The real existence of mass culture in the borders of modernity is distinguished by the multiplicity of cultural practices and the space of its elementary structures is the formation of extremely versatile and varied. It organized different types and kinds of routine and specialized socio-cultural activity of people, connected not only with the maintenance and development of social relations, but also with the satisfaction of needs for self-actualization, self-organization, self-development, self-realization, self-presentation of each individual. Many of them are already actively involved in research work. However, domestic studies in respect of some reveals a significant gap. In particular, one of such phenomena, undeserving of special attention of Russian researchers, become the practice of decorating the face. Meanwhile, the current system of relations between man and the result of its activity leads to the need to expand the discursive space for the account, description and analysis the variety of phenomenological representations that determine the uniqueness of culture at the new stage. In this regard, the article attempts to determine the phenomenological essence actually existing practices of decorating the person, the allocation among them cosmetic practices, understood as aesthetic improvement and modification of the face and (or) its elements with the help of cosmetic products, decorations and special effects. The person is understood in two dimensions: naturalistic and cultural, where nature reflects the initial predetermination of the parameters and characteristics of persons, and cultural - the result of "cultivation" of natural inclinations according to individual needs and social demands through various manipulations, the main of which today the practice of decorating the face. The study concludes that the concretization of cosmetic practices the decoration of the face is due to the phenomenologization of their applied operation modes in makeup (everyday, salon, specialized, creative), which is conceived as a system of actions and tools, aimed to transform the appearance of the human being through an allocation and (or) masking elements and qualities of a person to harmonize, aesthetics and updating visual representations of personality in the process of socio-cultural communications (common and specialized level / everyday culture / the element of the system of culture - a way of life); the creation of a new experimental holistic aesthetically expressive forms (advanced level /art and culture /the element of the system of culture - fashion and art).
