The public image of the MAGA woman is fast changing. Increasingly, the Trump administration is spotlighting women who don’t fit the “Mar-a-Lago face” mold. Women like Kai Trump and Usha Vance—who appear nontraditional and apolitical—are helping soften the administration’s image and make it more approachable to new audiences.

Through social media and personal stories, these women create a sense of intimacy and relatability that belies the administration’s deeply anti-woman agenda. On the surface, there is nothing overtly political about a teenager filming golf videos with her grandfather or a second lady reading stories to children. They may seem harmless—even comforting. But they are doing real political work.

Whether or not it’s a deliberate strategy, the effect is the same: Audiences who say they don’t care about politics still end up trusting the people behind deeply political policies. Don’t be fooled. Democracy depends on evaluating governments by what they do—not by how relatable or comforting we find them.