Liberal vs Republican coded brands
Politics might not be printed on the label, but the values are written all over the branding.
Starting off with beauty! Liberal-coded beauty brands lead with inclusivity, sustainability, and social impact. On the flip side, Republican-coded brands favor tradition, luxury, and self-reliance, often spotlighting polished, conservative aesthetics.
Lib-coded beauty:
Dr. Bronner’s: This soap is out here funding psychedelic research and advocating for fair trade to fight capitalism.
Glossier: This brand has actively engaged in initiatives that align with progressive values. In October 2024, the brand collaborated with The New York Times to emphasize its support for women's rights ahead of the U.S. elections.
Fenty Beauty: Founded by Rihanna, Fenty is renowned for its commitment to diversity and inclusivity. The brand's inaugural campaign featured 40 foundation shades, representing all skin tones.
One/Size: Founded by Patrick Starr, the company's mission is to "make space for everyone to belong in our movement for radical expression" - think PRIDE BOYS over “proud boys”.
Conservative coded beauty:
Mary Kay: Arguably the OG of Republican-coded beauty. Built on Christian values, and a direct-selling empire, Mary Kay reps old-school femininity, personal hustle, and the kind of networking that thrives at church socials.
IT Cosmetics: With roots in QVC and a clean-cut, all-American image, IT Cosmetics feels like the “faith, family, and full coverage” pageant girl brand.
Monat: With its aggressive MLM structure and shiny wellness promises, Monat echoes the modern Republican blend "boss babe" empowerment message that’s less feminist and more capitalist.
Lib-coded fashion:
Carhartt WIP: Once rooted in rugged Americana, the Work In Progress line reclaims the blue-collar aesthetic for the downtown creative. It’s Carhartt for art school kids, skaters, and warehouse rave-goers.
Telfar: “Not for you—for everyone.” Telfar’s mission alone is peak liberal ethos - genderless, affordable luxury from a Black-owned brand that disrupts elitist fashion systems.
BODE: A love letter to nostalgia, BODE is all about upcycling, storytelling, and artisanal craft. Its hand-stitched, gender-fluid pieces challenge fast fashion and binary norms, making it a darling of the fashion-forward, anti-capitalist left.
Birkenstocks: The OG of crunchy, conscious style. From anti-war protests to Coachella, they’ve long been the unofficial footwear of pacifists, academics, and organic grocery shoppers.
Conservative-coded fashion:
Carhartt (classic, not WIP): Made for the American worker, Carhartt is utilitarian, no-frills, and proudly durable. Its roots in farming, construction, and hunting culture make it a staple in red-state wardrobes.
Louis Vuitton Neverfull Bags: Often gifted at graduations or flaunted at country clubs, the Neverfull is the unofficial handbag of suburban wealth. .
Lululemon: Once a yoga mom uniform, now an all-purpose signal of upper-middle-class wellness—think quiet luxury meets HOA board member.
Tory Burch Flats: Proudly prep, these ballet flats are the footwear equivalent of a “Live, Laugh, Love” sign.
They say you are what you eat which takes us to our next segment - liberal and conservative coded foods.
Lib-coded foods:
Ben & Jerry’s: The OG activist dessert. From climate justice to prison reform, Ben & Jerry’s doesn’t just serve ice cream—they serve political statements with every pint. Their founders are outspoken progressives, and the brand has never shied away from aligning with left-wing causes.
Oatly: With cheeky, anti-dairy industry ads and a commitment to sustainability, Oatly vibes with urban millennials, vegans, and the oat-curious left.
Matcha Lattes: Often ordered with oat or almond milk, these antioxidant-packed drinks are popular among the Pilates crowd, creatives, and mental health-conscious folks.
Trader Joe’s: With its quirky labels, affordable organic options, and cult-like fanbase, Trader Joe’s is the liberal shopper’s utopia. It’s giving meal prep, NPR tote bags, and "don’t forget your emotional support frozen dumplings."
Conservative-coded foods:
Jack Link’s Beef Sticks: Protein-packed and proudly rugged, these snacks are made for road trips, hunting blinds, and dudes who think tofu is suspicious.
Casseroles: The ultimate heartland dish. Casseroles carry a sense of domestic tradition, community values, and Midwestern practicality.
Cracker Barrel: A roadside haven of country charm and nostalgic patriotism.
Ruth’s Chris Steak House: High-end but traditional, this steakhouse exudes power-lunch energy. Think finance bros, political donors, and country club members ordering the porterhouse with a firm handshake.
These three brands live in the culture war gray zone—coded as both liberal and conservative depending on who’s looking. Here’s why:
Bass Pro Shops
Conservative-coded: For the camo, guns, fishing gear, and all-American outdoorsman aesthetic—it’s basically a mega-mall for red-state hobbies.
Lib-coded: Just spend a few mins on tiktok and you’ll see that a Bass Pro Trucker hat is a closet staple for Brooklyn hipsters - often paired with an ironic mullet, an ironic mustache and some ironic Vivienne Westwood jewelry.
Goop
Liberal-coded on the surface: wellness, spirituality, adaptogens, vaginal steaming—all the crunchy, coastal elite trappings.
Conservative-coded: Goop leans anti-institutional and skeptical of “big pharma” in a way that screams MAHA! It’s aspirational and steeped in pseudoscientific health trends that thrive in a lot of far left and far right-leaning circles.
SKIMS
Liberal-coded: Kim Kardashian launched this mega successful clothing empire with a wide array of sizes as well as producing “neutrals” in every skin tone that championed diversity and inclusivity.
Conservative-coded: Whether SKIMS is shaping bodies to fit societal ideals and has a hyper-focus on femininity, we can’t deny that Kim K is cozy with politically ambiguous circles. SKIMS thrives on capitalism, even when wrapped in a feminist bow. Do we smell a SKIMS Tesla collab in the works?
