We created Utopia Beauty because we were tired of overpriced skincare, empty claims, and hype-driven launches. You deserve better — so we built the first retailer that only stocks products proven to work. Every brand we carry is vetted through a 3-step standard called the Utopia Beauty Protocol™. No paid placements. No pseudoscience. Just results.

"I started Utopia Beauty after years of frustration with the state of the beauty industry. I felt like I was being lied to at every turn by brands and big-box retailers. Buzzwords were everywhere—but when I looked deeper, the labels didn’t mean much. The ingredient lists were vague, the science was shaky, and the marketing felt more manipulative than empowering.

So I built Utopia Beauty as the space I always wished existed—a curated retailer where every product is held to a higher standard. Utopia Beauty is for those who expect more—who want products rooted in truth, not trends. A new way forward for an industry in need of accountability, and a community built on trust, transparency, and results."

-TREY AUGLIANO