From done-up hair to heavily applied makeup, conservative women — particularly those in President Trump’s orbit — deploy a specific aesthetic to signify their politics. Women like Homeland Security Secretary Kristi Noem and Representative Nancy Mace of South Carolina are exemplars of this beauty trend, showing off a hyperfeminine look that is at odds with how they wield their power. In this episode,” Meher Ahmad, an editor for Times Opinion, and the Opinion writer Jessica Grose discuss why this aesthetic is tailored for social media’s algorithm — and what it’s really selling.

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This episode of “The Opinions” was produced by Vishakha Darbha. It was edited by Alison Bruzek and Kaari Pitkin. The rest of the show's production team includes Derek Arthur and Jillian Weinberger. Mixing by Carole Sabouraud. Original music by Pat McCusker and Carole Sabouraud. Fact-checking by Mary Marge Locker and Michelle Harris. Audience strategy by Kristina Samulewski and Shannon Busta. The director of Opinion Audio is Annie-Rose Strasser.