Author: jfbine

Collage: Jemeria Davison; Source images: Courtesy of brandsSave StorySave this storySave StorySave this story

Taking the extra step to prep with one of the best primers for mature skin before getting glam can make a big, hydrating difference. If you're not already a self-identified primer lover, these formulas do way more than help your makeup last all day—they also promote plumper skin, soften fine lines, and boost glow.

Especially as aging faces undergo the hormonal changes of menopause, primers with skin-loving ingredients like hyaluronic acid and niacinamide can deliver plenty of benefits, helping base makeup apply more evenly on top while keeping skin radiant. Get the low-down on the best primers for mature skin here, plus insight from cosmetic chemists and makeup artists to achieve your longest-lasting looks yet.

Our Top Primers for Mature Skin

• Best Overall: Hourglass Illusion Priming Moisturizer, $58
• Best for Dull Skin: Chanel La Base Illuminatrice Glowing Makeup Primer, $56
• Best for Oily Skin: Danessa Myricks Yummy Skin Blurring Balm Powder, $39
• Best Drugstore: e.l.f. Cosmetics Power Grip Primer, $11

Frequently Asked QuestionsAccordionItemContainerButtonLargeChevron

• What are the benefits of a primer for mature skin?
• How should I choose a primer for mature skin?
• Meet the experts
• How we test and review products
• Our staff and testers

Best Overall: Hourglass Illusion Priming Moisturizer

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Hourglass

Illusion Priming Moisturizer

$58

Bluemercury

Why it’s worth it: For mature skin, the best face primer isn’t just about helping makeup last (though this one does)—it’s about creating a smoother, more hydrated base that won’t call attention to fine lines or dryness. Hourglass’s Illusion Priming Moisturizer has a silky, lightweight formula that “creates a diffusing effect on mature skin,” says New York City-based makeup artist Rebecca Restrepo.

Squalane, ceramides, and sweet almond oil replenish moisture and support the barrier, while multiple forms of hyaluronic acid plump and soften the look of wrinkles. Niacinamide and adenosine also work together to brighten, smooth, and improve overall texture.

More to know

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• Key ingredients: squalane, ceramides, sweet almond oil, hyaluronic acid, niacinamide, adenosine
• Who it's for: people with dry skin and fine lines
• Longevity: not specified
• Fragrance-free: yes

Best for Dry Skin: Bobbi Brown Face Base Moisturizer and Primer

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Bobbi Brown

Vitamin Enriched Face Base

$69

Amazon

$69

Nordstrom

$69

Ulta Beauty

Why it's worth it: Vitamin-rich, creamy, and so hydrating, Bobbi Brown's Face Base Moisturizer and Primer checks all of our boxes. This Best of Beauty Award-winning formula is packed with hyaluronic acid, vitamin C, squalane, and shea butter to nourish your skin and keep your makeup in place all day. It smells terrific, too, with no synthetics necessary, thanks to natural grapefruit extract.

"This is a must-have in my kit for mature skin; it acts as a moisturizer and a primer in one," says New York City-based makeup artist Kasey Spickard. “It's essential that you're hydrating and plumping aging skin to give it a fresh, dewy glow.”

Tester feedback from senior director of commerce audience & analytics Lexi Herrick

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“This takes hydrating primers to a different level. It's an absolute powerhouse of a base product, packed with vitamins and nutrients. With a gentle scent and creamy, soft texture, it glides over my skin and absorbs instantly. My skin is breakout-prone and can be irritated by oily primers, but this hydrates and holds without sparking a breakout. It keeps my makeup in place all day and prevents foundation from drying out my skin.” —Lexi Herrick, senior director of audience development

More to know

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• Key ingredients: shea butter, squalane, hyaluronic acid, vitamin C
• Who it's for: people with normal or oily skin
• Longevity: not specified
• Fragrance-free: yes

Best for Dull Skin: Chanel La Base Illuminatrice Glowing Makeup Primer

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Chanel

La Base Illuminatrice Glowing Makeup Primer

$56

Chanel

$56

Nordstrom

$56

Ulta Beauty

Why it’s worth it: For some of us, we’ll admit it doesn’t take more than the word Chanel to make us ooh and aah. But La Base Illuminatrice Glowing Makeup Primer backs up the buzz. Designed to smooth, hydrate, and subtly illuminate, it’s especially flattering for mature skin with ingredients like plumping hyaluronic acid, antioxidant-rich microalgae, and pearlescent blurring powders.

If you’re worried about too much shimmer, rest assured: “It has gentle light-reflecting pigment that’s super fine—not too sparkly—so it looks natural, gives your skin, and your foundation that inner radiance, youthful glow-from-within look,” says New York City-based makeup artist Nick Barose.

More to know

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• Key ingredients: hyaluronic acid, blue micro-algae, red algae
• Who it's for: everyone, but especially those with dry or dull skin
• Longevity: up to 12 hours
• Fragrance-free: no

Best for Oily Skin: Danessa Myricks Yummy Skin Blurring Balm Powder

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Danessa Myricks

Yummy Skin Blurring Balm Powder

$39

Sephora

Why it’s worth it: People often assume mature skin automatically equals dry skin, but that’s not always the case. While oil production can slow with age, hormones, dehydration, and genetics mean many people still deal with shine. For those in that camp, “I love that Danessa Myricks’ Yummy Skin Blurring Balm Powder doesn’t highlight pores or wrinkles but still leaves the skin looking polished and ready for foundation,” says Kayla Shantal, a makeup artist based in Las Vegas. The balm-to-powder formula uses upsalite and kaolin clay to control excess oil while creating a smooth, matte base.

That's not all: Hyaluronic acid adds lightweight hydration, while olive-derived squalane locks it in so your skin doesn’t fall flat. Every swipe of this 2023 Best of Beauty Award winner gets you a blurred finish that doesn’t cling to texture, and with a versatile shade range—including a universal/clear option—it’s easy to find your match.

More to know

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• Key ingredients: upsalite, squalane, hyaluronic acid, kaolin clay
• Who it's for: people with oily skin
• Shades: 22
• Longevity: not disclosed
• Fragrance-free: yes

Best for Uneven Texture: Embryolisse Mattifying Moisturizer

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Embryolisse

Mattifying Moisturizer

$33

Amazon

$33

Revolve

Why it’s worth it: Just because it’s not labeled as a primer doesn’t mean it can’t do the job well. Embryolisse’s Mattifying Moisturizer pulls double duty as a texture-refining base, evening things out while also keeping skin comfortably hydrated. “It softens rough patches without feeling tight, and it keeps everything looking natural instead of shiny,” says Shantal.

Fine plant-based powders further blur rough or uneven areas while absorbing excess oil, creating a smoother surface for makeup. At the same time, glycerin and squalane replenish moisture so makeup won’t cling to dry spots, and turmeric extract improves the look of uneven tone.

More to know

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• Key ingredients: plant-based powder, glycerin, squalane, turmeric extract
• Who it's for: people with uneven texture or tone
• Longevity: not disclosed
• Fragrance-free: no

Best Drugstore: e.l.f. Cosmetics Power Grip Primer

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E.L.F. Cosmetics

Power Grip Primer

$11

Amazon

$11

Ulta Beauty

Why it’s worth it: It used to feel like primers sucked the life out of your skin—after all, how can makeup really stay put on a dewy base? The trick to e.l.f. Cosmetics’ Power Grip Primer is letting the lightweight gel set for about 30 seconds before applying makeup. From there, it creates that signature tacky (but not sticky) grip that locks everything in place without flattening your glow.

What makes it especially appealing for mature skin is its ability to balance hold with hydration. “It has hyaluronic acid, which helps the appearance of skin look smoother,” says Restrepo. “The gel also acts like a veil on the skin, so it doesn’t look heavy or settle into fine lines,” she adds. Glycerin and niacinamide add moisture and smooth texture, while rosemary and peppermint leaf waters lend a subtle toning effect and a fresh, cooling feel with each application.

More to know

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• Key ingredients: hyaluronic acid, glycerin, niacinamide
• Who it's for: everyone, especially people with dry skin
• Longevity: not disclosed
• Fragrance-free: yes

Best for Large Pores: Tatcha The Liquid Silk Canvas Primer

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Tatcha

The Liquid Silk Canvas Primer

$55

Amazon

$55

Ulta Beauty

$55

Tatcha

Why it's worth it: Nashville-based makeup artist Emily Gray sings the praises of Tatcha's The Liquid Silk Canvas, calling it "the most lightweight primer" she's ever used. A blurring primer infused with silk extract, it hydrates while softening the appearance of pores, fine lines, and wrinkles. "It locks down base makeup for hours of wear, does not alter your foundation pigment, and works with both water-based and cream foundations,” adds Daniel Martin, a New York City-based makeup artist and Tatcha’s global director of artistry. It also contains pink and gold pearl powders that even out and brighten the skin.

