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Can you tell someone’s political persuasion from their beauty look? I think so. In the 1980s you could spot a Thatcherite by their power blow-dry and boardroom-ready make-up. In the 70s, long undone hair and a bare face vibed lefty liberal. Now a new political aesthetic is generating column inches and Google searches. It’s Republican beauty, the signature look of Trump’s Maga (Make America Great Again) Wags and staff. And, in the interests of investigative journalism, I’m road-testing it.
The look is hyper-feminine: big hair, tanned skin and inch-thick make-up, partnered with a honed body and pneumatic breasts. The mood board is Disney princess meets Miss USA contestant via 80s supermodel.
It’s sported by anchors on Trump’s favourite channel, Fox News, his family (daughter Ivanka, wife Melania, daughter-in law Lara) and past and present White House staff (Kellyanne Conway, Hope Hicks, Karoline Leavitt). Women of different ages, all preternaturally young.
Let’s drill down on the Maga look. Hair is either bleached blonde or glossy chestnut but always below the shoulders. It is smooth and usually tonged into mermaid waves. There are probably extensions involved, too. Teeth may be fake (veneers), nails and tan almost always are. Make-up is overt but, as it involves glossy nude lips rather than a crimson pout, it reads ‘natural’ to most men over 40. There’s a lot of blush, every shade in the eyeshadow quad, fake lashes and a liberal application of bronzer. The aim is less glowy, more hurricane proof. Suzanne Lambert, a TikToker who made a video parodying the ‘Republican look’, called the finish ‘matte and flat’. She loaded on thick black eyeliner and white concealer and had 6.2 million views.
She and many on the left see the Maga aesthetic as anti-feminist and all about man pleasing. They oppose the idea women need to fit a certain beauty standard to succeed. The Magas see it as owning their femininity and making it powerful, striding into the Oval Office in stilettos and a big blow-out.
Whatever your view, it’s a statement. And for me it’s one I’m not that comfortable with. I mean this literally. The hair is heavy, the lashes irritating, the make-up suffocating.
There’s also the time investment. This aesthetic took me at least an hour in make-up, one and a half in hair (blow-dry, rollers, half wig, tongs). Body prep was essential. The style is very much above-the-knee skirts and if you show so much bare leg beyond 40 you need to exfoliate and use a good fake tan. The manicure was 90 minutes.
Out in the world it garnered serious male attention. Side-eye on the train. Gawping at a restaurant. But were they incredulous or intrigued? My boyfriend loved it. He accepted my hair had doubled in size without question and didn’t baulk at the inch-thick maquillage. (Until it stained his pillows.) I’m conflicted. I believe women shouldn’t have to look a certain way to get on – but, god, it was fun to dress up.
It fits with the 80s revival I’m loving. Emily Atack’s character in Rivals was a joy (a bouffy blonde with electric-blue eyeliner). Ditto Stella McCartney’s show, all Working Girl blazers and Kelly McGillis Top Gun curls. It took me back to Cindy Crawford in 1980s Vogue – a mane of hair and lacquered lips. But will Maga beauty translate over here? I think I’ll just revisit eyeshadow and try a modern French manicure.
How to do megawatt glamour
Faux glow
Vita Liberata is the beauty editor’s go-to fake tan, thanks to its natural colour and glowy finish. Now it’s had a makeover, with new packaging and formulations. I rate its spray tan and Original Body Blur
Lashes
Faux lashes have become de rigueur for a glamorous look. For a DIY job try Lashify (from £17, lashify.com) – even a klutz like me can use them. For a more subtle effect, just do the outer corners.
Nude lipgloss
Texas Pink is the shade favoured by the Maga posse, but I think that a nude is more flattering. I love Elf Lip Plumping Gloss in Sweet Talker (£7, elfcosmetics.co.uk).
Eyeshadow quad
Essential to 80s and Maga make-up is eyeshadow. And a palette approved by A-list make-up artist Caroline Barnes is Mua 5 Shade Eyeshadow Palette Bronzed.
Rollers
Maga or not, the key to smooth, bouncy big hair is rollers. Get yours at Sally Beauty (from £3.05 for a pack of six, sally beauty.co.uk)
Perfect polish
A ‘French’ is the trad-wife manicure. To make it modern, expert Johanna Horn advises using a sheer nude pink and cream tip. I love Evo Gel Polish in Luka (find a technician and register to buy at biosculpture.com).
Hair: Alex Szabo.
Make-up: Ruby Hammer.
Styling: Jessica Carroll.
Dress: Self-Portrait, net-a-porter.com.
