Kristi Noem's Lavish Spending on Hair, Makeup, and Horse Rentals for Controversial Ads Revealed

Ex-Homeland Security Secretary Kristi Noem's recent ad campaign has drawn scrutiny for its extravagant use of taxpayer money, particularly on hair, makeup, and horse rentals. The production of these pro-deportation ads reportedly cost an astonishing amount, with taxpayers footing a bill that reached into the hundreds of millions.

ProPublica previously disclosed that a staggering $220 million was allocated for a campaign aimed at discouraging illegal immigration and encouraging undocumented migrants to “self-deport.” Recent documents from multiple sources, including CNN, have shed light on the specific costs associated with Noem's most notorious advertisements, which feature her riding horseback in front of Mount Rushmore while extolling President Donald Trump and America’s “vision and grit.”

“Freedom’s a precious thing, and we defend it vigorously,” Noem declares in one of the ads, dressed in cowboy attire. “You cross the border illegally, we’ll find you. Break our laws, we’ll punish you. Harm American citizens, there will be consequences.”

Financial records reveal that The Strategy Group, a political consulting firm linked to Noem’s former DHS spokesperson Tricia McLaughlin, billed production costs to a company established just eight days prior to securing a $143 million federal contract. This company, Safe America Media, allocated a significant portion of its taxpayer-funded contract to purchasing TV airtime and social media spots. However, it also incurred substantial production expenses totaling $226,137.

Senators Peter Welch (D-Vermont) and Richard Blumenthal (D-Conn.) have made public a detailed breakdown of these costs. Safe America Media spent a total of $286,137 through its subcontractor for five shoots that were edited into 45 video ads, six radio spots, and a collection of professional photos from a naturalization ceremony at the South Dakota landmark. Notably, a $60,000 fee was categorized as a “signing bonus.”

During the production phase, multiple hair and makeup professionals charged $3,800 for their services. Additionally, champion horse racer Jill Moody received $20,000 for renting, transporting, and boarding three horses used in the ads. A further $500 was spent at a Sioux Falls magic store named Magic Makers Inc.

“This looks like waste, fraud, and abuse to me,” Welch commented in response to the findings.

“While leading the Department of Homeland Security, Kristi Noem and her senior team allowed tens of thousands of taxpayer dollars to be spent on wasteful production costs, a shady signing bonus, and a very expensive horse — and that’s just what we know so far,” he added.

The revelations surrounding this media expenditure may have contributed to the controversies surrounding Noem's leadership at DHS. During a recent congressional hearing, she testified that Trump had approved the high-budget ad contract. However, he later denied authorizing the nine-figure budget during an interview with Reuters on the same day he reassigned Noem from her position as DHS head to special envoy for the new “Shield of the Americas” initiative.

Noem's shoot at Mount Rushmore occurred on October 2, 2025—coincidentally the second day of a government shutdown that left numerous federal employees working without pay.