In the wake of the hit Hulu series The Secret Lives of Mormon Wives, one unexpected breakout star has been the hair of its cast. Known as “Utah curls,” this sleek, voluminous look has quickly become a sought-after style, making $1,500 hair extensions look effortlessly glamorous.
The trend originated from the perfectly styled hair of the show’s #MomTok stars, who proudly sport expertly balayaged extensions, setting the stage for what has become a viral beauty movement. LaRae Day, a Salt Lake City beauty pageant competitor and business owner, noted, “We love our hair extensions out here,” as she reflected on the 22-inch hair extensions she gets done at JZ Styles, a salon co-owned by one of the show’s stars, Jessi Ngatikaura.
“Utah curls” have sparked interest beyond the Beehive State. JZ Styles stylists like Kait Moritz are seeing increased demand, with clients from all over the country flying in for the signature look. Moritz herself is frequently styled in the curls and shared that a typical appointment for the coveted extensions costs around $1,500, excluding color or cutting services.
The allure of the style lies in its Rapunzel-like appeal. With extensions that often exceed 20 inches, Utah curls offer a sense of transformation and the opportunity to feel “like a different version of yourself,” as Moritz described. In places as far-flung as New York City and Texas, stylists report clients citing the Mormon Wives stars as inspiration for their own hair makeovers.
As the trend continues to spread, Utah has become a hotspot for hair tourism, with stylists at JZ Styles handling an influx of out-of-state requests for the viral look. Lindsey Torres, owner of Root & Sage in Texas, noted the increasing number of clients who refer to the Hulu series during their appointments, eager to replicate the long, luxurious curls.
Despite its widespread popularity, Utah curls have not been without criticism. Some social media users have noted that the style, characterized by straight ends and loose curls, can appear unfinished. Critics on TikTok have expressed confusion, with one user writing, “I thought they just didn’t know how to curl their hair.” Others have pointed out that the straightened ends give off a look of “damaged ends,” leading to debates about the true appeal of the style.
For some, the trend is emblematic of deeper cultural issues. Alyssa Grenfell, a former member of the Latter-Day Saints Church, believes the focus on long, perfect hair speaks to the pressure on Mormon women to uphold strict beauty standards. She claims that, within the church, “one of a woman’s greatest value is her beauty,” and that long hair plays a significant role in achieving that ideal.
However, Ciera Hudson, a Mormon content creator, refuted the idea that the trend is solely about religious expectations. Instead, she attributes the obsession with appearance to Utah’s competitive culture. “Everyone is competing with each other here,” Hudson said, explaining that the pursuit of perfection, particularly in physical beauty, is a driving force in Utah’s beauty scene.
The cultural pressure for flawless hair has left some questioning their choices. Siobhain Wiemann, a 41-year-old ultrasound student, shared her experience of regret after cutting her hair, wishing she had extensions like the stars of The Secret Lives of Mormon Wives. “I was like, ‘Am I silly for wanting to get extensions after I just cut my hair?’” she said. While she hasn’t committed to extensions just yet, she purchased a JZ Styles curling iron in an attempt to replicate the curls at home.
According to insiders, the demand for long, flowing hair has less to do with religion and more with a culture of perfectionism among Utah women. “Some people have naturally beautiful hair, and if you don’t, you get extensions,” Hudson commented. The desire to achieve a polished, perfect appearance is so ingrained that extensions have become the go-to solution for anyone who wants to compete in Utah’s beauty scene.
The Utah curls phenomenon underscores not only the influence of reality television but also the lengths to which people will go to achieve a certain look. Whether it’s for a sense of personal transformation, to keep up with trends, or to feel more confident, the demand for this hair trend shows no sign of slowing down. As more women across the country take notice, Utah’s reputation as a hub for hair extensions continues to grow.
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