The world of beauty has shifted dramatically in recent years, with the rise of a distinct style that has become synonymous with American conservatism. This “MAGA beauty” look, characterized by high-contoured faces, sun-kissed skin, and glamorously polished features, has swept across the country, fueled by the growing influence of Republican figures and their supporters.
In July of last year, makeup artist and cosmetic injector Stephanie Louise of Houston’s It’s A Secret Med Spa had the honor of styling Lara Trump, the daughter-in-law of former President Donald Trump, for her role as co-chair of the Republican National Convention. It was a significant moment for both women. Louise, who is known for her expertise in creating the perfect “Texas pink” lip, knew exactly what the occasion demanded.
“I did not mess around with the contour, y’all,” Louise later shared in an Instagram tutorial. For Trump’s look, Louise used a blend of luxury cosmetics, from Mac and Nars foundations to Dior bronzers and Make Up For Ever products. The goal? A refined, “respectful” appearance, in contrast to the more sultry, dramatic makeup trends that have traditionally dominated the beauty industry.
While Lara Trump’s transformation garnered attention, it was not without controversy. In protest of the Trump administration’s policies, Arlington, Virginia-based consultant Suzanne Lambert parodied the MAGA beauty look in a TikTok video titled “Doing My Makeup Like the Gorg Maga Girlies in My Comments.” The video, which has garnered over 6 million views, showcased a satirical take on the “matte and flat” aesthetic of conservative beauty standards, complete with heavy foundation, cakey mascara, and bold eyeliner.
The video sparked a new trend on TikTok, with “Republican Makeup” and “Conservative Makeup Challenge” becoming popular search terms, often sparking debates between users. For many, red lipstick has become symbolic of red states, further highlighting the intersection between beauty and politics.
This aesthetic aligns with the era of President Trump, whose political success, especially among white women, has reshaped perceptions of what it means to be a serious political figure. No longer are older, more conservative beauty ideals such as gray hair and wrinkled brows necessary. Instead, hyper-feminine characteristics, including plumped lips, sculpted faces, and long manicured nails, have become the norm, particularly in the world of Trump supporters. In fact, former President Trump himself once claimed in a phone conversation that his presidency had “made the presidency hot.”
The appeal of the MAGA beauty look has spread beyond political figures to the broader Republican base, with younger conservatives notably moving away from traditional “tradwife” aesthetics. Instead, many embrace a more glamorous, contemporary style. This shift is reflected in the rise of “city conservative” influencers like Raquel Debono, a Manhattan-based conservative activist who champions a more understated, yet still polished, look, including subtle Botox and a “lip flip” rather than the more exaggerated lip fillers popularized in previous years.
Debono’s approach to beauty represents a younger generation of Republicans who seek to balance traditional values with modern, fashionable trends. For these individuals, role models like Ivanka Trump are influential, admired for her poise and sophisticated style. Ivanka’s restrained inauguration look, which featured forest-green Dior couture and black tights, exemplified this new, more demure aesthetic.
Despite the shift, some habits remain entrenched. As Debono humorously admits, “I always like to look a little bit orange, you know. It makes me feel better.” The enduring popularity of bronzer within conservative beauty circles is a testament to how certain trends persist, even as the broader aesthetic evolves.
As the MAGA beauty look continues to define conservative fashion, it represents more than just a makeup style; it is a cultural symbol that mirrors the political and social transformations taking place within American conservatism. Whether through bold Instagram tutorials or high-end surgical procedures, the emphasis on a polished, “high and tight” appearance signals a shift in how beauty is both consumed and performed in the context of modern American politics.
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