Modern society is almost unimaginable without social media. They have become an indenspensable part of our everday life, especially the everyday life of young people. Among them, TikTok stands out today, whose enormous popularity among young people has raised many questions about its influence. The aim of this paper is to apply the cultivation theory, whose main concern was researching the influence of television on its viewers, to TikTok and to investigate its influence on its users. It was investigated whether there is a positive correlation between the frequency of use of TikTok and the self-objectification of women. In addition, through research, we found out whether the frequency of using TikTok affects dissatisfaction with one's own appearance, spending on cosmetic products and the desire for aesthetic procedures. According to the results of the research, it was concluded that the frequency of using TikTok affects self-objectification and body-esteem and that TikTok users spend more on cosmetic products and have a higher desire for aesthetic procedures compared to women who do not use TikTok. According to the results of the research and the review of the relevant literature, it was concluded that the influence of the media and the selfobjectification of women is a very important topic, especially taking into account the serious psychological, emotional and behavioral consequences it has for women.