Podcast Summary: "Kristi Noem and the MAGA Beauty Aesthetic"
The Opinions
Host: Meher Ahmad, Editor for New York Times Opinion
Guest: Jessica Gross, Opinion Writer
Release Date: May 7, 2025

Introduction to MAGA Beauty Aesthetic

In this episode of The Opinions, host Meher Ahmad delves into the intersection of politics and beauty through the lens of the "MAGA Beauty" aesthetic. Together with guest Jessica Gross, a writer for Opinion covering family, education, religion, and culture, they explore how a distinct visual style has become emblematic of conservative women within the Trump-era political landscape.

Defining the MAGA Beauty Aesthetic

[01:35] Jessica Gross:
"It starts with so-called Utah curls... center parted curls."
"The makeup look is very heavy. It is flat and matte."

The MAGA Beauty aesthetic is characterized by meticulously styled hair, often featuring center-parted Utah curls popularized by Mormon mom influencers. The makeup is notably heavy, favoring flat, matte finishes that create an appearance of being cosmetically enhanced. This look is frequently accessorized with prominent crosses and form-fitting clothing, whether casual or formal, signaling both femininity and political alignment.

Contrast with Mainstream Beauty Standards

[03:03] Jessica Gross:
"There are a lot of influencers who are making money with that look. I would call it run off Kardashian."

Meher Ahmad observes that the MAGA Beauty aesthetic starkly contrasts with contemporary mainstream beauty trends, which lean towards dewy, minimalist, and "no makeup" looks. Jessica Gross explains that despite deviations from current beauty norms, this aesthetic thrives due to algorithmic favorability towards homogenous looks, facilitating viral success and reinforcing political identity.

Aesthetic as Political Signaling

[04:18] Jessica Gross:
"Kristi Noem... contrasted that particular look with an incredibly brutal message."
"It's sort of a male version in the Manga multiverse, but I don't think it would have been as indelible an image if there had been a male politician in the same role."

The aesthetic serves as a visual shorthand for political affiliation and ideology. Prominent figures like Kristi Noem, Secretary of Homeland Security, utilize this look to juxtapose their polished appearance with hardline political stances. This deliberate contrast not only captures public attention but also visually communicates their alignment with conservative values.

Gender Performance and Scrutiny

[06:04] Jessica Gross:
"Any woman who's in the public eye... they are all making aesthetic choices when we put ourselves out there."

The heightened scrutiny on women's appearances in politics necessitates strategic aesthetic choices. Jessica highlights that uniform looks act as a form of armor, allowing female politicians to maintain focus on their political messages rather than their personal style. This uniformity also facilitates immediate recognition and reinforces their political identities.

Influencer Culture and Alternative Pathways to Power

[10:10] Jessica Gross:
"Influencing was the only way for them to have a real voice and for them to make money while still fulfilling their communities' perceived roles as wives and mothers."

In conservative communities where traditional roles limit occupational opportunities for women, social media influencing emerges as a viable avenue for economic and social influence. The MAGA Beauty aesthetic aligns with platform algorithms, ensuring visibility and engagement while adhering to prescribed femininity standards.

Case Study: Nancy Mace’s Viral Incident

[13:37] Jessica Gross:
"She is a supporter of Donald J. Trump... she did not win in that state."

The episode examines Congresswoman Nancy Mace's controversial interaction in a beauty store, where her aggressive response to a constituent's query about town halls went viral. This incident underscores how the combination of a distinctive aesthetic and combative rhetoric can amplify a politician's visibility but also polarize audiences within their own political base.

Comparing Conservative and Democratic Aesthetics

[16:32] Jessica Gross:
"Because they have such a narrow vision of appropriate femininity... it is easier to have the trappings."
"It is more of a challenge for liberals to speak in a uniform style vernacular because part of the liberal ethos is like, wear what you want or have more sort of individuality in terms of your fashion or gender expression."

The discussion contrasts the cohesive and easily identifiable conservative female aesthetic with the more diverse and individualized expressions among Democrats. Jessica suggests that the liberal emphasis on personal expression inherently resists uniformity, making it challenging to adopt a singular aesthetic akin to MAGA Beauty.

The Future of Aesthetic Politics

[17:56] Jessica Gross:
"I think they absolutely can... I do hope people tire of this because it is exhausting."

Looking forward, Jessica Gross posits that the current MAGA Beauty aesthetic may face waning popularity as audiences seek authenticity and tire of highly curated images. The sustainability of this aesthetic-driven political signaling remains uncertain, with potential shifts influenced by changing social media dynamics and voter fatigue.

Concluding Thoughts

[18:35] Jessica Gross:
"I am dewy. I just wanna look like a glazed donut all the time."

The episode wraps up with a light-hearted exchange, highlighting the personal preferences of the host and guest while underscoring the broader conversation about beauty standards and political identity.

Notable Quotes:

• Meher Ahmad [07:02]:
  "It's not a fashion statement. It's for ammunition."

• Jessica Gross [16:56]:
  "It is part of the argument that by using the sort of vernacular of influencers, it's something familiar to viewers of social media, and it helps them get their message across even further than they might have otherwise."

Key Takeaways:

1. MAGA Beauty Aesthetic: A deliberate blend of hyper-feminine styling and conservative symbolism, serving as both personal expression and political signaling.
2. Political Strategy: Uniform aesthetics help politicians quickly communicate their affiliations and values, especially on social media platforms.
3. Gender Dynamics: Female politicians navigate heightened scrutiny by adopting consistent looks, which act as a form of armor against personal attacks.
4. Influencer Culture: Social media influencers within conservative circles find empowerment and economic viability through aesthetic conformity.
5. Future Prospects: The sustainability of the MAGA Beauty aesthetic is uncertain, with potential shifts driven by audience preferences and political landscape changes.

This episode provides a comprehensive exploration of how aesthetics intertwine with political identity among conservative women, offering insights into the broader implications for gender, media, and political strategy.