UWLP Releases Research on Utah Women and Cosmetic Surgery & Body Image

The Utah Women & Leadership Project (UWLP) at Utah State University recently published a research brief, “Cosmetic Surgery and Body Image Among Utah Women: A 2025 Update.” This snapshot examines how cultural, social, religious, and personal factors influence body image, perceptions of cosmetic surgery, and beauty standards in Utah. Using state and national data, the report explores whether Utah’s reputation for high rates of elective cosmetic procedures reflects reality or perception. The analysis highlights four key areas: body image and societal beauty standards; cosmetic surgery data; cultural and social explanations for perceived trends; and ongoing efforts to promote positive body image among women.   

Body Image and Societal Standards of Beauty: Poor body image negatively impacts girls and women in Utah, shaped by societal beauty ideals, family and peer influences, and media exposure. Pressures often begin in childhood and intensify during adolescence, with mothers’ perceptions usually serving as models for daughters. Social media exacerbates these pressures –  96% of girls (aged 14–19) report cyberbullying about their appearance, and 92% have considered changes through dieting, exercise, or cosmetic procedures. Experimental research shows that viewing peers’ cosmetic enhancements increases the desire for surgery, especially among those already dissatisfied with their appearance or who spend substantial time on social media. 

Religious factors within the state also complicate body image creation, where emphasis on “modesty” and “worthiness,” high levels of conformity, and social comparison compound body image issues specifically among members of The Church of Jesus Christ of Latter-day Saints. Overall, while some patients report satisfaction with cosmetic procedure results, evidence is mixed on long-term effects on self-esteem, relationships, or overall quality of life, highlighting ongoing mental and emotional challenges. 

Cosmetic Surgery Data: National trends: Cosmetic surgery in the U.S. has grown steadily, with surgical procedures up 19% and minimally invasive procedures such as Botox and fillers up over 70% between 2019 and 2022. Americans spent more than $26 billion on procedures in 2022. Despite economic uncertainty, overall procedures increased by 5% in 2023, with surgical procedures up 1% and minimally invasive procedures up 3% in 2024. Teens and younger women are increasingly pursuing cosmetic work, with over 23,000 surgeries and 263,000 minimally invasive procedures performed on those aged 19 and under. Male patients are also rising, with a 253% increase in minimally invasive procedures from 2019 to 2022. 

Utah and Regional Trends: Although Utah-specific procedural data are limited, the state ranks high in interest in cosmetic procedures. Utahns lead the nation in Google searches for “breast augmentation” and “boob job” and are among the top 10 for other cosmetic procedures. Utah has 56 active American Society of Plastic Surgeons (.22 per 10,000 adults), ranking 10th nationally. The state has also influenced national trends, including the “clean-girl aesthetic” and demand for subtle, natural-looking enhancements. Minimally invasive procedures like Botox, fillers, and skin treatments are growing, alongside surgeries addressing rapid weight loss. Experts caution that risks and unregulated providers remain a concern. 

Possible Contributing Factors: While exact procedural rates are unclear, demographic and cultural data shed light on Utahns’ cosmetic surgery trends. Utah is 80.7% White, with nearly half of residents identifying as Latter-day Saints, creating a homogenous environment that may increase social pressure to conform to beauty standards. Nationally, 66% of cosmetic surgery patients are White, and marketing materials underrepresent non-White patients, reflecting systemic biases. Religious factors play a role: higher religious prominence predicts a lower likelihood of surgery, while scrupulosity and beliefs in “costly grace” increase it. Utah leads the U.S. in marriage rates, has larger households (an average of 3.51 people), and historically high fertility rates, while mothers tend to breastfeed longer than the national average. The cultural emphasis on marriage, motherhood, and competitive beauty norms, combined with discretionary income and a young, active population, contributes to elective procedures such as “Mommy Makeovers,” reflecting the strong influence of demographic, cultural, and economic factors on body image and cosmetic surgery decisions in Utah. 

Efforts to Support Positive Body Image: While cosmetic surgery can boost self-confidence, underlying body image issues – such as depression, anxiety, and body dysmorphic disorder – remain a concern. Programs like the Dove Self-Esteem Project, Girls on the Run, and local UWLP-Beauty Redefined workshops promote media literacy, resilience, and body acceptance. Research shows education, community support, and inclusive media representation can reduce body dissatisfaction and help shift cultural focus from appearance to health and self-worth. 

“Efforts to improve body image in Utah must go beyond surface-level fixes to address the systemic influences that drive body dissatisfaction,” said Susan Madsen, UWLP founding director and a co-author of the report. “By investing in education, media literacy, mental health support, and cultural messaging, Utah can reshape its body image culture and support women and girls in a more holistic, healthy, and compassionate path to self-worth.”   

Corinne Clarkson, UWLP research associate, and Kolene Anderson, UWLP associate director, were co-authors of the report. 

The “A Bolder Way Forward” initiative provides opportunities for Utahns to learn and contribute to meaningful change across 18 areas of focus. The UWLP is affiliated with the Jon M. Huntsman School of Business and USU Extension. 

 

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