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 of “The Opinions,” 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.

This episode originally aired May 7, 2025.