But the coolest part? This primer is inspired by traditional Japanese beauty routines, namely bintsuke, a thin layer of soft wax that geisha use under their makeup to create a smooth, grippy canvas.

More to know

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• Key ingredients: silk extract, green tea, algae extract
• Who it's for: everyone, especially those targeting texture, pores, or fine lines
• Longevity: not specified
• Fragrance-free: no

Best Lightweight: Tarte Base Tape Hydrating Primer

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Tarte

Base Tape Hydrating Primer

$34

Amazon

$34

Ulta Beauty

Why it's worth it: Launched on the heels of Tarte’s Shape Tape Concealer's massive success, Base Tape Hydrating Primer was designed to deliver the same smooth, perfected finish to your prep step. Infused with moisturizing jojoba, coconut, and vitamin E, it replenishes thirsty skin and leaves it baby-soft. Meanwhile, soothing Centella asiatica (more commonly known as cica) helps tackle fine lines and boost skin’s elasticity.

In other words, skin-care lovers, this one's for you. It's like applying a moisturizer, but it also helps your makeup stay put all day," New York- and New Jersey-based makeup artist Nydia Figueroa says. " Heads-up: There’s a faint scent of coconut, so if you're fragrance-sensitive, this might not be the one for you.

More to know

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• Key ingredients: coconut, jojoba, Centella asiatica
• Who it's for: those with dry skin
• Longevity: up to 12 hours
• Fragrance-free: no

Best with SPF: Charlotte Tilbury Invisible UV Flawless Primer SPF 50

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Charlotte Tilbury

Invisible UV Flawless Primer SPF 50

$55

Nordstrom

$55

Ulta Beauty

Why it’s worth it: While we’re not exactly chasing “flawless” skin over here (we’re very much about embracing what makes you, you), we’re also not mad at anything that helps makeup look a little smoother and more even. We always suggest applying a separate layer of sunscreen underneath your makeup, but an SPF-infused primer can add some extra protection against UV rays (and we’d never say no to that).

Charlotte Tilbury’s Invisible UV Flawless Primer SPF 50 is also made with brightening vitamin C and hyaluronic acid that hydrates skin for up to 24 hours, according to the brand. Plus, an extract from African mahogany tree bark helps shrink the appearance of pores, fine lines, and wrinkles for a super-smooth base.

​​Tester feedback from contributor Jennifer Hussein

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“My biggest beauty flaw is that I constantly forget to apply sunscreen (a total skin sin, I know), but I don't have to fret about that when I have Charlotte Tilbury's Invisible UV Flawless Primer SPF 50 in my makeup bag. Not only does it provide sun protection, but it also grips my complexion products in place all day long while feeling totally weightless on my skin.” —Jennifer Hussein, contributor

More to know

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• Key ingredients: hyaluronic acid, glycerin, vitamins C and E, shea butter, camellia seed oil
• Who it's for: all skin types
• Longevity: moisturizes for up to 24 hours
• Fragrance-free: no

Best for Lips: Sarah Creal Lip Grip Peptide Priming Treatment

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Sarah Creal

Lip Grip Peptide Priming Treatment

$36

Sephora

Model Marnie Herald applying the Sarah Creal Lip Grip Peptide Priming Treatment

Marnie Herald

Why it’s worth it: It’s colorless, lightweight, and pocket-sized, but Sarah Creal’s Lip Grip Peptide Priming Treatment has major priming powers and creates the perfect base for any lip color, especially on mature lips. “This is a go-to for clients over 40 because it prevents feathering and keeps lip color in place with honey polymer, which grips onto color for longer wear,” Santa Paula, California-based makeup artist Lindsey Sanchez told Allure. “You can even use it around your mouth to soften the look of fine lines.”

As the name suggests, the formula includes peptides to support collagen and lactic acid to gently exfoliate, helping lipstick glide on effortlessly and look its absolute best.

Herald before applying the Sarah Creal Lip Grip Peptide Priming Treatment

Marnie Herald

Herald after applying the Sarah Creal Lip Grip Peptide Priming Treatment

Marine Herald

More to know

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• Key ingredients: peptides, lactic acid
• Who it's for: those with dry lips and fine lines around the mouth
• Longevity: up to 12 hours
• Fragrance-free: yes

Best Long-Lasting: Milk Makeup Hydro Grip + Glow Illuminating Primer

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Milk Makeup

Hydro Grip + Glow Illuminating Primer

$30

Amazon

$30

Ulta Beauty

Why it’s worth it: For the right amount of glow (no harsh sparkles or glitter, we promise), there’s the Best of Beauty Award-winning Milk Makeup Hydro Grip + Glow Illuminating Primer. Sister to the brand’s viral Hydro Grip primer, this version pairs hydrating hyaluronic acid and tone-evening niacinamide with light-reflecting pearls for a brightening boost that doesn’t cling to uneven texture in your skin. Blue agave extract helps lock makeup in place for up to 12 hours, while glycerin draws moisture into the skin to keep it looking plump and smooth, softening the appearance of fine lines.

Soothing aloe and cactus flower extracts add a layer of comfort, while hemp seed extract supports the skin barrier. The subtle tint pulls it all together, giving skin a soft radiance that pretty much doubles as a built-in highlighter.

Tester feedback from senior beauty editor Jesa Marie Calaor

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“As a self-proclaimed professional concert-goer, I need something to make my makeup last. This slick goo goes on to feel weightless and—like the name says—grips makeup through dancing, sweating, and scream-singing. My foundation and heavy liner always look pristine after a three-to four-hour show.” —Jesa Marie Calaor, senior beauty editor

More to know

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• Key ingredients: aloe leaf water, hyaluronic acid, niacinamide, glycerin, cactus flower, hemp seed
• Who it's for: dull, dry skin
• Longevity: up to 12 hours
• Fragrance-free: no

Frequently Asked Questions

What are the benefits of a primer for mature skin?

The best makeup primers for mature skin are made with gentle ingredients that support the unique beauty of aging skin. "More mature skin is often in need of a hydration boost, so humectants like glycerin, betaine, and hyaluronic acid are beneficial," Cincinnati-based cosmetic chemist Kelly Dobos explains. Along with nourishing your skin, a high-quality primer boosts the effectiveness of your other makeup products, creating a smooth, long-lasting base that locks in hydration and wears well. "Think of primer as double-sided tape for the face," says Figueroa. "It locks in skin care, keeps your makeup in place, and prevents it from creasing or settling into fine lines and wrinkles."

"The primary ingredients in most primers are silicone elastomers," says Dobos. "Elastomers are flexible polymers that can be pulled and stretched without breaking. They also have good adhesion to the skin and are responsible for the grip primers have on pigments." She explains that these polymers also scatter light, which is responsible for that beloved blurring effect.

How should I choose a primer for mature skin?

Gray recommends focusing on hydrating and smoothing ingredients. "Niacinamide is one of my favorite ingredients because it has numerous well-studied and proven benefits, including antioxidant activity, skin tone evening, and the ability to strengthen the skin barrier," Dobos adds. If your skin has gotten oilier with age, Dobos suggests looking for primers with mattifying ingredients. "Many primers contain highly absorptive powder like silica or non-pearlescent mica to maintain a more matte appearance."

You'll also want to read the back of the bottle to avoid a few pesky ingredients that can exacerbate aging-related skin concerns. "Avoid formulations that contain stripping ingredients and unnecessary oils," Gray warns, as these can emphasize signs of mature skin. Opt for a lightweight primer that won't settle into fine lines or wrinkles, creating a smooth canvas for foundation and concealer.

Meet the experts

• Nick Barose, a makeup artist based in New York City
• Kelly Dobos, a cosmetic chemist based in Cincinnati
• Nydia Figueroa, a makeup artist based in New York City and New Jersey
• Emily Gray, a makeup artist based in Nashville
• Daniel Martin, a makeup artist and Tatcha’s global director of artistry based in New York City
• Rebecca Restrepo, a makeup artist based in New York City
• Lindsey Sanchez, a makeup artist based in Santa Paula, CA
• Kayla Shantal, a makeup artist and hair extension expert based in Las Vegas
• Kasey Spickard, a makeup artist based in New York City

How we test and review products

Before reviewing any makeup, we ask questions about a number of factors: What ingredients are in it? Does the brand offer a wide shade range inclusive of consumers with all skin tones and undertones? Is it safe for readers who have sensitive skin or wear contact lenses? Is it on the affordable side or more of a splurge? Is its packaging consciously designed or needlessly wasteful?

For our review of the best primers for mature skin, we enlisted the help of multiple editors, writers, contributors, and makeup artists to review the products. This ensures our testing base spans different skin tones, genders, and dermatological conditions. We considered each product's performance across four primary categories: ingredients, wear and longevity, packaging, and inclusivity. For more on what's involved in our reporting, check out our complete reviews process and methodology page.

