In a striking shift of political messaging, conservative movements in the United States are increasingly pitching their ideology to young women not on policy, but on aesthetics and perceived 'hotness'. This new strategy frames right-wing affiliation as a key component of an aspirational, attractive lifestyle.
The 'Cuteservative' Pitch: Wellness Meets Politics
This rebranding effort was crystallised during the Turning Point USA Young Women’s Leadership Summit in Texas this summer. The opening speaker, Alex Clark, host of the wellness podcast 'Culture Apothecary', set the tone with a bold declaration. "Let’s just be honest: it’s never been hotter to be a conservative," Clark told the crowd of roughly 3,000 attendees.
Clark, who refers to her audience as "cuteservatives," contrasted conservative women with progressive activists, claiming the right has "girls who look like they just walked off the cover of Vogue." Her mantra for the movement is succinct: "Less Prozac, more protein. Less burnout, more babies. Less feminism, more femininity."
Her approach is deliberately subtle. In a 2023 interview with The Washington Post, Clark described her strategy as "sneaky," aiming to be seen first as a "cool girl" in health and wellness who "happens to be conservative." The goal is to draw politically disengaged women in through lifestyle content before introducing right-wing ideology.
Fox News and the 'Mar-a-Lago Makeover'
This narrative is being amplified across conservative media. A recent discussion on Fox News about actor Sydney Sweeney became a case study. Commentators argued her new bob haircut and outfit made her resemble a Fox News anchor, with host Jesse Watters calling it a "Mar-a-Lago makeover."
Fox Business host Katrina Campins explicitly linked politics to appearance, stating, "[S]o my advice to all the ladies, our side is better, and you get hotter, right? All Republican women are hot!" Watters agreed, concluding, "So when you register Republican, you just get hotter."
This has manifested in a tangible, and sometimes surgical, trend. The so-called "Mar-a-Lago face"—characterised by puffy lips, filler, and frozen foreheads—has become a notable aesthetic among women in Donald Trump's orbit. Reports indicate plastic surgeons in Washington DC have seen increased requests for this specific look.
MAGA as a Lifestyle Brand
Analysts suggest this focus on aesthetics stems from a lack of substantive policy selling points for many voters. With the MAGA movement failing to deliver on economic security or stability for most, it is increasingly packaged as an identity and a brand. Alex Clark told New York magazine, "Conservatism is selling sexy in all aspects... The Make America Great Again hat is going to be a pure Americana staple forever. We are pop culture now."
This outreach extends beyond traditional politics into the "womanosphere" of health and wellness, including the "Make America Healthy Again" (MAHA) movement. The aim is to build a cultural bridge, making conservative politics feel like a natural part of a desirable, curated life.
However, critics argue this glossy marketing obscures a political agenda often at odds with women's rights and freedoms. They point to concurrent developments like new Texas laws allowing residents to sue those suspected of distributing abortion pills, and China's move to impose a VAT on contraceptives to boost birth rates. The contrast between the empowering imagery and restrictive policies forms the core tension of this new conservative pitch to a generation of young women.
