Taxpayer-Funded Makeup and Horse Rental Costs Revealed in Noem's $143 Million Ad Campaign
Financial records have exposed that American taxpayers footed the bill for nearly $4,000 in hair and makeup services for former Homeland Security Secretary Kristi Noem, as part of a controversial $143 million advertising campaign that ultimately led to her dismissal. The disclosures, obtained by Democratic senators, show tens of thousands of dollars were spent on props and production for an anti-immigration advertisement filmed in South Dakota.
Mount Rushmore Ad Details and Contract Controversy
The advertisement in question featured Noem on horseback in front of Mount Rushmore, wearing a cowboy hat and chaps, while delivering a stern warning to illegal migrants. "You cross the border illegally, we'll find you. Break our laws, we'll punish you. Harm American citizens, there will be consequences," Noem declared in the spot, which was filmed over two days in October 2025.
The production was handled by Ohio-based firm The Strategy Group Company, whose CEO is Ben Yoho, the husband of Noem's former spokesperson and assistant secretary Tricia McLaughlin. This company was subcontracted by MAGA firm Safe America Media, which had been awarded a $143 million no-bid contract by the Department of Homeland Security in February 2025. Notably, Safe America Media was incorporated just one week before receiving the massive contract.
Breakdown of Expenditures and Political Backlash
Invoices reviewed by The Independent reveal specific costs charged to taxpayers:
- Nearly $4,000 for hair and makeup services for Secretary Noem
- Over $40,000 in other vendor costs, including $20,000 to a barrel racer that covered horse rental expenses
- $100,000 in labor costs
- $60,000 signing bonus described as "standard" by the production company
Democratic Senators Peter Welch of Vermont and Richard Blumenthal of Connecticut, who requested the financial disclosures, expressed outrage at the spending. "This looks like waste, fraud, and abuse to me," Welch stated. Blumenthal added, "This absurd waste, fraud, and abuse of taxpayer funds is completely unacceptable."
Company Response and Total Campaign Costs
The Strategy Group Company pushed back against critics on social media, asserting they "never" had a contract directly with Noem's department. In a post on X, the company explained: "Safe America paid us $226,137.17 total for limited production services for 5 film shoots, 45 produced video advertisements and 6 produced radio advertisements."
Yoho also publicly challenged Welch and Blumenthal in a letter shared on X, accusing the lawmakers of mischaracterizing the advertising expenditures. Despite these defenses, the total cost of Noem's advertising initiative at the Department of Homeland Security exceeded $200 million, drawing intense scrutiny from both sides of the political aisle.
Congressional Hearings and Noem's Ouster
During Senate Judiciary Committee hearings earlier this month, Republican Senator John Kennedy expressed deep concern about the spending. "It troubles me," Kennedy said. "A fifth to a quarter of a billion dollars in taxpayer money, when we're scratching for every penny, and we're fighting over recision packages ... I just can't agree with it."
When Noem defended the ads as "effective," Kennedy retorted, "They were effective in your name recognition." Following her testimony, former President Donald Trump announced on Truth Social that Noem would be leaving her role, stating he never approved the campaign. Several Democratic lawmakers have since referred Noem to the Department of Justice for a perjury investigation, alleging she "misled" Congress about the advertisements in what they call a "brazen" attempt to avoid accountability.
Noem's replacement, Oklahoma Senator Markwayne Mullin, was confirmed by the Senate on Monday and will assume leadership of the embattled department amid ongoing government challenges.
