The development and marketing of innovative pharmaceuticals is the goal of research-driven pharmaceutical companies. With Viagra, Botox, Reductil, Propecia, etc., a new generation of medications has emerged: lifestyle drugs. While these are also used in the treatment of life-threatening diseases, they primarily serve the realization of beauty ideals and lifestyles. The aim of this work is to identify the relevant consequences and action-determining values associated with the use of prescription lifestyle drugs. Using Means-End theory and a standardized written survey, these are determined, showing that they encompass both cross-indication and indication-specific values that follow social standards but are also intrinsically motivated.