Our staff and testers

A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.

Alyssa LatellaSave StorySave this storySave StorySave this story

As a beauty director, my job is to test products. So. Many. Products. And while I very much enjoy (and do not take for granted) what a privilege it is to have this career, I just don’t have the time (or the face space) to try everything. (What a fun superpower that would be, though!) As we were selecting the contents for the April Allure Beauty Box, I was thrilled to discover these products—a glossy lip formula, a cooling facial tool, brow-thickening serum, and more—were also new to me. And that’s why this box feels so special. Don’t get me wrong, I’ve since swatched, slathered, and spritzed this assortment to oblivion, but our meet-cute was one for the books. I hope you enjoy exploring all the April box can bring to your spring routine as much as I did. Let’s start something new together!

Unbox It:

• Your first box is only $19.99 (with code BEAUTY), but it's worth over $330!
• Even better: if you sign up for an annual subscription, you get a bonus bundle with brands like L'Occitane, First Aid Beauty, Color Wow, and more ($278 Value!)

GET THE BOX

New Member Gift: Medik8 Exo-PDRN Prismatic + Serum

Why you’ll love it: As an Allure Beauty Box member, you get exclusive early access to a new serum before it launches. This formula is designed to boost skin health for a brighter, firmer look.

How you’ll use it: After cleansing in the morning and/or evening, apply evenly across the face, neck & decolletage using upward strokes.

New Member Gift: Nulastin LASH Follicle Fortifying Serum

Why you’ll love it: Patience is the name of the game when it comes to lash serums. And after using this conditioner—formulated with powerful peptides, hydrating glycerin, and strengthening keratin—twice a day for at least six weeks, you’ll notice longer, more lush-looking lashes, no mascara required.

How you’ll use it: With the brush applicator, draw a thin line from the inner corner to the outer edge on the upper lash line only. Repeat morning and night on clean, dry lids.

YSL Beauty Candy Glaze Lip Gloss Stick in Healthy Glow Plumper, Watermelon High, Flashing Rosé, or Nude Lavalliere

Why you’ll love it: It’s hard to say what’s more luxurious: how this glassy formula looks on lips or its incredibly chic silver tube. Good thing you don’t have to decide! (You did, however, have to choose one of the four gorgeous shades above to receive in your box.) It feels great, too, thanks to the glassy, jelly texture (infused with hydrating hyaluronic acid) and extra- smooth glide.

How you’ll use it: Pop off the cap and twist up the top to dispense the product. Then layer it over lip liner for added definition and a touch more pigment, or wear it solo for a shiny, sheer finish.

Retail price: $43

Nulastin Brow Shape Altering Serum

Why you’ll love it: Overplucked your brows as a teen? We’ve been there. Move on from that damage with this peptide-pumped treatment that helps boost elastin to strengthen hair at the root to prevent fallout. The clear formula doubles as a styler, so consider it the type of two-in-one we actually recommend.

How you’ll use it: After applying your skin care, comb the spoolie through your brow hair in short, upward strokes. Repeat morning and night for 12 weeks for fuller, thicker-looking eyebrows that even Lily Collins would respect.

Retail price: $84

Skin Inc Cryo-Ice Sake Roller

Why you’ll love it: Inspired by the Japanese drink, this pitcher-shaped cryo tool wakes up sleepy undereyes, and temporarily tightens puffiness with a cooling aluminum plate. And it changes color as it chills!

How you’ll use it: Pop this tool into your freezer until it turns pink (we recommend for at least 30 minutes). Let it sit for about five minutes before applying your favorite serum, then gently press the silver end onto skin, starting at the neck and moving upward. Continue massaging until the device is no longer cold, but no more than 30 minutes.

Retail price: $55

by/rosie jane Rosie Travel Spray

Why you’ll love it: You don’t have to be a fan of the woody, perennial flower to enjoy this fragrance, but it doesn’t hurt. With rose oil and its very name, you’d think this scent would veer floral. Instead, white musk and warm amber keep it grounded, so it smells more like you.

How you’ll use it: Spritz onto neck and wrists after moisturizing—it’ll cling to skin and last longer through the day.

Retail price: $29

Omic+ Skincare 10% Tranexamic Acid Face Serum

Why you’ll love it: Move over, vitamin C, there’s another dark spot-reducing ingredient in town—and this serum has 10% of it! It’s also made with moisture- boosting glycerin and hyaluronic acid to hydrate skin as it helps treat (and prevent) hyperpigmentation.

How you’ll use it: Add two or three drops to your moisturizer and apply in the a.m. and p.m. (When using in the morning, don’t forget to apply sunscreen.)

Retail price: $39.99

Belif Aqua Bomb Frozen Cream

Why you’ll love it: No matter when you use this gel-cream—first thing in the morning, before a hot-yoga session, or after a nighttime sweat—you’ll instantly feel refreshed, thanks to its teeny-tiny capsules (made of eucalyptus leaf extract) that cool on contact.

How you’ll use it: Slather a nickel-size dollop onto skin, working your way from the top of your forehead down to your neck. Then fan your face with your hands for an extra-energizing effect.

Retail price: $26

Collage: Jemeria Davison; Source images: Courtesy of brandsSave StorySave this storySave StorySave this story

Ever feel like your hair seemingly thinned overnight? One day, it’s full and bouncy; the next, it looks a little sparse around your hairline. The best products for thinning hair can help create immediate volume or promote healthier scalps and strands, even if genetics, hormones, or stress aren’t doing you any favors. “Hair thinning is a normal, shared experience that tends to happen as we mature, and hormones are a major factor,” says Carlos Vieira, MD, a board-certified dermatologist based in Philadelphia. Lifestyle factors can contribute, too. “Stress and diet play a big role, and deficiencies in iron or copper can contribute to hair thinning,” says Sandra Petrut, a stylist at Maxine Salon in Chicago. “Chemical treatments, excessive heat, and even scalp conditions like contact dermatitis can also lead to hair loss.”

Our Top Products for Thinning Hair

• Best Overall: Living Proof Full Volume & Root-Lifting Spray, $34
• Best for Hair Growth: Cécred Restoring Hair & Edge Drops, $56
• Best Styling Foam: Bumble & Bumble Thickening High Drama Styling Foam, $35
• Best Root Cover: Madison Reed The Great Cover Up Root Touch Up + Brow Filler, $36
• Best Scalp Serum: Nécessaire The Scalp Serum, $48

Actual hair regrowth takes time, a lot of patience, and a handful of science-proven ingredients, but volumizing hair products can work right away—giving you the illusion of fuller, thicker hair. “There’s no magic bullet for instantly thicker hair in a permanent sense, but styling products with the right ingredients can create the illusion of temporary volume,” says Jerome Lordet, founder and owner of Jerome Lordet Salon, based in New York City.

Powder-based products will often use ingredients like silica and fibers, says Los Angeles-based cosmetic chemist Amanda Lam, while foams and mousses “rely more on hair fixatives—like PVP, acrylates copolymer, or VP/VA copolymer—to create volume.” And these days, a lot of new products on the market, “not only target thinning hair but also support overall hair health, helping hair grow stronger and healthier [over time],’ adds Lordet.

Frequently Asked QuestionsAccordionItemContainerButtonLargeChevron

• What is the best-proven product for thinning hair?
• Can hair grow back after thinning?
• What are the “Big 3” for thinning hair?
• Meet the experts
• How we test and review products
• Our staff and testers

Best Overall: Living Proof Full Volume & Root-Lifting Spray

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Living Proof

Full Volume & Root-Lifting Spray

$34

Amazon

$34

Nordstrom

$34

Ulta Beauty

Former Allure content director Kara McGrath applying the Living Proof Full Volume & Root-Lifting Spray

Kara McGrath

Why we love it: When Allure’s former content director Kara McGrath says this spray “completely changed her at-home blowouts,” you know it’s worth paying attention to. Designed for thinning or baby-fine hair, Living Proof’s Full Volume & Root-Lifting Spray brings the drama in the best way. It’s boosted by the brand’s thickening molecule, plus water-soluble resins that lift your roots without any crunch. Amaranth peptides help plump each follicle so your hair looks fuller, bouncier, and way more blowout-y. Add in a blend of volume-locking polymers, and you’re looking at bumped-up hair density that actually sticks around, too.

