Beauty routines have evolved significantly over the past couple of decades, transforming from a one-size-fits-all approach to a diverse landscape reflecting cultural and political affiliations. The products we choose to adorn our bodies and faces now speak volumes about our identities and beliefs, much like the music we stream or the shows we binge-watch.
The beauty industry has expanded globally, with consumers embracing French pharmacy brands and Korean serums to achieve the coveted glass skin. This shift has led to a more fragmented market, where products no longer need to appeal to the mass markets of the past. The sheer number of hair care, makeup, skin care, body care, and fragrance brands available today means that success lies in catering to niche audiences.
The Evolution of Political Aesthetics
Makeup trends have become a visual code, revealing how divergent beauty signaling has become on a cultural level. On one end of the spectrum, the no-makeup makeup trend has given rise to the clean-girl aesthetic while on the other, heavily contoured Kardashian-inspired looks have morphed into the mob-wife aesthetic.
Conservative makeup trends often feature full-coverage looks, with heavy lash lines, harsh contouring, and pouty, shiny lips. This aesthetic, sometimes referred to as the MAGA face conveys a rebellious yet wealthy outsider status. In contrast, liberal beauty trends emphasize natural beauty an extension of 1960s counterculture that values good health and minimal makeup.
The Role of Celebrity Endorsements
Brands often signal their values through celebrity endorsements. In 1994, MAC Cosmetics released a limited-edition red shade called Viva Glam modeled by RuPaul to raise funds for AIDS-related charities. This campaign was a success, both in its donations of over $500 million and as a marketing model. Similarly, Dove’s Real Beauty campaign featured models with a touch of stomach or thigh fat, promoting body positivity and feminist consumerism.
The Importance of Inclusive Shade Ranges
Makeup that caters to all skin tones has become a political statement. When Glossier released its original products in 2014 with only five shades of skin tint, it faced criticism. By 2017, Rihanna’s Fenty Beauty launched with a 40-shade range, setting a new standard for inclusivity in the beauty industry. This shift has made it shameful for brands to launch without considering all skin types, colors, undertones, and textures.
The Founder’s Influence on Beauty Branding
The founder of a beauty brand often becomes a significant focus in its branding. Consumers are drawn to the femininity and cool factor represented by figures like Hailey BieberSelena Gomez or Kylie Jenner. However, the founder’s personal beliefs and actions can also influence consumer perceptions. For instance, Huda Kattan founder of Huda Beauty faced backlash in 2026 for posting anti-Israel conspiracy theories. Similarly, Jena Covello founder of the natural brand Agent Nateur endorsed Donald Trump in 2026, surprising many of her fans.
In 2026, the lines between natural beauty and MAGA rhetoric have blurred, with some brands promoting natural beauty while aligning with conservative values. For example, Cheryl Hines wife of Robert F. Kennedy Jr. launched a natural beauty line called Hines + Young in 2026, which closed in. The HydroPeptide Summer Skin Rescue Kit, sold on also signals a clear political affiliation.
The Universal Love of Effective Products
Despite the political divide, there are products that transcend party lines. Influencer-inspired hauls and services like TikTok Shop have made it easier for consumers to discover and purchase products regardless of their political affiliations. Makeup artist Adrienne Gray who works with Fox News pundits, uses a mix of high-end and drugstore products, showcasing the universal love for effective makeup.
In the end, what unites us is the love of a product that works. Whether it’s a cult-favorite item or a new discovery, the joy of finding a makeup product that enhances our natural beauty is a sentiment shared by all.
