Many predicted that pageants would disappear by the 21st century. Yet they are thriving. America’s most enduring contest, Miss America, celebrates its 100th anniversary in 2020. Why do they persist? In , Hilary Levey Friedman reveals the surprising ways pageants have been an empowering feminist tradition. She traces the role of pageants in many of the feminist movement’s signature achievements, including bringing women into the public sphere, helping them become leaders in business and politics, providing increased educational opportunities, and giving them a voice in the age of #MeToo. Using her unique perspective as a NOW state president, daughter to Miss America 1970, sometimes pageant judge, and scholar, Friedman explores how pageants became so deeply embedded in American life from their origins as a P.T. Barnum spectacle at the birth of the suffrage movement, through Miss Universe’s bathing beauties to the talent- and achievement-based competitions of today. She looks at how pageantry has morphed into culture everywhere from and to cheer and specialized contests like those for children, Indigenous women, and contestants with disabilities. Friedman also acknowledges the damaging and unrealistic expectations pageants place on women in society and discusses the controversies, including Miss America’s ableist and racist history, Trump’s ownership of the Miss Universe Organization, and the death of child pageant-winner JonBenét Ramsey. Presenting a more complex narrative than what’s been previously portrayed, shows that as American women continue to evolve, so too will beauty pageants.