McGrath before applying the Living Proof Full Volume & Root-Lifting Spray

Kara McGrath

McGrath after applying the Living Proof Full Volume & Root-Lifting Spray

Kara McGrath

Tester feedback from former content director Kara McGrath

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“It added noticeable volume without making my fine hair feel crunchy or dry. I can still run my fingers through my roots when I use this stuff, which can’t be said of some other volumizers that give me similar oomphy results.” —Kara McGrath, former content director

More to know

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• Key ingredients: resin blend, peptides, mushroom extract, proprietary time-released styling technology
• Fragrance-free: no

Best for Hair Growth: Cécred Restoring Hair & Edge Drops

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Cécred

Restoring Hair & Edge Drops

$56

Ulta Beauty

Allure editor in chief Jessica Cruel applying the Cécred Restoring Hair & Edge Drops

Jessica Cruel

Why we love it: Six years in the making, Cécred was built around the straightforward idea that stronger hair starts at the root, and great formulas should work across every texture. The brand’s Restoring Hair & Edge Drops focus on a concern many people with textured hair know well: thinning around the hairline, which is often caused by tension from tight styles. This lightweight, fast-absorbing serum is designed for fragile edges and thinning spots, helping hair look fuller and stronger over time. Omer Ibrahim, MD, a board-certified dermatologist based in Chicago, says the peptides in the formula show promising evidence for supporting hair growth, while Brattleboro, Vermont-based cosmetic chemist Sherry Backman notes they may help influence follicle signaling and encourage thicker strands.

Biotin and keratin help reinforce the hair shaft to reduce breakage, while ginger extract and fermented rice proteins have been known to support a healthier scalp environment. A subtle sandalwood-musk scent and a refreshing hint of peppermint oil give it a light, cooling feel that makes it feel a little more like self-care.

Tester feedback from editor in chief Jessica Cruel

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“A year ago, I started to notice how my edges seemed to snap with even the slightest slick back. So, I put away the edge brush and picked up these Cécred Restoring Hair & Edge Drops. I'm on my second bottle! It feels like a serum, not so watery that my natural hair reverts, but not too oily either. The smell is divine, and after months of using it, I feel my hairline has become more resilient.” —Jessica Cruel, editor in chief

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• Key ingredients: bioactive keratin ferment, biopeptide-5, biotin, fermented rice powder, ginger extract, rose extract
• Fragrance-free: no

Best Shampoo and Conditioner: Harklinikken Fortifying Shampoo and Daily Conditioner

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Harklinikken

Fortifying Shampoo

$47

Amazon

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Harklinikken

Daily Conditioner

$55

Amazon

Why we love it: Balancing your scalp’s pH won’t magically reverse thinning or spark brand-new growth, but it does help create the kind of environment where hair can thrive. Think of it like soil for a plant: When the foundation is healthy and stable, follicles have a better shot at doing their job and producing stronger strands. Keeping the scalp slightly acidic also supports the skin barrier, helps calm irritation, and keeps the hair cuticle smoother—small factors that add up to hair that looks and feels healthier over time.

Harklinikken’s Fortifying Shampoo focuses on strengthening while it cleans, using a blend of aloe vera and glycosides to gently lift away buildup without stripping your scalp of its natural oils. The formula pairs cleansing agents with hydrating ingredients like glycerin, betaine, and panthenol. Niacinamide adds a subtle scalp-care element, supporting a healthier environment for hair over time. Follow with the Daily Conditioner, which hydrates with glycerin, another dose of soothing aloe, and avocado oil to smooth strands while keeping them light and bouncy. The silicone-free formula focuses moisture on the lengths, so fine or thinning hair stays soft and airy rather than weighed down.

Allure senior beauty editor Jesa Marie Calaor before applying the Harklinikken Fortifying Shampoo and Daily Conditioner

Jesa Marie Calaor

Calaor after applying the Harklinikken Fortifying Shampoo and Daily Conditioner

Jesa Marie Calaor

Tester feedback from senior beauty editor Jesa Marie Calaor

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“The day I started using Harklinikken's Fortifying Shampoo and Daily Conditioner was the day I realized I might have been settling for less from my hair products. The shampoo thoroughly cleanses without stripping my strands, while the conditioner effortlessly detangles as I work it through the lengths of my hair. The latter feels lighter than some of my other conditioners, but that doesn't mean it skimps out on the moisture. Once dry, my hair feels soft without that filmy or oily residue some conditioners leave behind. My only gripe is that I wish the bottles were bigger—I have such long hair and go through them quickly.” —Jesa Marie Calaor, senior beauty editor

More to know

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• Key ingredients: shampoo: aloe, niacinamide, glycerin, betaine, panthenol; conditioner: glycerin, aloe, avocado oil, lactic acid
• Fragrance-free: yes

Best Hair Oil: Marc Anthony Strictly Curls Strength & Shine Supreme Oil

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Marc Anthony

Strictly Curls Strength & Shine Supreme Oil

$10 $9 (10% off)

Amazon

$9

Walmart

Why we love it: Despite the name, you don’t actually need curls to appreciate Marc Anthony’s Strictly Curls Strength & Shine Supreme Oil. But if you have curls that tend to snap before reaching their full length, this one is especially helpful. This lightweight oil blend is packed with nourishing oils like castor, coconut, almond, and jojoba, which moisturize strands, smooth frizz, and boost shine without leaving hair greasy. Rosemary extract and biotin support stronger-looking hair, while antioxidant-rich ingredients like rice bran, grapeseed, and vitamin E help defend against environmental stressors. Botanical extracts—including aloe, chamomile, and nettle—add an extra layer of conditioning for both the hair and scalp. The texture is surprisingly nongreasy, so a few drops can tame flyaways, add slip, or revive curls between wash days.

Allure associate beauty editor Annie Blay-Tettey before applying the Marc Anthony Strictly Curls Strength & Shine Supreme Oil

Annie Blay-Tettey

Blay-Tettey after applying the Marc Anthony Strictly Curls Strength & Shine Supreme Oil

Annie Blay-Tettey

Tester feedback from associate beauty editor Annie Blay-Tettey

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"I try not to overthink hair oils. Ideally, I just want something that seals moisture into my strands and scalp without leaving it greasy. This oil does just that. I love the nozzle tip which makes it especially easy to apply when I have a protective style in." —Annie Blay-Tettey, associate beauty editor

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• Key ingredients: castor, coconut, almond, and jojoba oils, rosemary, biotin, rice bran, grapeseed, vitamin E
• Fragrance-free: no

Best Styling Foam: Bumble & Bumble Thickening High Drama Styling Foam

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Bumble and Bumble

Thickening High Drama Styling Foam

$35

Ulta Beauty

Allure contributing commerce writer Christa Joanna Lee applying the Bumble & Bumble Thickening High Drama Styling Foam

Christa Joanna Lee

Why we love it: Thickening. High. Drama. Three words that sound pretty good if your hair likes to fall flat. Bumble and Bumble’s Thickening High Drama Styling Foam gives fine or thinning hair a noticeable lift without veering into crunchy, helmet-hair territory. The airy foam uses the brand’s Strand-Plumping Technology to temporarily expand each strand, helping hair look fuller and more voluminous. Rice peptides add instant body and thickness, while an antioxidant-rich blend with ginger root and resveratrol helps support a healthier scalp environment and defend against external stressors. It also features caffeine, which is a helpful ingredient in thinning-hair products because it can help counter some of the hormonal factors that contribute to hair loss and support the follicles where hair growth begins, says Dr. Vieira. It even doubles as a heat protectant, making it especially handy before a blowout.

Lee before applying the Bumble & Bumble Thickening High Drama Styling Foam

Christa Joanna Lee

Lee after applying the Bumble & Bumble Thickening High Drama Styling Foam

Christa Joanna Lee

Tester feedback from contributing commerce writer Christa Joanna Lee

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“My hair probably doesn’t look like it’s thinning, but I had at least twice as much of it seven years ago, pre-kids. Lately, I’ve been shedding in clumps, so I’m doing everything I can to make what’s left look as full as possible. The first time I used Bumble & Bumble’s Thickening High Drama Styling Foam, my hair was a little too air-dried and it didn't distribute as properly as it should—but on properly damp hair (as directed), it’s a different story. As I blow-dry, it gives just enough grip with my round brush to really lift at the roots and build volume where I need it most. There’s a slight hold, too, so the fullness sticks around until my next wash.” —Christa Joanna Lee, contributing commerce writer

More to know

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• Key ingredients: rice peptides, caffeine, ginger root, resveratrol
• Fragrance-free: no

Best Root Cover: Madison Reed The Great Cover Up Root Touch Up + Brow Filler

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Madison Reed

The Great Cover Up Root Touch Up + Brow Filler

$36

Amazon

$36

Ulta Beauty

Allure senior commerce director Shanna Shipin applying the Madison Reed The Great Cover Up Root Touch Up + Brow Filler in Ombra Dark Brown

Shanna Shipin

Why we love it: Even though Madison Reed The Great Cover Up Root Touch Up + Brow Filler is technically designed to conceal gray roots and fill in brows, this 2024 Best of Beauty Award winner can also double as makeup, concealing areas where you have sparse hair growth (like around the temples and along the hairline). Once you apply it with the included brush (or spoolie, if you want to be extra-precise), it won't budge—and can even withstand rain and sweat. It also comes in six shades, so most people can find a passable match—and no one will be the wiser.

