As Kristi Noem exits post, her ‘ICE Barbie’ shadow remains

March 5, 2026

Kristi Noem distinguished herself from other Cabinet members by making her personal image central to her role as Homeland Security Secretary, frequently appearing in tactical gear at ICE operations and producing promotional content that featured herself prominently. Her approach combined traditionally masculine law enforcement imagery with an emphasis on feminine appearance, including changes to her hair and teeth that many observers believed were designed to appeal to Trump. However, her self-promotional style drew widespread criticism, including accusations of "cosplaying" as an ICE agent and questions about a controversial $220 million advertising campaign awarded without competitive bidding to a newly-formed company with ties to her.

Who is affected

Kristi Noem (former DHS Secretary, fired from position)
Donald Trump (president who fired Noem and faced political embarrassment)
Two U.S. citizens fatally shot by ICE agents in Minnesota in January
DHS staff (reports of mistreatment)
Corey Lewandowski (DHS "special government employee" with personal relationship to Noem)
Republican Sen. Markwayne Mullin (chosen as Noem's replacement)
Immigrants subjected to deportation operations featured in videos
Congressional members who questioned Noem (Rep. Bennie Thompson, Sen. John Kennedy)
The newly-formed company that received the $220 million advertising contract

What action is being taken

No explicit ongoing actions are described in the article. The article reports on past actions and events that have already concluded, including Noem's firing.

Why it matters

This matters because it demonstrates how Cabinet officials' personal branding and self-promotion can overshadow their actual policy responsibilities and harm their effectiveness. Noem's focus on her image and media presence allegedly diverted attention from critical departmental functions like emergency management payments and proper contracting procedures, while a controversial advertising campaign that allegedly misrepresented Trump's approval created political complications for the president. The incident also highlights ongoing tensions within Republican politics about appropriate leadership styles, gender presentation, and the balance between public relations and substantive governance, particularly in high-stakes agencies responsible for immigration enforcement and disaster response.

What's next

Trump has selected Republican Sen. Markwayne Mullin to replace Noem as DHS Secretary, which will result in a new image and approach for the department.

Read full article from source: The 19th