In 2025, Utah has emerged as a surprising yet powerful influencer in the American beauty industry, blending high-glam and natural elegance into a unique aesthetic that’s gaining national traction. Dubbed the “Utah Look,” this trend emphasizes youthful, polished, and understated beauty, characterized by dewy skin, bouncy hair, and soft glam makeup—enhanced subtly through procedures such as Botox, lash extensions, and spray tans.
Utah boasts one of the highest per capita rates of plastic surgeons, and its medspas, beauty influencers, and reality TV stars like Heather Gay and Whitney Leavitt are driving trends via platforms like Instagram and TikTok. Rooted in traditional femininity and popularized through social media, elements of Utah beauty have influenced broader trends, shifting the national focus toward “quiet luxury” and a “you-but-better” style.
Local procedures and techniques are now sought after nationwide for their natural-looking results, creating what some dub the “Beau-tah Effect.” Influencers and professionals say Utah has long been setting the standard for trends like brow laminating and GRWM (Get Ready With Me) videos. As its influence grows, Utah continues to shape beauty ideals across the country.
This shift reflects a broader cultural movement towards embracing authenticity and subtlety in beauty, challenging the once-dominant narratives of bold transformations. As the “Utah Look” gains prominence, it underscores the evolving definitions of beauty in America, where less is increasingly seen as more.