Shipin before applying the Madison Reed The Great Cover Up Root Touch Up + Brow Filler in Ombra Dark Brown

Shanna Shipin

Shipin after applying the Madison Reed The Great Cover Up Root Touch Up + Brow Filler in Ombra Dark Brown

Shanna Shipin

Tester feedback from senior commerce director Shanna Shipin

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"After both of my pregnancies, I dealt with a horrifying amount of hair loss, and nothing worked better for me than simply applying hair makeup to my scalp to cover up the bald spots. My biggest area of concern was my hairline, which receded so far back that every time I looked in the mirror, my face just appeared off. I used this Madison Reed cover-up for both of my fourth trimesters, and loved how easy it was to powder a hairline back onto my scalp. The product has great staying powder, and easily comes out in the shower (I'd suggest a detox shampoo to really lift it out of your roots). I love that the brush helps seamlessly blend the powder into my scalp, and that it comes with a really great brow brush and spoolie to tackle your brows at the same time!" —Shanna Shipin, senior commerce director

More to know

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• Key ingredients: keratin, argan oil, ginseng root extract
• Fragrance-free: yes

Best Scalp Serum: Nécessaire The Scalp Serum

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Nécessaire

The Scalp Serum

$48

Amazon

$48

Sephora

McGrath applying the Nécessaire The Scalp Serum

Kara McGrath

Why we love it: If your part’s looking wider or your ponytail feels a little wimpy, Nécessaire’s The Scalp Serum might be your new, low-maintenance fix. This lightweight, fragrance-free formula features 5% capixyl—a blend of red clover extract and a peptide that helps reduce shedding and promote thicker-looking strands. “Some studies have shown it can be just as effective as 3% minoxidil,” New York City-based board-certified dermatologist Michelle Henry, MD, told Allure. But unlike minoxidil, it carries a lower risk of irritation or unwanted facial hair, making it a smart choice for sensitive scalps. It’s also approved by the National Eczema Association, which speaks to how gentle it is. To top it off, the serum includes hyaluronic acid, biotin, and niacinamide to keep your scalp calm, hydrated, and thriving, so your hair can live its best, fullest life.

McGrath before applying the Nécessaire The Scalp Serum

Kara McGrath

McGrath after applying the Nécessaire The Scalp Serum for four months

Kara McGrath

Tester feedback from McGrath

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“[At first,] I did not have high hopes. But then, several months in, my hair started to feel…different. It took two hands to hold it all. My ponytails started to more closely resemble that of the equines they’re named for: thick (for me), shiny, and bouncy. The length, which had previously seemed to tap out just below my collarbones, was reaching mid-boob territory.” —Kara McGrath, former content director

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• Key ingredients: capixyl, hyaluronic acid, biotin, niacinamide
• Fragrance-free: yes

Best Mask: Ryo Damage Care & Nourishing Treatment

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Ryo

Damage Care & Nourishing Treatment

$19

Amazon

$23

Yesstyle

Why we love it: For those new to K-beauty hair care, it’s all about healthy hair, starting with the scalp. Take Ryo’s Damage Care & Nourishing Treatment. While it smooths and revives damaged strands with nourishing ingredients like pomegranate and camellia oil extracts, the real focus is on what’s happening at the root. Korean ginseng extract and caffeine help support a healthier scalp environment, while rice from Yeoju—an especially nutrient-dense variety grown in mineral-rich soil—adds softness and strength from the root through the lengths. Worried about applying a rich mask near the scalp? “Most masks can clog follicles, but Ryo is designed to touch the scalp,” says Cherin Choi, a hairstylist and colorist based in Los Angeles, noting that it helps lift weak hair while keeping the scalp balanced.

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• Key ingredients: pomegranate extract, camellia oil, rice, ginseng, caffeine
• Fragrance-free: no

Best for Volume: Oribe Maximista Thickening Spray

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Oribe

Maximista Thickening Spray

$42

Amazon

$42

Nordstrom

Why we love it: If you’re after maximum volume and thickness, look no further than Oribe—the brand stylists swear by for big, bouncy blowouts and that unmistakable luxury finish—with its Maximista Thickening Spray. It’s packed with thickening copolymers to pump up the volume and lock it in, plus amino acids to keep hair strong and moisturized. And because Oribe always goes the extra mile, its signature complex protects against environmental stressors, while built-in heat protection keeps your hair safe from hot tools. If your thinning hair is also prone to frizz, the cetrimonium chloride in this spray provides conditioning and anti-static powers—making it especially helpful for curly hair.

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• Key ingredients: amino acids, thickening copolymers, cetrimonium chloride
• Fragrance-free: no

Best Mousse: R+Co Rodeo Star Thickening Style Foam

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R+Co

Rodeo Star Thickening Style Foam

$38 $35 (8% off)

Amazon

$38

Dermstore

Why we love it: Creating voluminous hair starts in the shower, but to keep that full, bouncy look going, the right styling products are key, like R+Co Rodeo Star Thickening Style Foam. “This styling foam delivers quick, nonsticky fullness with a soft, touchable feel,” says Petrut. It incorporates skin care-inspired ingredients, like vitamin E to deeply condition hair, kiwi fruit extract to help maintain moisture balance, and aloe vera leaf extract to minimize breakage and add shine, to give hair a fuller, bouncier look. If bold volume is what you’re after, this is your go-to.

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• Key ingredients: vitamin E, kiwi fruit extract, aloe leaf extract
• Fragrance-free: no

Frequently asked questions

What is the best-proven product for thinning hair?

If you’re experiencing hair thinning, the right products can make a big difference. The best approach focuses on hair growth, scalp health, and follicle strength. “Minoxidil is the most tried-and-true ingredient for hair loss and thinning,” says Dr. Mislankar. (You might recognize it as the main ingredient in Rogaine, which is a minoxidil foam.)

Other ingredients like “biotin, caffeine, rosemary oil, and niacinamide have also been shown to promote the temporary appearance of hair thickness,” says Jae-Manuel Cardenas, a New York City-based hairstylist, who recommends root lifters, volumizing products, and other hairstyle formulas to temporarily deliver fuller hair.

Hair-growth supplements are a dime a dozen, but dermatologists don’t agree on how much they can really help. And since they can come with side effects, it’s important to talk to your doctor first.

Can hair grow back after thinning?

Hair can grow back after thinning, but it depends on the cause. “In some cases, like telogen effluvium—temporary hair shedding caused by stress, illness, or hormonal changes—hair often grows back on its own with time and patience,” says Dr. Mislankar. (For instance, minoxidil won’t do a whole lot for postpartum hair loss, which is caused by hormone changes during and after pregnancy.)

However, if thinning is due to androgenetic alopecia (hereditary hair loss, or female-pattern hair loss), long-term treatments like medications or procedures are usually needed to maintain new growth. “While waiting for hair to regrow, avoiding excessive heat styling or harsh chemicals helps prevent further damage. Volumizing shampoos, leave-in treatments, and proper styling techniques can also make hair appear fuller in the meantime,” she says.

What are the “Big 3” for thinning hair?

The big three for thinning hair are minoxidil, finasteride, and ketoconazole. “They each play a special part in encouraging hair growth. Minoxidil works by widening blood vessels in your scalp, boosting circulation so more nutrients reach your hair follicles—helping to spark new growth and keep shedding in check. Finasteride blocks an enzyme called 5-alpha reductase—the one that turns testosterone into DHT (a.k.a. the hormone that makes hair follicles shrink and leads to thinning). Less DHT means your follicles stay active longer, helping to keep your hair where it belongs. Ketoconazole isn’t just for fighting fungus—it also helps mitigate scalp inflammation, one of the culprits behind hair loss. Research suggests it has mild anti-androgenic properties, meaning it may help minimize DHT’s impact on hair follicles,” says Dr. Mislankar. Together, they can create the ideal foundation for new hair growth.

Meet the experts

• Sherry Backman, a cosmetic chemist based in Brattleboro, Vermont
• Jae-Manuel Cardenas, a senior hairstylist at Ollin Salon NYC by Johnny Ramirez, based in New York City
• Cherin Choi, a hairstylist and colorist based in Los Angeles
• Michelle Henry, MD, a board-certified dermatologist and founder of Skin & Aesthetic Surgery of Manhattan, based in New York City
• Omer Ibrahim, MD, a board-certified dermatologist and founder of Salmalita Cosmetics, based in Chicago
• Jerome Lordet, founder and owner of Jerome Lordet Salon, based in New York City
• Sanda Petrut, a stylist at Maxine Salon in Chicago
• Carlos Vieira, a board-certified dermatologist at The Dermatology Specialists based in Philadelphia

How we test and review products

We always enlist a range of testers for our makeup vertical, but hair-care products and tools are another story. While there are certainly products that can be used across different hair textures, lengths, curl patterns, thicknesses, colors (natural and unnatural), and needs, hair products are often created with specific consumers in mind. Many are created in order to address a concern (dandruff, breakage, brittleness) or to work most effectively for a specific hair type (4C curls, wavy hair, gray hair). You wouldn’t want to pick up a purple shampoo that’s only been reviewed by someone with, say, auburn hair, or a diffuser that’s never been tested by anyone with curls—right?

