Bride & Groom Expo: Brides ditch heavy makeup for understated elegance

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The days when brides sought dramatic makeovers that left them almost unrecognisable are gradually fading.

Instead, beauty experts say today’s brides are embracing natural makeup, healthy skin and understated elegance, a trend driven by a growing appreciation for authentic beauty and timeless wedding photographs.

The shift is on full display at the 17th Bride & Groom Expo 2026 at the UMA Show Grounds in Lugogo, where beauty professionals say more brides are requesting subtle looks that enhance their natural features rather than conceal them.

Sylvia Patience Natukwase, Manager at The Makeover Place, said bridal beauty has evolved significantly in recent years, with clients now prioritising simplicity, elegance and convenience.

“Most brides today want natural makeup. They want to look like themselves, only more polished and beautiful. Beauty should enhance someone’s appearance, not completely change who they are.”

Natukwase said the salon has also transformed the way it delivers bridal services by introducing home appointments to make wedding mornings less stressful. Instead of brides rushing to the salon before church or the reception, we now go to them. “It is more convenient and allows them to prepare comfortably.”

The move towards natural beauty extends beyond makeup. She said brides are increasingly choosing natural hairstyles over chemically treated hair to create a seamless, elegant look. “Relaxed hair is gradually fading away. Brides now prefer natural hairstyles because they blend perfectly with natural-looking makeup.”

Preparing for the perfect bridal look

Jidah Bijjabwe, deputy chief executive officer at The Makeover Place, believes achieving flawless bridal beauty starts long before the wedding day.

Patience Ankunda, Chief Executive Officer of The Avenoir Experience operating their new machine at the Avenour Experience studio during the Bride and Groom Expo. (Photo By David Lukiiza)

She advises brides to begin a skincare routine at least a month before the ceremony, allowing beauty professionals enough time to assess their skin and recommend suitable products. “One of the biggest mistakes brides make is waiting until the last minute. Every skin type is different, so we first need to understand the skin before recommending products. That helps us avoid irritation and achieve the best results.” Bijjabwe also encouraged couples to book their beauty professionals well in advance.

“Secure your service providers early. Booking ahead gives you enough time to prepare and helps you avoid disappointment if your preferred makeup artist becomes unavailable.” While beauty remains central to every wedding, exhibitors say couples are also placing greater emphasis on creating memorable guest experiences.

Patience Ankunda, Chief Executive Officer of The Avenoir Experience, said luxury photo booths and interactive entertainment are becoming must-have features at modern weddings.

"Couples are looking beyond beautiful ceremonies. They want guests to leave with unforgettable memories, and interactive experiences like luxury photo booths help create those moments."

A first-time exhibitor, Ankunda described the expo as an invaluable platform for connecting with couples planning weddings across the country. “We have met brides and grooms from different regions, including many from upcountry, and the response has been encouraging. The expo has given us an opportunity to showcase our services to people we might never have reached.”

Held under the theme, Beyond I Do: A Journey of Love, Home and Family, the three-day Bride & Groom Expo brings together leading wedding service providers, offering couples expert advice, exclusive discounts, live demonstrations and the latest wedding trends.

Sponsored by Pepsi, Bella Wines and Looks Bespoke, in partnership with Sheraton Kampala Hotel, Oppein Uganda and Roke Telecom, the expo ends tomorrow, June 28 at the UMA Show Grounds, Lugogo.

Entrance is sh10,000.