The conservative make-up trend: the connection between beauty and political division

The global political landscape is an increasing cause for concern; with an increase of support for right-wing populism, misinformation across social media and threats of widespread international conflict, there is a looming sense of instability which analysts have not seen since the 1930s. Strikingly, the rise in right-wing populism has had an adverse effect on the beauty industry, with ‘conservative girl’ and ‘republican girl’ make up becoming the hot topic of conversation in recent weeks. 

TikTok creator and the 'liberal Regina George', Suzanne Lambert, recently posted a satirical tutorial applying ‘republican’ make up which sparked a trend amongst liberal creators to do the same across social media. Now thousands of women are applying mismatched, cakey foundation, clumpy mascara, thick un-winged eyeliner, unblended contour and concealer lips (shudders). In response, republican supporters are attempting ‘liberal’ make-up, however, are facing a backlash from viewers that they ‘have never looked better’. The culture wars saga continues.

The links between political views and make up routines has been recognised in mainstream media, with The Guardian’s columnist Arwa Mahdawi providing a witty, comedic response of embracing the aesthetic. Mahdawi goes a step further by considering a hair change from dark to blonde, as ‘in Trump’s US, they are also less likely to get deported’.

So far this seems like a pretty harmless joke, but it certainly is not a coincidence that as right-wing support has risen, we’ve seen a shift in beauty standards. The return of the ‘old money’ aesthetic in recent years has seen individuals attempt to adopt a more formal, preppy look to their wardrobe and beauty routine. The obsession with being perceived as generationally wealthy in style means people are opting for more conservative and neutral pieces. Interestingly, individuals are returning to a fashion which represents a time period of strife inequality, right when the world is feeling the pressure of great social and economic inequalities on a global scale. Adding to the mix, the algorithm is pushing more ‘trad wife’ content on us than ever before, and it feels that social media represents a world that looks increasingly like 1955 than 2025. 

Following Trump’s inauguration in January, the ‘conservative’ make up trend has an online audience looking at the beauty routine of republican women in a new light – why do all these women look the same? The endless videos on TikTok regarding this topic is pretty stomach twisting – but, particularly given the reversal of Roe v. Wade, we should be paying attention to what the Trump administration is cooking up and bracing ourselves for resistance, rather than concerning ourselves with poor make up techniques.