For our review of the best products for thinning hair, we enlisted the help of multiple editors, writers, contributors, and hair experts—many of whom want shinier, healthier-looking hair. Testers considered performance across four primary categories: efficacy, texture and experience, fragrance, and packaging. For more on what's involved in our reporting, check out our complete reviews process and methodology page.

Our staff and testers

A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.

After all, can we really say a skin-care product is the "best" for people over 50 if the only testers we've solicited opinions from folks who have yet to hit 30? Can we honestly deem a high-end diffuser worthy of your hard-earned cash if it’s never been tested on curls? We're proud that our staff spans a wide range of ages, skin tones, hair textures, genders, and backgrounds, which means that we are able to fairly assess any beauty product that comes into the beauty closet.

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I think most makeup wearers can relate when I say my default eyeliner shade is always some take on black or brown. Maybe I'll do charcoal on a really wild day. I even have a couple of shades of blue and purple waiting in the wings in case I want to create colorful… well… wings. But red? I'm reluctant to put it lightly. Or at least I was until I saw Zendaya making it look like a new neutral.

Zendaya has been unsurprisingly killing it with the beauty and fashion moments as she promotes her new movie, The Drama. And while she's been looking like a one-woman bridal fashion show for many of the appearances, she took a glamour-goth turn for the Rome premiere, wearing a black Giorgio Armani Privé gown previously worn by Cate Blanchett. (Something borrowed. Get it? Because the movie is about a wedding?)

Photo: Getty Images

The dress definitely called for some badass makeup, but instead of the bold, black liner you might expect, makeup artist Nikki Wolff went with red tones that really vibed with the burgundy backdrop at the event. Once you get past her bangs, very much intentionally styled by Ursula Stephen to fall in front of her eyes, Zendaya's lids are covered in a smoky wash of fiery color with a seamless, shimmery blend.

Photo: Getty Images

Even her lower waterline is given a bold stroke of red—a look I'm quite sure would make me appear to have not slept for days. But it works so well on Zendaya because a) she's Zendaya and b) it's not a true red. The coppery hue comes through as red in contrast with her eye color and glossy lips, outlined in a tan pencil.

Photo: Getty Images

While this may not be an everyday look for most of us (Zendaya included), it absolutely proves there's plenty of room to explore unexpected eyeliner colors—even the ones we previously assumed wouldn't be flattering.

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March 2026 was poised to be perhaps the pinnacle of Utah Mormon cultural influence. The fourth season of the Hulu sensation The Secret Lives of Mormon Wives was dropping 10 new episodes of soft waves, plump lips, and perky breasts. And just 10 days later, the latest season of The Bachelorette would premiere on ABC with a Mormon woman—Taylor Frankie Paul, a cast member of SLOMW—at its center for the first time. But last week, what may have been cracks in the picture-perfect presentation of this demographic of Utah women became a major fissure when a 2023 video of Paul throwing metal barstools at her ex-partner, Dakota Mortenson, while her child is in the room surfaced online. Just three days before it was set to premiere, The Bachelorette—at a likely cost of tens of millions of dollars—was entirely cancelled. There are reports from cast members that the filming of season five of SLOMW has been paused. (As of press time, Hulu had not replied to a request for comment.)

Over the last decade, the cultural currency of the Church of Jesus Christ of Latter-day Saints (LDS) has risen sharply in the United States, as the Mormon lifestyle bloggers of the 2010s laid the groundwork for the reality show influencers of today. Those young content creators—with their long, shiny hair, mostly modest attire, affiliate links, and several children under five—walked so Paul and her #MomTok compatriots could run (perhaps a little too far). Is this month’s turmoil an indication that the Mormon commerce machine may come to its inevitable end? Or will it now morph once again?

A few weeks ago, I flew to Salt Lake City to report on the powerful 2.0 wave of Utahn beauty influence—timed perfectly to this Big Month for Mormons. I sat down with the cast of SLOMW (minus Paul, who pulled out the day before, and Whitney Leavitt, who is currently performing on Broadway as Roxie Hart in Chicago), visited the med spa of The Real Housewives of Salt Lake City’s Heather Gay, got Utah Curls, and slurped on a “dirty soda.” This is what I found along Interstate 15—and where I think this aesthetic subculture-turned-juggernaut is headed next.

I've only been in Jessi Draper’s chair for four minutes when she starts telling me about her labiaplasty. “After having a baby, I was like, it's not the same down there. It was hard to wear yoga pants. It was just distracting,” the 33-year-old hairstylist says while twirling a lock of my hair into her signature—and, since 2024, trademarked—“Utah Curls” style. The inner (or, in this case, outer) workings of their genitals may be TMI for the average chat with your hairstylist, but for Draper, this is small talk. In fact, she’s told this story before, on the first season of Hulu’s megahit reality show The Secret Lives of Mormon Wives. (Hulu doesn’t release its numbers, but there are rumors that ratings have topped that of The Kardashians.) Getting a labiaplasty—or breast implants, Botox injections, spray tans, or lash extensions—is par for the course in Utah Mormon beauty culture.

We’re in JZ Styles, a 15,000-square-foot beauty behemoth that Draper founded in 2016 alongside her father. The salon is nestled in the Pleasant Grove suburb of Salt Lake City, just down the road from one of the town’s Swig locations, the “dirty soda” shop that skyrocketed to nationwide fame after the show’s premiere. (Mormon doctrine forbids alcohol consumption; it takes no issue, however, with drinking a blend of Diet Coke, flavored syrup, and half-and-half.) This area, which is home to utopian-sounding towns like Thanksgiving Point and American Fork, has more plastic surgeons per capita than Los Angeles, according to a 2017 report published by the Utah Women & Leadership Project. Utah also has more members of the Church of Jesus Christ of Latter-day Saints (LDS) than, well, anywhere else in the United States; approximately 42% of the state’s population identifies as Mormon.

Along with the salon, the building is home to a warehouse—where the SLOMW production company rents out space to shoot the cast’s confessionals—and a store that sells walls of hair extensions, styling products, accessories, and merch, including sweatshirts with words like SAINT, SINNER, and FAME WHORE emblazoned on them. There’s also a crewneck that says BAD AT HAIR, a reference to drama Draper had with costars Taylor Frankie Paul, 31, and Demi Engemenn, 31, during season two of the show, when Engemenn allegedly advised Paul to stop seeing Draper for her extensions because she was "bad at hair." Utah Curls is printed on the packaging for Draper’s beige and pink curling irons, which come in three sizes. (She tells me they sold out in less than 24 hours following season one’s premiere.) In the same space is a hair school called JZ Academy. Draper currently has around 50 employees who help her run the place (including her sisters, who serve as the heads of operations, and her mom, who is also a hairstylist, as lead educator). And even though I’m there at 12 p.m., on a random Tuesday in March, six of the salon’s other chairs are filled by young women. All of them are getting blonde highlights.

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Even if you haven’t seen The Secret Lives of Mormon Wives, you probably know a “Mormon wife” when you see one. If the original, modern LDS stereotype was conservative young men in white shirts and black ties (if you’re not one of the millions who saw The Book of Mormon, you know the image), today’s aesthetic vision of Mormonism is quite the opposite. “You can tell when a girl's from Utah,” Draper tells me. There’s “a lot of blonde bitches here,” her costar Mikayla Matthews, 25, says later, as we sit in the back office of JZ Styles with Draper and costar Mayci Neeley, 31. LDS members pioneered the settlement of this state, and Utahns, whether they’re Mormon or not, are heavily influenced by the religion’s culture; the restaurant inside my hotel in downtown Salt Lake City was not serving alcohol, for example. The show’s cast of women, who at some point have all been members of the church, are mostly white with long hair, microbladed eyebrows, Juvéderm-filled lips, and, quite often, pregnant bodies—there are, at the time of publication, 23 children between the seven cast members (we’re not counting Engemenn, who is no longer filming the show).

Over the sounds of a few high-powered hair dryers, six of the show’s current cast members tell me that the area’s obsession with aesthetics isn’t just an overblown media headline. I believe them since I’ve now seen the infamous aesthetics-focused billboards that line Interstate 15, the major highway that cuts through Utah County, with my own two eyes—they advertise for plastic surgeons, med spas, teeth whitening services, hair extensions, and even Draper’s salon. “I think that if people assume that this is a vain state, they would be correct,” says costar Layla Taylor, 25.

