In the past, coastal cities like New York City and Los Angeles have set the trends in the beauty industry. But thanks to the popularity of The Real Housewives of Salt Lake City and Secret Lives of Mormon Wives and the widespread use of social media, the hyper-feminine, done-but-not-overdone vibe that characterizes Utah beauty has emerged as highly influential for women across the country.
Personally, I’m no stranger to Utah’s beauty influence. My Pinterest boards from high school are full of Clarke’s tutorials and Loren’s workout routines. I own at least three different satin heatless curling rods but have yet to perfect Kiser’s bouncy blowout. I’ve been watching Utah Housewives since Mary Cosby accused Jen Shah of smelling like a hospital (season one) and panic ordered Kerastase Nectar Thermique Nutritive Heat Styling Protecting Cream after watching Lisa Barlow recommend it during season five.
“Utah is full of beautiful people,” says Savanah Norman, a professional makeup artist based in Salt Lake City, “and everybody wants to look like them.”
Whitney Leavitt, beautiful person and internet-appointed villain of season one of Mormon Wives, believes the Utah look is unique to the state. “The look is a blend of high glam and natural elegance. We have radiant skin, but also big lashes and bouncy hair,” she says, “When you’re going to the grocery store, everyone is super done up, but we also want to look effortless.”
Beauty professionals agree: the ‘Utah Look’ is real, and it is in high demand. “You can always tell when a girl on Instagram is from Utah,” says Peyton Warr, a professional makeup artist for Secret Lives. The tells? “Usually white, blonde, thin, long hair full of extensions, big eyelashes, dewy skin, and light makeup,” says Mariah Wellman, a communications professor at Michigan State University and influencer expert.
At the end of the day, effortlessness sets the Utah look apart. “The goal is to look natural,” explains Wellman, “However, the goalposts for natural are shifting. In Utah, looking ‘natural’ requires more and more procedures.” See: hair extensions, lip filler, spray tans, Botox, lash extensions, and boob jobs.
Alyssa Grenfell, a former member of the Church of Jesus Christ of Latter Day Saints and content creator, describes the look as “ethereal” and “almost fairy-like.”
“The vibe that people are going for is more of a you-but-better look,” says Warr, “We were into the ‘clean girl aesthetic’ before that was an aesthetic.”
“In Utah, it’s all about looking polished, youthful, and put together 24/7,” Leavitt says, “There’s a commitment to appearance and it’s hard not to fulfill that especially when you grow up there.”
For example, Warr and Norman’s clients most frequently ask for a “soft glam” look. “It’s the same amount of makeup as full glam, but the tones are softer. Instead of using a black liner, I would use a brown to make it look more natural,” Warr explains. Norman’s clients specifically ask for “perfected skin” and request she avoids a “cakey or heavy” look.