Specialized studios have made lash extensions and brow shaping a category of their own. Wellness and beauty have quietly become a growing part of life in the state's cities.

Dedicated lash-and-brow studios have opened in both cities.

What sets it apart

Extensions, lifts and tints anchor the service menu. For those who know the region well, it is a quiet point of pride.

Certifications and hygiene standards shape the growing field.

Why it matters

Taken together, these threads say something about South Dakota itself — a place where the old and the new sit close together. For a growing number of South Dakotans, that kind of reset has become part of the routine.