Anastasia Beverly Hills (ABH), the globally recognised beauty brand founded by Anastasia Soare and known for its artistry-led approach and Golden Ratio–inspired techniques, has launched its new wedding campaign, The Unfiltered Brides. The campaign celebrates the intimate, emotional, and joyful moments between brides and their makeup artists, highlighting genuine connections, real transformations, and the trusted ABH products that are staples in bridal beauty kits.
Rooted in authenticity, the campaign brings together celebrated makeup artists who have long relied on ABH products with real brides. Recognising their influence and artistry, the brand has partnered with Cherry Deol, Pooja Khurana, and Bianca Louzado, along with a diverse group of regional makeup artists, to capture the beauty of Indian weddings through their expert lens.
Speaking on the campaign, Medhavi Nain, GM Marketing at House of Beauty, which brings Anastasia Beverly Hills and other global beauty brands to India, said that one product trend consistently stands out in bridal content across the country.
“Every time I scroll through content created by makeup artists, I notice one constant—the Soft Glam palette. It appears in almost every video, tutorial, and bridal transformation. That’s when it truly struck me that our products are not just part of the conversation; they are an essential part of the artist’s craft. Seeing MUAs naturally gravitate towards ABH’s hero essentials reaffirms how deeply loved and trusted the brand is within the professional community,” she said.
She added that by working with top makeup artists and showing real brides’ transformations, the campaign builds trust and meets what today’s bridal customers want from a luxury beauty brand: reliable products that help create their dream bridal looks. “As we move forward, we aim to partner with more leading MUAs to further deepen our presence in the bridal beauty space,” she noted.
To mark the campTo mark the campaign launch, ABH unveiled three in-depth, tutorial-led wedding looks—Bridal, Mehndi, and Cocktail—each created using the brand’s most-loved essentials. Through additional regional artist collaborations, the campaign also captures candid laughter, quiet moments, shared jitters, and the artistry that goes into creating a bride’s look for her most important days. The initiative reinforces ABH’s long-standing commitment to supporting professional makeup artists and celebrating their role in shaping modern bridal beauty. As the economy becomes increasingly experience-led, brides are seeking credibility, relatability, and real results. The Unfiltered Brides responds to this shift with authentic, impactful storytelling that reflects what the modern bride truly values.
The campaign is now live on Anastasia Beverly Hills India’s digital platforms. It will reach more people through content partnerships, social media stories, and makeup artist-led bridal education during the wedding season.