UTOPIA BEAUTY REFLECTS TRANSPARENCY NOT TRENDS
- Charmaine Swasey
- Dec 23, 2025
- 3 min read
Utopia Beauty is the first online beauty retail industry that succeeds in the promise of “approaching beauty through evidence, not aesthetics,” by supporting wellness and cosmetic brands who are fully transparent in sharing their science-backed ingredients behind each product.
Since Utopia Beauty’s launch on May 30th, 2025, founder, Trey Augliano says that many consumers have reached out and approved of Utopia Beauty’s mission against “clean beauty.” By this, Augliano means that beauty brands often define “clean” as uneven in the absence of scientific backing. In his article, “Beyond the Buzzwords: The Truth About Clean Beauty,” Augliano breaks down the necessary standards Utopia Beauty uphold, and other cosmetic sites and brands are lacking, which are scientific safety, clinical testing, full transparency, and results over fear, meaning “efficacy, not trends.”
“I’ve been a beauty consumer for years, and I have always struggled with acne and skin sensitivity for a long time,” says Augliano. So, when asked what inspired the creation of Utopia Beauty, Augliano says he has been buying into various products until he decided to conduct his own research and dig deeper into brands. His findings determined that most brands claim one thing, but the ingredients tell a different story or may not offer the ingredients they claim their making. Therefore, “I’m going to make a space that’s just for the brands that aren’t afraid to show their work, and for products that are actually affective,” says Augliano.
Although setbacks such as competing on a national scale with brands that are making a million more on sales may arise, Augliano says Utopia Beauty is efficient enough to put on board certain brands in less than 24 hours whereas it would take months or a year for larger retail stores.
The site currently has 26 brands onboard that support a wide range of self-care essentials in skin, hair, makeup, wellness, and body and presents top individual science-backed products guaranteeing safe and effective usage. A few brands include Noon:a wellness brand promoting mushroom gummies with science-backed enhancements of focus, mental clarity, stress resilience, etc, Duradry: a body brand featuring deodorizing wipes, wash, and gel for an ultra-dry feel, Lashfood: a makeup brand specializing in enhancing fullness and texture of lashes and brows and strengthening lash and brow growth with their Phyto-Medic Eyelash Enhancing Serum and Browfood Phyto-Medic Eyebrow Enhancing Serum, and lastly Remilia: a haircare brand promoting their shampoo, conditioner and serum to improve hair growth, density, elasticity, etc.
Hence, all 26 brands stand out to new consumers by embracing Utopia Beauty’s standards which unveil a full list of ingredients from highest to lowest concentration, science-backed benefits along with a detailed explanation of the science, a step-by-step guide on how to use each product, and strong visuals of each product with actual before and after treatment to enhance every brand’s overall mission to fulfill clinically- proven and worthwhile results.
What’s more, Utopia Beauty’s future steps are to enable other science-backed hair care brands such as K18 and Ac t+ Acre, and skin care brands of OurSelf and YouBeauty to join the industry’s site.
So, join Utopia Beauty, a platform that is actively restoring the beauty industry with promising skin, health, and body essentials that abort the manufactured presence of “clean beauty” and strive for full clinical honesty and real lasting outcomes! Thus, all brands are available for review and purchase on Utopia Beauty’s website via: utopiabeauty.co . And for more information on Utopia Beauty’s mission and beauty protocols, visit the platform’s “About” section on their home page.
Lastly, feel free to check out Utopia Beauty’s Instagram page for the latest brand releases and self-care tips via: @shoputopiabeauty.
(All images are property of Utopia Beauty via: utopiabeauty.co and @shoputopiabeauty.