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The author studied idioms with the meaning of appearance defects in digital beauty discourse using hashtagging is a new phraseologizing tool. New idioms with this semantics reflect the transformation of the linguistic worldview as they objectify the modern value attitudes. The high frequency of these idioms indicates that the semantic code of appearance is of great importance: the induced cultivation of appearance defects motivates users to achieve an ideal beauty image. The analysis revealed the transformation of the linguistic worldview through phraseological innovations that reflect the current value orientations. The paper also defines such terms as neophraseologisms, neophrasemes, phraseological neologisms, and phraseotransforms. The phraseological system follows the general trend of the rapid linguistic development caused by online discourse. Mass linguistic creativity, on the one hand, and global precedence, on the other, trigger many current processes in Russian society.