In the early morning hours of January 28, as dozens of Immigration and Customs Enforcement officers arrived in New York to round up undocumented immigrants, a shimmering Kristi Noem appeared in the Bronx. She wore a bulletproof vest and a baseball cap, but also dramatic makeup and hair coiled to show off a set of pearl earrings. “We are getting the dirtbags off these streets,” the new Homeland Security secretary said in a three-second clip she posted to social media.
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Noem’s anti-immigrant politics might have been familiar to South Dakotans. But did they recognize their former governor? Noem is one of several figures—a few men, but mostly women—in President Donald Trump’s orbit to undergo striking physical transformations as the boundaries that once delineated celebrity and political power fully disintegrate. The resulting look has since sparked satirical backlash online, with critics mocking “conservative girl makeup.”
But the most jarring aesthetic in this burgeoning MAGA stagecraft is the unbridled embrace of face-altering procedures: plastic surgery, veneers, and injectables like Botox and fillers. (As one Daily Mail headline declared, “Plastic surgery was [the] star of [the] show” at the Republican National Convention in 2024.) The overall look has since been disparagingly referred to as “Mar-a-Lago face.”
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The lack of discretion within the current GOP might feel strange today when many—even Kim Kardashian—appear to prize confidentiality. But for the MAGA-verse, today’s tweaks seem intended to signal membership with Trump, a man notoriously obsessed with the literal pageantry of beauty, and his broader efforts to force strict gender norms onto the electorate. The aesthetic is, like Trump’s politics, ridiculously blunt.
“I read it as a sign of physical submission to Donald Trump, a statement of fealty to him and the idea that the surface of a policy is the only thing that matters,” says Anne Higonnet, a professor of art history at Barnard College. “In a way, these women are performing a key part of Donald Trump’s whole political persona.”
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At a time when the GOP is viciously exploiting transgender Americans as a cultural scapegoat, Schreiber notes, hyper-femininity also helps reinforce the “norms and differences between femininity and masculinity.” In this way, women in Republican politics show their male counterparts that they are committed to the same conservative goals, but are not threatening. “It reaffirms the femininity of women,” she adds, “even if they have power.” Here is the gender-affirming care the right can celebrate.