Now Reading: Morman MomTok Swears By This $14 Australian Beauty Product
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Morman MomTok Swears By This $14 Australian Beauty Product
At some point in the last twelve months, we all became obsessed with Mormon women. Between TikTok’s trad-wife scandals, the aspirational domesticity of Nara Smith, and the barrel wave curls of Utah’s blow-dried elite, the fascination is real — and reality TV god’s answered our prayers with The Secret Lives of Mormon Wives. Taylor Frankie Paul, a 30-year old mother of three, is ostensibly the star of the show that revolves around the complicated and heavily veneered live of a group of Mormon momfluencers who are rocked following a TikTok scandal.
You couldn’t find a bigger group of all American girls than these Salt Lake City citizens so we were surprised when Paul revealed in a recent interview with Popsugar that one of her favourite makeup brands can be found at Woolworths.
Paul shared her beauty routine name dropping MCoBeauty as her favourite brand. The uber-affordable line of products launched into the US in 2024, and has developed a cult following abroad. Real Housewives alum Bethenny Frankel sung its praises (and questioned the legality of its uncanny dupes) when she visited Australia. Paul is unhphased by the ethics of duping. “I love that they’re affordable and it’s the same thing, if not better,” Paul said. “They do dupes, or dupés is what they call it.” The MCoBeauty Makeup Grip Primer, $13.99 and Miracle Flawless Setting Spray, $13.99. (She mixes high and low, using Makeup by Mario’s Surrealskin Foundation, $76 as her base.)
‘Utah Curls’ And The Influence Of Mormon Beauty
In the same interview, Paul acknowledged that perfectionism is practically doctrinal in Salt Lake City. “Procedures are more common than not,” she shared — with her group of momfluencers dabbling in everything from injectibles to breast implants.
Even the official LDS Church website has a section on women’s grooming, advising readers on how to apply concealer for dark circles. (“Use your fingers to gently apply and blend the colour under your eyes, along the lash line.”) Mormon women have long dominated the lifestyle influencer space, combining homemaking tips, family vlogs, and flawless beauty routines. From Ballerina Farm’s Hannah Neeleman to the frosted pink world of TikTok’s “Momfluencers,” the Mormon wife aesthetic has become its own kind of branding.
It’s no wonder, then, that “Utah curls”, the signature beachy blow dry seen on the women of MomTok, went viral in 2024, appearing in over 100 million TikTok videos. The Washington Post even declared it “the year of Mormon women,” citing their “intense focus on perfectionism and performance” as key to their cultural dominance.
Some critics argue this hyper-feminine aesthetic is part of a broader shift. The viral “Republican makeup trend” poked fun at the bulletproof beauty looks of Fox News presenters, while “Mar-a-Lago face” became shorthand for exaggerated enhancements. But even “clean girl” beauty, with its neutral tones, polished buns, subtle gloss, is being re-examined. As Estée Lauder creative director Elysia Berman put it, these trends signal a return to conformity and conservatism: “Kylie Jenner is dissolving her fillers, and everyone is dyeing their hair back to its natural color, abandoning their alternative phases and rejecting any form of individuality,” she explains connecting the rise of a Hailey Beiber/Polo Ralph Lauren beauty and style standard with a reimagining of a more traditional, harmless, feminine beauty ideal.
And perhaps no one embodies that pristine, copycat pretty, post-individualism like a Mormon momfluencer with the perfect curls — and a bottle of MCoBeauty in her makeup bag.
MCoBeauty Miracle Flawless Setting Spray
$13.99 (usually $28) Chemist Warehouse
MCoBeauty Hydro Hold Ultra Grip Primer
$13.99 (usually $28) at Chemist Warehouse
Makeup By Mario, Surrealskin Foundation
$76 at Sephora
