Nia-Malika Henderson, Columnist

It’s Too Late for the GOP to Rebrand Its ‘Big, Beautiful Bill’

Trump and Republicans now own legislation that many Americans don't like.

September 8, 2025 at 3:00 PM UTC

Nia-Malika Henderson is a politics and policy columnist for Bloomberg Opinion. A former senior political reporter for CNN and the Washington Post, she has covered politics and campaigns for almost two decades.

Not winning any beauty contests.
Photographer: Bryan Dozier/Middle East Images/AFP/Getty Images

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It seemed like a good idea at the time. Call a bill “big and beautiful,” repeat the name again and again, and watch the good reviews roll in. Well, that hasn’t happened with President Donald Trump’s signature piece of legislation, which he signed into law on Independence Day.

Not even close.