Beauty trends among American conservatives
United States conservatives in the 2020s have demonstrated at least two notable beauty trends. The first is Republican makeup, also known as MAGA makeup, MAGA beauty or conservative girl makeup. This term describes the style and application of cosmetics by people affiliated with Trumpism. The style refers to eyeliner, mascara, rouge, and foundation that are heavily applied so as to make their use obvious. This style contrasts with the natural makeup style. Kristi Noem and Karoline Leavitt have been cited as examples. Suzanne Lambert, a comedian on TikTok, is credited with popularizing the Republican makeup concept through a video she made shortly after Donald Trump's victory in the November 2024 presidential election. White House Press Secretary Karoline Leavitt posted a video of her makeup routine on social media that showed her using some of the techniques Lambert had mocked.
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In the 2020s, some American conservatives have adopted a heavily applied makeup style, often called "MAGA makeup" or "conservative girl makeup," characterized by prominent eyeliner, mascara, rouge, and foundation that makes cosmetic use visibly obvious. This trend, which contrasts with natural makeup styles and gained wider attention after the 2024 presidential election, reflects aesthetic preferences associated with conservative political identity and has become a notable cultural marker within that community.
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Suzanne Lambert mocking the "Republican makeup" look on TikTok United States conservatives in the 2020s have demonstrated at least two notable beauty trends. The first is Republican makeup, also known as MAGA makeup, MAGA beauty or conservative girl makeup. This term describes the style and application of cosmetics by people (including both men and women) affiliated with Trumpism. The style refers to eyeliner, mascara, rouge, and foundation that are heavily applied so as to make their use obvious. This style contrasts with the natural makeup style. Kristi Noem and Karoline Leavitt have been cited as examples. Suzanne Lambert, a comedian on TikTok, is credited with popularizing the Republican makeup concept through a video she made shortly after Donald Trump's victory in the November 2024 presidential election. White House Press Secretary Karoline Leavitt posted a video of her makeup routine on social media that showed her using some of the techniques Lambert had mocked.
The other trend is known by the pejorative term Mar-a-Lago face, which is used to refer to a plastic surgery and fashion trend among American conservative and Republican individuals. Mar-a-Lago face is characterized by excessive or uniform plastic surgery interventions such as lip augmentation, Botox, and jaw contouring, coupled with spray tans, fake eyelashes, and dark smoky eyes. Cosmetic surgeons listed facial surgery, injectable filler, and cosmetic dental work among the procedures constituting the look. The trend is named for Trump's home in Florida, Mar-a-Lago. Noted public figures described as having the Mar-a-Lago face include First Lady Melania Trump, Matt Gaetz, Kimberly Guilfoyle, and Trump's daughter-in-law Lara Trump.
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2020s fashion2020s in American politicsBody image in popular cultureDonald Trump and social mediaHistory of cosmeticsHistory of women in the United StatesMakeupPolitical Internet memes introduced from the United StatesPolitical pejorativesRepublican Party (United States) terminologyTikTok trendsTrumpism