Women’s political underrepresentation in right-wing parties remains a global phenomenon. Despite their rejection of “identity politics,” the United Kingdom’s Conservative Party and the United States’ Republican Party have launched formal initiatives to recruit women legislative candidates. In this article, we ask: How do right-wing women advocate for increasing women’s representation within parties that explicitly reject group identity politics? More specifically, we examine 1) how party elites frame the UK’s Women2Win and the US’s Project GROW campaigns, and 2) the role that women play in each of these initiatives. Through interviews with party elites and content analyses of news articles and campaign materials, we show that right-wing women in both countries function as strategic party actors, advocating for women’s representation tactically within the specific ideological and electoral context of their party.