Pedro Sánchez’ recent public appearance garnered attention not only for his statements following the scandal involving the now-former PSOE Organization Secretary, Santos Cerdán, but also for his meticulously crafted look. His makeup with pronounced shading on the cheeks—a technique similar to contouring—triggered comments across social media and various media outlets. While Sánchez delivered a message of profound disappointment regarding one of his trusted confidants, many observers interpreted his style as a “forced” attempt to convey dejection or gravity. Beyond aesthetic interpretations, this scene once again highlighted a recurring theme: the high public expenditures dedicated to the President’s image.
A Polished Image Paid for by the State
Since his arrival at La Moncloa, Pedro Sánchez has opted to project an impeccable image in every public appearance. Behind every press conference or institutional event is a team of professionals responsible for makeup, hair, and image consulting. And all of this is funded by public money.
Since 2020, the government has allocated a total of 247,000 Euros for image services, as indicated in the report by the Secretary of State for Communication of the Presidency of the Government. This figure, which covers both the President and other high-ranking officials, includes contracts specifically for makeup and hairdressing, both in Madrid and during official trips.
Contracts on the Rise
The first known contract dates back to 2021, amounting to 19,500 Euros. In 2022, another more ambitious agreement was signed: over 30,000 Euros for approximately 119 sessions. In July 2024, the most recent contract was awarded, valued at 41,810 Euros, covering 190 interventions over one year. The average cost per session ranges between 206 and 331 Euros, depending on whether the service is provided in Moncloa or at a remote location. These expenses are not limited to Pedro Sánchez; they also cover vice-presidents, ministers, and other positions requiring image services before public events or appearances.
Ana Renedo, the Makeup Artist of Choice
Behind this appearance is a name that has recurred in contracts since 2021: Ana Renedo. This makeup professional accompanies the President in his institutional appearances, both at the executive headquarters and at events in other cities.
Renedo adapts each session to the technical conditions of recording, light, and camera, as she would in a professional audiovisual production. In 2022, prices in Madrid were 135 Euros per session, and outside the capital, 160 Euros, according to official documents. While her role is discreet, it is key to the President’s public image, providing him with a tool even more powerful than words: the image itself. She is a professional from head to toe, knowing how to play with light and shadow to highlight areas like the jaw, nose, forehead, and cheekbones, emphasizing them with dark tones. This was the case with the President, who displayed a very emaciated, almost cadaverous appearance to convey an image of concern.
However, continuity is already emerging. In April of this year, the government published a new tender for a higher amount: 58,741 Euros for another 190 sessions between July 2024 and December 2025. For now, this new contract has not yet been awarded. Although these expenses are considered legal and justified from the executive’s perspective, they continue to draw criticism. Many consider it an unnecessary luxury and a sign of detachment from social priorities and responses to the cases of political corruption plaguing the socialist faction daily.
