The Political Significance of the "MAGA Look": How Appearance Shapes Identity in Trump's Female Alliance

Long, blonde, wavy hair, elaborate makeup and cosmetic enhancements: numerous women in Donald Trump's circle, including political consultant Melissa Rein Lively, visibly display their allegiance to the US president through their appearance.

With the expansion of Trump's Make America Great Again (MAGA) movement, a contingent of affluent and influential Republican women have emerged in the spotlight exhibiting what American media have labeled the "MAGA look."

"This has always been my aesthetic. I simply found my community," explained Rein Lively, 40, founder of "America First," a public relations firm offering "anti-woke" services.

"It transcends politics. It encompasses friendships and relationships," she told AFP during a recent conversation. "The MAGA appearance effectively signals to others that you share the same values."

These contemporary conservatives, typically devout Christians, promote traditional principles while simultaneously pursuing personal career ambitions.

Following the September assassination of prominent MAGA influencer and Trump ally Charlie Kirk, his widow Erika, 36, assumed leadership of his youth mobilization organization.

During her husband's memorial service, the former Miss Arizona delicately dabbed her flawlessly made-up eyes with a handkerchief and extolled the virtues of Christian marriage. She referenced a New Testament passage instructing wives to submit to their husbands for protection.

"It's challenging to articulate the beauty of an Ephesians 5 marriage when you actually have a man worth following," she remarked.

While advocating family values and religious convictions, these MAGA women express themselves boldly through their appearance.

Dressed predominantly in skirts and dresses with characteristically long hair, they are recognizable by their intensive makeup application, featuring precisely defined eyebrows and "contouring," a technique utilizing dark and light shades to sculpt facial features.

Many undergo cosmetic procedures, including fillers and surgical interventions to achieve accentuated cheeks, fuller lips, and refined nasal profiles.

Rein Lively identifies Trump's daughter Ivanka and daughter-in-law Lara as her personal role models.

"It would be misguided to dismiss this merely as fashion or cosmetics," stated Juliet Williams, professor of gender studies at UCLA. "It's fundamentally important because the Trump MAGA movement successfully returned to the White House in 2024, largely by leveraging gender dynamics."

The 79-year-old Trump has energized numerous young voters through his nationalist, pro-business, and masculine appeal.

The MAGA aesthetic carries political significance as "a method of communicating to women that their value depends on male attraction," explained Williams, noting that Trump previously operated a beauty pageant.

Rein Lively, however, firmly rejects notions of submission or external pressure.

"Entirely by my own choice do I dedicate two hours daily to gym workouts, schedule hair appointments every three and a half weeks precisely, maintain my nails, eyebrows, skincare, and receive Botox," she asserted.

The PR consultant competed for the White House spokesperson position during Trump's second term, though the president ultimately selected long-standing loyalist Karoline Leavitt.

Leavitt, 28, has assembled a team of young assistants who emulate her meticulously groomed appearance, including high heels even during logistically demanding assignments.

"Observing these MAGA women, I don't perceive them as fashion victims but rather see their appearance as war paint," Williams commented. "They're embracing a system ultimately designed to operate against their interests."

Among those frequently cited as embodying the "MAGA face" is Homeland Security Secretary Kristi Noem, who implements Trump's stringent immigration policies.

"The hair extensions, pronounced lips, emphasized cheekbones, makeup, and lash extensions resemble drag performance," observed Daniel Belkin, a New York dermatologist.

Belkin notes the paradox that MAGA supporters oppose drag queen performances and condemn breast augmentation and facial reconstruction for transgender individuals while often utilizing similar procedures to emphasize their own feminine and masculine characteristics.

"There's definite irony in their opposition to gender-affirming care for transgender people while pursuing gender-affirming procedures for themselves," Belkin remarked.

In a recent episode, the popular animated series "South Park" satirized Noem as an ill-tempered character with a face damaged by cosmetic procedures, requiring constant repair by assistants before public appearances.

"It's intellectually lazy to persistently mock women for their appearance," Noem protested during a recent interview.