United States conservatives in the 2020s have demonstrated at least two notable beauty trends. The first is Republican makeup, also known as MAGA makeup, MAGA beauty or conservative girl makeup. This term describes the style and application of cosmetics by people affiliated with Trumpism. The style refers to eyeliner, mascara, rouge, and foundation that are heavily applied so as to make their use obvious. This style contrasts with the natural makeup style. Kristi Noem and Karoline Leavitt have been cited as examples. Suzanne Lambert, a comedian on TikTok, is credited with popularizing the Republican makeup concept through a video she made shortly after Donald Trump's victory in the November 2024 presidential election. White House Press Secretary Karoline Leavitt posted a video of her makeup routine on social media that showed her using some of the techniques Lambert had mocked.
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