Anastasia Beverly Hills launches 'The Unfiltered Brides' campaign

Anastasia Beverly Hills has launched a new wedding campaign titled ‘The Unfiltered Brides’, centred on real brides, real preparation moments and the role of trusted makeup artistry. Announced today in New Delhi, the campaign focuses on the emotional and practical ‘getting ready’ phase of weddings, highlighting genuine interactions between brides and their makeup artists.

The campaign is built around authenticity and aims to reflect how Anastasia Beverly Hills products are used in real-world bridal settings. Rather than featuring staged transformations, the brand has collaborated with established makeup artists who have organically incorporated ABH products into their professional kits over time. The campaign showcases real brides and the moments that unfold as their wedding looks take shape.

 

 

 

 

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As part of the initiative, Anastasia Beverly Hills has partnered with makeup artists Cherry Deol, Pooja Khurana and Bianca Louzado, alongside a wider group of regional makeup artists. Through these collaborations, the brand captures a cross-section of Indian wedding traditions and aesthetics, interpreted through the individual styles and expertise of each artist.

Commenting on the campaign, Medhavi Nain, general manager - marketing, house of beauty, said, “Every time I scroll through the content created by makeup artists across the country, I notice one constant ‘Soft Glam’ palette. It shows up in almost every video, every tutorial, every bridal transformation. That’s when it truly hit me: our products aren’t just part of the conversation; they’re a part of the artist’s craft. Seeing MUAs [makeup artists] naturally gravitate towards ABH’s hero essentials reaffirmed how deeply loved and trusted these products are within the community.”

Nain added, “By collaborating with the country’s leading MUAs and showcasing transformations on real brides, we’re strengthening trust and delivering what today’s bridal consumer expects from a luxury beauty brand, products which deliver their aspirational bridal look. As we move forward, we aim to partner with more leading makeup artists to further deepen our presence in the bridal beauty space.”

To support the campaign launch, Anastasia Beverly Hills has released three detailed, tutorial-led wedding looks covering Bridal, Mehndi and Cocktail occasions. Each look has been created using the brand’s established core products and is designed to demonstrate practical application techniques for different wedding events. These tutorials are intended to serve both consumers and professional makeup artists seeking guidance and inspiration.

In addition to the central tutorials, content developed with regional makeup artists captures candid, behind-the-scenes moments from the bridal preparation process. These include conversations, emotional pauses and shared anticipation between brides and artists. The approach reinforces the role of makeup artists as collaborators in the wedding journey, rather than simply service providers.

The campaign aligns with broader shifts in the wedding and beauty categories, where consumers are placing increased value on credibility, relatability and proven results. As weddings become more experience-led, brands are responding by offering content that reflects real usage and genuine outcomes rather than idealised imagery. ‘The Unfiltered Brides’ positions Anastasia Beverly Hills within this context by focusing on trust, technique and lived experience.

The campaign is now live across Anastasia Beverly Hills India’s digital platforms. It will be supported through content partnerships, social storytelling and makeup artist-led bridal education initiatives throughout the wedding season. Through this rollout, the brand aims to strengthen its engagement with both bridal consumers and the professional makeup artist community in India.