Beauty retail has grown from mall counters into destination shops and local brands. Wellness and beauty have quietly become a growing part of life in the state's cities.

Beauty retailers have expanded across the cities' shopping corridors.

What sets it apart

Local makers sell soaps, balms and cosmetics at markets. For those who know the region well, it is a quiet point of pride.

Staff often offer tutorials and personalized color matching.

Why it matters

What ties it all together is a distinctly South Dakota balance between the wild and the worked-over. For a growing number of South Dakotans, that kind of reset has become part of the routine.