The Miss America Organisation is dropping the swimsuit competition from its nationally televised broadcast, saying it will no longer judge contestants on their appearance.
The competition began nearly 100 years ago in Atlantic City, New Jersey as a bathing beauty contest designed to keep tourists coming to the seaside resort in the weekend after Labour Day.
But it has run into resistance to the swimsuit, and to a lesser extent, evening gown competitions, that had come by some to be seen as outdated.
Following an email scandal in December last year, the group’s top three officials are now women.
Gretchen Carlson, a former Miss America who is head of the organisation's board of trustees, made the announcement on Tuesday on "Good Morning America."
"We're not going to judge you on your appearance because we are interested in what makes you you," she said.
She said the board has heard from potential contestants saying, "We don't want to be out there in high heels and swimsuits."
"Guess what?" she said. "You don't have to anymore."
There's no word if other pageants will follow suit.