The Deeper Meaning Behind TikTok's "Conservative Girl" Makeup Trend

TikTok beauty trends often inspire and invite users to try the newest hair hack or the buzziest skin-care ingredient. But the latest beauty trend to go viral doesn't want us to follow a tutorial. No, the "conservative girl" makeup trend wants us to laugh.

Created by TikTok comedian Suzanne Lambert, the now-viral conservative-girl trend, also referred to as "MAGA makeup" or "Republican makeup," is a cutting critique of conservative women's makeup technique and choices. It has sparked attention from both sides of the political spectrum — with many left-leaning TikTokers finding humor in the trend and conservatives clapping back at it. But the heart of all jokes is an unpleasant truth, and it's time to take a closer look at the deeper meaning behind the conservative-girl trend.

Carolyn Mair, PhD, is a chartered psychologist, fashion business consultant, and the author of "The Psychology of Fashion."

Lambert first created the conservative-girl trend as a spoof of a classic makeup tutorial. In an exaggerated, bubbly voice, Lambert takes the viewer along a "MAGA-inspired" makeup routine, which she characterizes as a harsh, almost frenetic look. The style brings to mind high-profile conservative women like White House Press Secretary Karoline Leavitt, Secretary of Homeland Security Kristi Noem, GOP representative Nancy Mace, and Trump loyalist Kimberly Guilfoyle.

In her tutorials, Lambert's full-coverage foundation is overly warm and thick, the brows are block and asymmetric, and the eyes are heavily rimmed with crayon-like, cracked black eyeliner. The texture of her skin is emphasized and powdered until bone-dry, and her lips are washed out and pale. Her lashes are clumped together with old mascara smeared onto the lid. There's no softness or dimension in Lambert's look — it's all about harshness, eschewing tools and finesse for rough hands and an overdone finish. "It's giving draining, it's giving dusty," Lambert quips in one of her videos. It's the diametric opposite of the reigning trends of the last five years, like the "clean girl" aesthetic and coquette beauty. In short, it's just a really bad makeup look. Specifically, it's one that Lambert noticed among the numerous conservative women who have been hate-commenting on her TikToks.

Lambert's spoofs have gone viral, with other liberal creators sharing their own versions of conservative-girl makeup. But what's at the root of the aesthetic in the first place? And does its rise in popularity among conservative women indicate a larger cultural shift?

"Style and politics are deeply intertwined because fashion serves as a nonverbal expression of identity, ideology, and social belonging," psychologist Dr. Carolyn Mair says. "Throughout history, political movements have shaped aesthetics. For example, through suffragette white, countercultural bohemianism, or power dressing in corporate feminism." Dr. Mair speculates that the conservative-girl look is based off of the traditional ideals of femininity, rooted in mid-20th-century American and European fashion, "particularly the post-war emphasis on domesticity, modesty and traditional gender roles," and may also draw inspiration from preppy WASP aesthetics and cottagecore.

The conservative-girl aesthetic visually signals the importance the wearer places on tradition, respectability, and adherence to conventional values. The rise in prevalence of this style — as the Trump administration begins its second term — should not be seen as a coincidence. As the US progressed into a more liberal future, especially following the #MeToo movement and Black Lives Matters movement, gender inequality, queer rights, and institutionalized racism became major conversations within the zeitgeist. In response, conservative counter movements have risen — just look at the rise of red pill content on TikTok, podcasts celebrating traditional gender roles, the built-in bourgeois elitism of the quiet luxury trend, and the rise of the tradwife aesthetic.

Creators romanticize the past with this content, recalling a time when more defined gender and social roles were the norm. And as Dr. Mair explains, the conservative-girl trend is just another counter response to progressive ideals. "The persistence of this aesthetic among conservatives suggests that its appeal is less about mainstream attractiveness and more about ideological alignment, group identity, and resistance to cultural change," she says. "In conservative circles, a rejection of fashion-forward styles can symbolize a rejection of liberal, individualistic, or modernist values." For some women, in other words, modernizing their makeup techniques wouldn't just be losing in the metaphorical roast battle on TikTok; it would be akin to reneging on their political beliefs.

Lambert echoes this sentiment in another TikTok, noting that the response from conservative content creators hasn't been to just do their makeup "better," but to launch a "liberal makeup" counter trend, which plays on stereotypes like blue hair or clown makeup. "The best insults teach you something new about yourself," she says. "[Conservatives] can't teach us anything new about ourselves, because they're only around people like them. They don't take in the world around them."

Jen Li is a Philly-based freelance writer covering beauty, wellness, mental health, entertainment, and more. With five years of experience, her work can be found in Byrdie, InStyle, Refinery29, The Zoe Report, and Bustle.