In contemporary Western societies, body exposure rules are fundamentally aesthetic and self-control of the physical appearance is increasingly stimulated. A good body appearance is now seen as a virtue and an outward expression of success. The consumption of dietary supplements emerges as one of the ways to achieve this success. Indeed, the Brazilian market of dietary supplements has been growing, on average, 25 percent a year, having summed up to around 940 million reais in 2015. Nevertheless, compared to more mature markets such as the US, the Brazilian market has great potential growth. In this context, this study tries to answer the following research question: which meanings does the consumption of dietary supplements have for consumers from Rio de Janeiro? For this purpose, an exploratory qualitative study has been carried out, based on interviews with consumers of food supplements. The analysis made use of the axiology of consumption proposed by Jean Marie Floch and Content Analysis techniques. One important conclusion we reach from the interviews is that most respondents point to practical and critical valorization in relation to supplements, based on the attributes and cost-effective of the products. However, a deeper look shows that, according to the narratives of the consumers, the supplement acts as a magic object able to give the subject the competence to achieve certain performance and reach a certain basic value, related to the utopian valorization, such as strength or beauty.