Each of the SLOMW cast members has spoken openly about their aesthetic work, ranging from neuromodulators to breast implants to the aforementioned labiaplasty. After filming season one, Taylor gifted herself a breast augmentation, rhinoplasty, a tummy tuck, Botox, and filler in her lips, chin, and jaw. “I had kids young, and I love my babies to death, but they screwed up my body, and I wanted to feel hot again,” she said on Page Six’s Virtual Reali-Tea podcast at the time. “I’m single. I want a new husband one day, so I had to revamp!”

Some of them have documented their experiences on camera—both for the show and for their personal social media. In 2022, Taylor Frankie Paul, the fallen Bachelorette, made the women’s “MomTok” group famous for outing her swinging scandal. In season four, which premiered earlier this month, she gets a breast augmentation. It’s her second in less than four years. I was scheduled to interview Paul at JZ Styles, but the day before I arrived, I was told she would no longer be there. We didn’t get a chance to discuss her revision—or anything else. During a confessional interview, she said she wanted to get a “touch-up” after having another child and also for her upcoming appearance as the lead on The Bachelorette. “I think I’m about to be in a lot of dresses,” she says. “If you know me, I’m not normally in dresses, so I just kind of want to feel good in them.”

For the stars of SLOMW, telling the world about where and what on their bodies they’ve had poked and prodded feels natural. Like their moral obligation, even. “We're not pushing for people to get plastic surgery,” Matthews says. “It's just like, ‘Hey, if this is something you want to do, there's no shame, there's no judgment. This is my experience for your information, for your knowledge.’”

“That's how it should be,” adds Neeley. “You see certain celebrities and [they say], ‘I've never done anything.’ I think that's why we like to be open about it too, because I'm like, it's so weird to act like you are perfect. We know we're not.”

Neeley, Affleck, and Matthews at JZ Styles, the birthplace of Utah Curls.

When Allure traveled to Utah in 2017 to investigate that earlier phenomenon of LDS influence, we learned that while there’s no Mormon doctrine that outright says, “thou shalt be hot,” there are messages regarding a woman’s appearance that filter through the church. The LDS website even has a section on “Dress and Appearance” for its young missionaries. “From a young age, we’re taught that our bodies are sacred temples where we make covenants with God. It’s about self-confidence from the inside out. Inner beauty is really important, too,” Dancing with the Stars cast member (and erstwhile blogger) Witney Carson told writer Alice Gregory at the time.

“It's said that the harder you work as a missionary, the hotter your wife."

Some are a bit less eloquent than Carson in addressing the value that the religion can put on appearance, particularly that of a woman: “It's said that the harder you work as a missionary, the hotter your wife,” says Julie de Azevedo, PhD, a Salt Lake City–based psychotherapist specializing in Mormon women’s emotional health and relationships. “They joke about it, but I think there's truth in jest.” The misogyny isn’t exactly whispered among Mormon men. It’s often said out loud. And recorded. And published on the internet. In 2015, Elder M. Russell Ballard, a prominent member of the LDS faith, who served as president of the Quorum of the Twelve Apostles from 2018 until his death in 2023, gave a devotional where he suggested to women that they "don't wander around looking like men. Put on a little lipstick now and then and look a little charming. It's that simple.” There are plenty of other sexist incidents and similar messages that’ve been repeated throughout the church’s recorded history, including a 1994 sermon by former church president David O. McKay in which he encouraged women to wear makeup, declaring “even a barn looks better when it's painted.” It’s not hard to imagine what’s said behind closed doors.

You don’t need to be exceptionally pious to be affected by the Mormon way of life. In fact, the cast says the church’s influence is very much embedded in their psyches, even though not all of the Wives are devout followers of the religion. It makes sense, since being part of the LDS faith affects every aspect of a churchgoer’s life: what they wear, what they drink, whom they marry, and how they spend their time. Many have vocally left the church, including Taylor, Matthews, Draper, and their costar Miranda Hope, 27. Jen Affleck, 26, tells me she’s currently going through a “faith crisis” and is unsure of where she stands, although a few days after our chat, she vlogged herself attending church. Neeley tells me she’s still very much a practicing Mormon. Paul and costar Whitney Leavitt, 32, still attend church. “If you've ever deconstructed a high-demand religion, it is so much more than just going through the faith crisis alone and coming out on the other side,” Hope says. “There are so many things I'm so grateful for that the church taught me and that I still practice today, but at the same time, there are still things that I find I [need to] work through.”

From left: Taylor, Affleck, and Hope were quick to admit that the aesthetic stereotypes of Utahns are exactly what the billboards lining Interstate 15 would lead one to believe.

Even if they’re not the devout Mormons who wear sacred garments and stay virgins until marriage, to outsiders the cast has become unofficial spokeswomen for the faith, or at least the culture. This is, in part, by design: Dr. de Azevedo says there’s a saying that “every member [is] a missionary," which is the idea that “you shine your light and other people will want to be Mormons.”

Katie Ludlow Rich, a scholar specializing in Mormon women’s history, tells me that post-World War II, there was a movement within the church to assimilate into the broader American culture. “In the bigger push toward missionary work, there seems to be a stronger emphasis placed on appearance, not only those spiritual imperatives of attracting a mate,” she says. “You are a missionary. Everywhere you go, you represent the church, and so you have to look a particular way in order to represent the church well.” Because who wouldn’t want to join a religion seemingly spitting out beautiful women?

A recent survey published by two researchers at Brigham Young University (LDS’s higher-education center, and where many young Mormons meet their future mate) found that 14% of the 1,333 Latter-day Saints surveyed (82% of whom were women) have had major cosmetic surgery and 20% had undergone cosmetic enhancements, which, beyond Botox, include treatments such as laser hair removal, chemical peels, and dermabrasion. These numbers, the researchers say, are significantly higher than the national average (according to Pew Research Center, only 4% of Americans report having had cosmetic surgery). Still, 10 years ago, plastic surgery was far more secretive even among members of the LDS community. “Now it's like, I want everyone to know that I am invested in self-care, that I can afford it, that I am going to the coolest place in town, and that I own what I want and I get it,” says Heather Gay, owner of Beauty Lab + Laser, a med spa based in the Utah capital. (She, too, has purchased billboards on Interstate 15, including one two years ago that encouraged passersby to “Love thy selfie.”)

Gay is also a cast member of The Real Housewives of Salt Lake City, another successful reality show franchise that lifts the curtain on Utahn Mormon culture (three cast members are ex-Mormons, while one is still practicing). She left the church nine years ago, in her early 40s, and has since publicly distanced herself from the faith. Her book, Bad Mormon, and the Peacock limited series, Surviving Mormonism with Heather Gay, both explore the psychological impact of LDS culture.

RHOSLC star Heather Gay now runs two Beauty Lab + Laser locations in the Salt Lake City area.

The constant nipping and tucking might seem at odds with a religion that preaches modesty and a sacred text that advises parishioners to abstain from consuming alcohol, tobacco, drugs, and caffeine, and declares that tattoos and piercings don’t show “respect toward our earthly bodies.” But Mormonism is a high-demand, patriarchal religion, and the church’s obsession with godly worthiness has only made the fixation on beauty flourish. “There's a scripture that says, ‘Be therefore perfect,’ and I think that's misinterpreted as, ‘be externally flawless,’” says Dr. de Azevedo. “There's kind of this cultural belief in Utah that if you look perfect—if your kids look perfect, if your house is perfect—then somehow it's tied to your righteousness.” As Brigham Young, the second president of the LDS church, told the early Utah settlers in the mid-1800s: “Beautify your gardens, your houses, your farms; beautify the city. This will make us happy and produce plenty.” In other words: Appearance matters.

“There's a scripture that says, ‘Be therefore perfect,’ and I think that's misinterpreted as, ‘be externally flawless.'"

It makes sense, then, why these women put so much time and effort into their outward presentation. “Women are encouraged to be stay-at-home moms, so if you don't have other ways to find satisfaction and value, you might focus more on appearance as something you can control or something that you can make you feel good about yourself, because you're not achieving outside of the home as much,” Dr. de Azevedo says.

“There are these spiritual imperatives that are placed on [Mormon women] to look a particular way in order to attract a husband,” Rich says. Marriage is not a choice. Here, it’s necessary for salvation. “You can't be with your family for eternity in LDS theology unless you are married and sealed for time and eternity in the eldest temple,” says Rich. “To return to heaven or to have an eternal family, that requires marriage.”

But there are twice as many single women as there are men in the LDS faith, making finding a suitable husband to marry and have babies with yet another competition. And most Mormons don’t risk waiting: The average age of marriage is 28.5 for men and 26.8 for women, according to a 2023 devotional given by the church’s current president, Dallin H. Oaks. The SLOMW cast members were all married for the first time between the ages of 17 and 23. “There is pressure to get married, and when you're finding your significant other, you obviously want to attract the right person,” Affleck tells me. “So what do you do? You do all the right things.”

