The subject of the study is the self–attitude of young people applying and not applying makeup. The relevance of the work is due to the presence of deep psychological factors that determine the use / non-use of makeup. The aim is to study the socio-psychological characteristics of self-attitude in young people who prefer and reject makeup. Research objectives are as follows: the study of scientific papers relevant to the subject of research, the formulation of the essential theoretical foundations of the research, the selection of methods that correspond to the goals of the research, the conduct of empirical research. In the empirical study, the Self-Attitude Questionnaire is used. The main result obtained by the authors is as follows: in the group rejecting makeup, self-attitude, self-esteem, self-guidance are expressed more strongly than in the group applying makeup. Makeup aversives show a more positive attitude towards themselves, are more prone to self-esteem and self-confidence, have a higher level of self-guidance. The group applying makeup is characterized by a lower self-attitude, self-guidance and self-esteem. The results obtained are important as an indicator of the psychological state of the individual during psychological counseling, psychocorrection and psychotherapy.