In the world of Donald Trump’s Make America Great Again (MAGA) movement, fashion and makeup have become integral parts of the political landscape. A group of well-connected and well-off Republican women, including Homeland Security Secretary Kristi Noem and political consultant Melissa Rein Lively, have adopted a distinctive look that has been dubbed the “MAGA face”. This aesthetic, characterized by long, blond, wavy hair, heavy makeup, and cosmetic injections, is seen as a way for these women to signal their allegiance to Trump’s ideology.
But it’s more than just a fashion statement. The MAGA look is a reflection of the complex and often contradictory values of the Trump movement. On one hand, these women espouse traditional values and profess family values and religious beliefs. On the other hand, they are embracing cosmetic procedures and beauty standards that are often seen as objectifying and patriarchal.
As gender studies professor Juliet Williams notes, “It’s a mistake to dismiss this as just about fashion, just about makeup. It’s actually absolutely central because this Trump MAGA movement was able to return to the White House in 2024, I believe, essentially because of leveraging the gender war”.
The MAGA women, however, reject any notion of submission or coercion. Rein Lively, for instance, says, “This has always been my look. I just found my tribe,” adding that the MAGA look is “so much bigger than politics. It’s friendships. It’s relationships”.
