The modern approaches towards body modification are analyzed in the article. The human body can be defined as a lifelong project which specifications may be changed depending of the image formed through the process of socialization. This process is supported by the specially created industry with broad range of professionals. The sociological research was conducted in Yekaterinburg (Russia) in 2018 in order to identify the main body modification practices. 32 professionals whose activities are related to body modification industry were interviewed by using special questionnaire. There were fitness trainers (n=5), psychologists (n=5), designers (n=6), tattoo masters (n=3), cosmetologists (n=4), surgeons (n=4), nutritionists (n=3), neurologists (n=2) among respondents. The study revealed the demand for athletic body capable of participating actively in modern society. The leading methods to create such a body are regular sport activities and a balanced diet. These methods are not only actively used by different groups of the population, but also are the most affordable and safe. The younger generation decorates their bodies with tattoos, while the middle-aged and older adults use anti-aging cosmetic procedures. The safety of these practices depends on both the quality of materials and the qualifications of professionals. Plastic surgery is considered the most risky practices. Fear or pain during body manipulations, laziness and unwillingness to make efforts, as well as financial difficulties, act as barriers to the body modifications.