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Make Aldean Great Again

Brittany Aldean’s new MAGA-friendly fragrance brand, Vada, seems to have had a strong debut week. After all, conservatives shop for beauty, too—and they also happen to wield enormous spending power.

brittany aldean vada
The reality is that Vada has a high ceiling: Her following feels like they don’t have a space carved out for them in beauty, where there’s an abundance of virtue signaling from liberal founders who market products to customers in ways that mirror their own politics. Photo: Courtesy of Vada
Rachel Strugatz
April 15, 2026

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Life is funny. Last week, shortly after I published a brief item about Vada, a new beauty brand for the “family values” set from Brittany Aldean, a spokesperson for another company named Vada reached out to me on behalf of its founder, Katie Caplener. Coincidentally, both companies are named after their respective founders’ grandmothers, but everything else about the brands seems to be different—from their websites and logos to the products they sell.