In Director Francis Ford Coppola’s 2024 science-fiction drama “Megalopolis,” the film’s architect protagonist has a vision for building a futuristic utopia in an alternate 21st-Century New York City.

Trey Augliano, a 19-year-old newly minted beauty entrepreneur studying marketing and entrepreneurship at Syracuse University, says he’s trying to create a utopia in the beauty space. He’ll do this with a new website called — what else — Utopia Beauty with the goal to create a “science-backed revolution” for beauty brands to provide transparency and honest marketing about their products.

“I’m going to make a space for these brands that are backed by science, who aren’t afraid to show their work [and] are sick of manipulative marketing,” Augliano told Happi. “It’s a hype-driven issue. I’m trying to go against the grain with Utopia. Not every product has to have all this hype that it’s going to save your skin or it’s a miracle. I wouldn’t say it’s on the influencer at all. As a society, is seems like children are getting into skincare earlier, so I feel like it’s more on brands on Utopia and retailers to educate on these ingredients more than anything.”

According to The “Influencer Trust Index: Consumer Insights 2025,” published by BBB National Programs’ National Advertising Division (NAD) in partnership with The Benchmarking Company, nearly half (58%) of consumers purchased beauty products based on influencer recommendations. Yet, only 5% completely trust influencer content. In contrast, there’s 87% consumer trust in general advertising.

Influencer marketing is a $24 billion industry with a need to rebuild credibility and better ensure transparency, per the NAD, which notes high engagement but declining trust among consumers.

The Utopia Beauty Protocol

Utopia Beauty, which launched earlier this year on May 30, is an online retailer, (UtopiaBeauty.co) which says it’s “tired” of overprice skincare, empty claims and hype-driven launches.

With the principle that beauty consumers deserve better, Utopia Beauty built the first retailer that stocks only products that are proven to work. Every brand is vetted via a three-step standard called the Utopia Beauty Protocol. The site touts no paid placements or pseudoscience — just results.

The Utopia Beauty Protocol consists of a trademark-pending, three-pillar protocol: Scientific Backing, Innovative Formulas and Transparency.

Through Scientific Backing, products are held to the stringent standard to be supported by studies, clinical trials or proven ingredient efficacy. Further, Utopia prioritizes products using biotech actives, advanced delivery systems and high-impact ingredients. Regarding transparency, no hidden actives, vague claims or “marketing tricks.”

Augliano created Utopia after a years-long struggle with acne, and not knowing the cause.

“I struggled with acne for years and I felt like I was being lied to at every turn by brands claiming that this product does this, [and] this product does another thing,” he told Happi. “When I started learning about ingredients and really getting into the clinical data, none of this makes sense. [Brands claimed their product] can do things overnight that’s not even possible.”

After having dabbled in the creation of Shopify sites, he was inspired to make the beauty space he “wished existed.”

Utopia Beauty functions similar to a Sephora or Ulta. Participating brands include various skincare, body care and hair care brands ranging from Phtyoskin to Cool as a Cucumber, Blossom Essentials, Veriphy Skincare and biologist-founder skincare brand Acaderma whose products consist of patented bioactives.

“Their big thing is education,” he said. “And that’s really important.

Augliano added that L’Oreal’s recent acquisition of British premium skincare brand Medik8 is a leg up for the venture given the Happi International Top 30’s investment in the science-backed beauty space — a move, Aguliano said, justifies Utopia’s existence.

“Consumers are moving more toward that and they’re smarter than they’ve ever been,” he noted. “More than just sales, a lot of these brands are really excited to be a part of this community. The Utopia Beauty Protocol is a rigorous scientific standard and it’s like a badge of honor. I’m building a business, but I want to build a community. This is a $2 trillion-dollar industry and it needs to be shaken up a bit.”

Beauty brands seeking to be featured on Utopia Beauty can reach its founder, Trey Augliano, at [email protected] or send a DM on Instagram @shopUtopiaBeauty.