The wedding business is a multi-million pound industry, and many women feel the pressure to look a certain way on their big day.
Whether it's wearing four times as much makeup as they normally would, or trying to recreate the picture-perfect filters we all see online, there's an expectation of full wedding glam.
One woman has been praised online for bucking the trend and going makeup free for her wedding day.
It comes after the likes of Pamela Anderson has made headlines for no longer wanting to wear any slap.
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26-year-old bride Madison Azevedo went viral on TikTok for showing off her stunning natural beauty to get hitched.
She clocked up nearly 4 million views after snaps of her big day were shared online.
Madison explained she rarely wears makeup, so she wanted to get married while 'looking the most like me'.
She insisted she didn't want to feel pressured to be 'what others thought I should look like'.
The bride revealed her husband has never seen her wearing makeup.
She wore a full glam face to her prom but regretted it later, so didn't want the same emotions for her wedding day.
Madison said she also used to wear thick foundation to cover cystic acne, and said she wanted to look like herself when she got married.
"Taking care of my skin feels more empowering than covering it," she said.
She wore 'plain Chapstick with a slight tint' and that was it, and said her new husband was 'so happy' she remained her true self as a bride.
Social media users rushed to the comments to praise her fresh-faced look.
"So beautiful!" wrote one.
"She looks flawless good for her for doing what made her confident and comfortable," said another.
One urged: "Wear make up or don’t wear makeup. Do whatever makes you happy, it’s YOUR day"
"Let's normalise this!" suggested one, as another commenter agreed: "That's how I'd like mine to appear as well!"
"All brides are beautiful, with or without make-up!" insisted another.
"I wish I could look like this without makeup" praised one fan.
Madison was stunned by the response: "I was genuinely surprised by how many other brides went makeup-free. It’s not something that’s talked about or shown very often, and it’s something I hope to change,"
She told PEOPLE that she wanted the day to be as authentic as possible for the couple: "A lot of the décor was thrifted from antique stores or DIY, which made everything feel really special."
"We kept it to close friends and family and our DJ even surprised us with fireworks at the end of the night, which was such a magical moment."
Madison added about her husband: "He wanted me to feel beautiful and confident as myself, I told him I was worried it might be weird to not wear makeup to my own wedding, and he immediately reassured me that it wouldn’t be — because that’s exactly who I am, and I don’t need to change that or give in to any expectations."
Topics: Beauty, Social Media, TikTok, Wedding, Make-Up
Jen Thomas