An Incomplete List of What Kristi Noem’s $220M Ad Campaign Bought, Including Horses, Makeup and Items from a Magic Store

U.S. senators are demanding a full accounting of a $220 million Department of Homeland Security (DHS) advertising campaign led by former Secretary Kristi Noem, citing evidence of “waste, fraud, and abuse” involving horse rentals, magic shop purchases, and suspicious “signing bonuses.”

Senators Peter Welch (D-Vt.) and Richard Blumenthal (D-Conn.) released a partial expenditure list Monday detailing how taxpayer funds were utilized for the campaign, which featured Noem riding a horse near Mount Rushmore. The ads, filmed during a government shutdown last fall, reportedly triggered President Donald Trump’s decision to fire Noem earlier this month.

While the $220 million total remains largely unaccounted for, documents provided by subcontractor The Strategy Group Company reveal a snapshot of the spending:

• $60,000: “Signing bonus” to The Strategy Group Company.
• $20,000: Horse rentals for the production.
• $3,781: Hair and makeup services.
• $500: Spent at Magic Makers, Inc., a Sioux Falls magic shop (reportedly for batteries).
• $107,405: Internal labor costs for the advertising firm.

“Kristi Noem and her senior team allowed tens of thousands of taxpayer dollars to be spent on wasteful production costs [and] a shady signing bonus,” Sen. Welch said in a statement. “And that’s just what we know so far.”

The investigation centers on a $143 million no-bid contract awarded to Safe America Media, a Delaware-based firm incorporated just seven days before receiving the award. Safe America subsequently subcontracted The Strategy Group Company, a firm led by Ben Yoho—the husband of Noem’s then-DHS spokesperson, Tricia McLaughlin.

Kristi Noem held a meeting with His Excellency President Irfaan Ali and Guyanese government officials to reaffirm the enduring U.S.-Guyana partnership. Their discussions focused on joint efforts to disrupt cartel and transnational criminal activity, strengthen border security,… pic.twitter.com/jywwSKSuNQ

— U.S. Embassy Guyana (@EmbassyGuyana) March 25, 2026

DHS bypassed standard competitive bidding processes by citing a “national emergency” at the U.S.-Mexico border. However, critics argue the funds were diverted to bolster Noem’s national profile. During recent congressional testimony, Sen. John Kennedy (R-La.) accused Noem of using the “extremely effective” ads to increase her own “name recognition.”

Though Noem suggested President Trump approved the campaign, Trump told Reuters on March 5, “I never knew anything about it.”

On Tuesday, former Oklahoma Sen. Markwayne Mullin was sworn in as Noem’s replacement at DHS. Noem has since transitioned to a role as “special envoy for the Shield of the Americas” in Guyana. She was spotted there with longtime ally Corey Lewandowski, a “special government employee” who senators say has extensive ties to the firms involved in the ad controversy.

Welch and Blumenthal have vowed to continue their probe until every dollar of the $220 million is accounted for.