The one-upmanship continues even beyond marriage. Rich tells me that she knows of an 88-year-old lifelong Mormon woman living in Boston who goes to weekly lash appointments. “She lives in an upper-middle-class neighborhood in Boston where there are lots of professional women, and she said, ‘None of them go get their eyelashes done. But when I go to church, most women have their eyelashes done,’” Rich says. “And that's a woman in her 80s, feeling this pressure.”

“It's a performative faith,” says Gay. "You're Mormon as much by the things you believe as by the things you do and don't do. It's like, ‘Oh, are you getting your lips done? I'm getting my lips done. Are you getting Botox? I'm getting Botox.’ You are constantly checking yourself against your neighbor.” Hope, who left the church following her own faith crisis around the time season one began filming, agrees: “I think we've all heard the term ‘keeping up with the Joneses,’ and I think that's very prevalent in Utah,” she says.

Researchers have found that this kind of environment can create something known as a "contagion effect,” in which attitudes or behaviors can spread throughout a specific population. This phenomenon has also been reported in places like South Korea and in Orthodox Jewish communities, where there is ethnic homogeneity—and an outsized number of plastic surgery patients. The pursuit of perfection, in this case, is also tied to proximity to whiteness. “Everyone's blonde and blue-eyed here,” Affleck, whose mother is Ecuadorian, says. “Being different, we just stand out, and that can cause a lot of insecurities. I mean, I've been guilty of dyeing my hair blonde for that exact reason.” Utah County is 89.2% white, and the LDS faith globally is 72% white.

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Taylor says that being the only Black cast member on SLOMW is still an everyday struggle. “For a long time, I thought the perception of beauty was long, straight hair, light-colored eyes, skin that wasn't dark like mine,” she tells me. “I tried to bleach my skin one time, and I straightened my hair my whole entire life and have done things that were very toxic because I thought that that's what beauty was because it's all I saw growing up.” While this is in part because of the homogeneity of the region, racism is also embedded into the very fabric of the religion: Earlier versions of the Book of Mormon contained a passage that described dark skin as a curse from God (it’s since been revised to contain less harsh language, says Rich), and until 1978, the LDS faith did not allow Black men to become priests. Today, the church has a statement on its website saying it “condemns racial and cultural prejudice in any form.”

While she says she’s filtered herself in past seasons, Taylor has since learned to show up as her authentic self. Part of that transformation was inspired by finding a Black hairstylist who understands how to work with her hair texture. “I've had braids now. I've worn wigs now, and it's been so cool to fully embrace that side of myself,” Taylor says. “For a long time, I felt like I wasn't safe to do so.” She had been getting her hair done at JZ Styles, including extensions, but stopped in season three due to the damage caused by the employees’ lack of experience working on Black women’s hair. Now, Draper says she’s working with Taylor’s stylist on a curriculum for JZ Academy. “I just think it's important to kind of expand what you know,” she tells me while I’m in her chair. “Even though Utah's predominantly white, it's good to know everything. I never want to be in that situation again.”

The night before I was set to interview the SLOMW cast, I strolled through downtown Salt Lake City in the rain looking for a spot to get a manicure. I didn’t have any trouble finding a suitable place steps away from Temple Square—the area known as the historical and spiritual center of the LDS church. Three young women had also braved the downpour to get pedicures, and they sat side-by-side in their Utah best: matching sweatsuits and highlighted beachy waves. Each of them opted for the same pinky-nude polish on their toes. The topic of discussion was fake tanning, and they were listing the pros and cons of their two favorite brands: Glowing Tan and St. Tropez. Two of them were wearing engagement rings. They appeared to be college-age.

My fellow nail salon-goers were the portrait of the SLOMW season one version of Mormon beauty, but I’d argue the cast today represents Mormon beauty 2.0. So, what’s the 2026 version of a Utah Curl? “It’s all about the blowout,” Affleck says, her dark hair blown out smooth and sleek with soft flips that emphasized her layers. Draper adds that her clients are ditching the stereotypical “long, long, long hair” and requesting shorter, more natural hairstyles and colors. Only two of the eight wives this season are blonde, a stark difference from season one, wherein all but one had highlights, lightened hair, or full-on bleach jobs. Taylor says she hasn’t had lash extensions in years. Matthews took out her breast implants in 2024, although it was more because she believed they contributed to her chronic eczema flare-ups than for aesthetic reasons. Gay also sees the aesthetic goals of her Beauty Lab + Laser clients evolving: Instead of puffing up their faces with filler, they’ve become more interested in microneedling and lasers, which Draper and Hope also say are now part of their beauty routines. “Everyone wants really glowy, really tight, glazed donut skin,” Gay says. (Allure has previously reported on the safety concerns regarding med spas, so please proceed with caution.)

The new definition of Mormon perfection looks different now, but that’s not to say the pursuit of looking naturally beautiful is easier than looking artificially enhanced. After Draper releases one final Utah Curl into my hair (I now match the six other clients in the salon), she tells me she regrets her most recent cosmetic surgeries, which included an upper and lower blepharoplasty, a procedure that involves removing excess skin around the eyes, along with fat grafting in her face. She says she got caught up in “it,” and I assume she means the quest for flawlessness. “I went in for one thing, and I was talked into doing other things,” she explains. “It can be really easy to get talked into things because we're, again, in Utah Mormon culture, and the standard of beauty is so high, and we're also on TV.”

Draper uses a curling iron from her own line to create her trademark—literally—style of ringlets, called Utah Curls.

A few days after our chat, Draper shared a video to her 1.6 million Instagram followers, addressing the negative comments from strangers about her appearance. She revealed that she got Kybella injections in hopes of reversing the effects of the fat grafting in her face. “I have such self-confidence issues, and looking back, I can totally see how I was blinded by those,” she says. “I was beautiful, and I wasn’t able to say that a few months ago, and I can say that now.”

“Appearance is everything here,” Taylor reiterates. She’s been open about her ongoing eating disorder throughout the show, and during the final episode of season four, she tells Hope and Draper that she’s been abusing Tirzepatide, a GLP-1. “I got it from a plastic surgeon here in Utah in the fall of last year,” she tells me. “They just handed it to me without ever having an appointment with me. They got me a prescription, and it was at my house the next day.” She stopped using it a couple of months ago. “I'm very happy that I shared that with the world because there are so many people that abuse this drug and it's so easily accessible now,” she says.

“I have no interest in changing myself… I mean, I have a boob job, I get Botox."

Two years ago, Hope seriously considered getting her ears pinned back. “They stick out more than I would like,” she admitted, although she says it never really bothered her until she received comments about it online. She’s since changed her mind. “I remember looking back at baby pictures of my son and even now, he has my ears exactly, and I was like, ‘I'm not doing that anymore," she says. “I have no interest in changing myself… I mean, I have a boob job, I get Botox. I'm still open to doing that stuff. However, I think being very intentional with it is important.”

With a 40-ounce #MomTok-branded Hydrojug weighing my bag down, I left JZ Styles to tag along with Hope for a visit to Rise Rejuvenation, a med spa just 20 minutes north that’s frequented by the cast. (The American Med Spa Association estimates that there are 225 med spas in Salt Lake City and another 125 in Utah County, where Rise is located.) Season one’s most memorable scene includes Neeley, Leavitt, and Matthews at the practice, inhaling laughing gas in what they describe as a Mormon loophole to get “high” without drugs. When I ask Hope if she ingests the stuff every time she visits the med spa, she laughs and says only sometimes: “I will just for kicks and gigs, but normally I don't do it when I get my Botox done.” Besides getting neuromodulators in her forehead, eleven lines, and lips, Hope often gets HydraFacials at Rise and is interested in getting a Moxi treatment, a non-ablative resurfacing laser. She says she’ll just have to wait until there’s enough downtime between filming to fully recover.

Hope gets Botox in her forehead, eleven lines, and lips.

After Hope’s appointment, I head back to downtown Salt Lake City with my head of Utah Curls to walk around the 10-acre campus that’s home to the Salt Lake Temple (a modest footprint, really, when you consider that the church is the nation's fifth-largest private landowner and owns 1.7 million acres across America). The area is eerily quiet at 5:30 p.m. A few women pushing strollers walk past me with similar-looking ringlets in their hair, although their eyes look far more tired than mine. I approach the 222-foot-tall temple looming in the center of the campus, but I can’t get too close: It’s currently undergoing an aesthetic upgrade of its own, set to be completed late this year.

“Hello!” I hear from behind me. I turn to see two modestly dressed, blue-eyed young missionaries approaching me—a blonde sporting a messy low bun and a brunette with undone waves. There isn’t a hair or lash extension in sight. “I love your hair,” the blonde tells me, gesturing to my curls. “Do you want to learn about what goes on in the Temple?”