What is age? Does it depend on appearance, social status, or life accomplishments? According to the WHO, in 1955 the average life expectancy in the world was only 48 years. In 1995, the number rose to 65. By 2030, the average life expectancy in Russia should be 78 years. Today, the concept of «age» has become a phantom. On one side are 20-year-old CEOs of large companies and 15-year-old Influencers, while on the other side are people mastering new professions at 60. Medicine, bioprosthetics, cosmetology and plastic surgery are rapidly developing. The popularity of healthy lifestyle is gaining momentum. The key events that define social age are now distributed throughout a persons life in a completely different way compared to 20 years ago. However, there are still age stereotypes we can hardly get rid of as they have become entrenched in our consciousness. How much has the age «census» changed? Is it because we have learned to look good, and therefore the time has come to feel good about ourselves accordingly? Is this the reason that more and more attention is being paid to health in general and preventive medicine in particular? How are big companies (including cosmetic companies) encouraging this, what pitfalls are there in this regard? Is it possible to fight the latter on the state level? What is the threat of the mass fad for body positivity from the point of view of clinical medicine?