Selena Marchand, a bridal makeup pro with 20+ years of experience, warns that AI-generated beauty images are misleading brides, pushing them toward unrealistic expectations—and explains how to choose a flattering, authentic look instead.
The Pinterest Problem: When AI Sabotages the Bridal Look
In 2026, more than 40 million brides are expected to plan weddings in the U.S. alone, and nearly all of them will turn to social media for makeup inspiration. But according to Selena Marchand, a makeup artist with over 20 years in the industry and a million TikTok followers, many are falling into a critical trap: artificial intelligence.
“People are going on to Pinterest, and then they’re seeing these AI images of these beautiful girls that aren’t real. Of course, they look amazing,” she tells People. The issue isn’t just the filters—it’s the fundamental disconnect between AI-generated “perfection” and real human features.
Marchand allows the bride to see beyond the algorithm by shifting focus to authentic reverence. “It’s best to look for someone that looks somewhat like you and has the same color features,” she advises. “If you’re a blonde, fair girl, don’t show Kim Kardashian because it’s just not gonna look the same.”
Common Mistake #2: Overdoing It for the Camera
Another recurring misconception is the belief that photographs require heavier makeup. Many brides, she notes, “push themselves so far out of their comfort zone that they don’t feel like themselves in person.”
In her studio, where she’s guided over 2,000 brides to date, Marchand counters this myth: “It’s best to look good in person, which is gonna translate on camera. You’re still gonna look absolutely beautiful on camera with natural makeup.”
Her philosophy is simple: stay true to what makes you feel beautiful. “Don’t go to your comfort zone just because you feel like, ‘It’s my wedding day, and I need to wear a lot of makeup,'” she urges.
Why the Makeup Trial Is the Ultimate Reality Check
Marchand’s process includes a meticulous trial session where she asks probing questions: “What do you like about it?” and “How does this feel on your skin?”
She’s seen firsthand how a bride’s reaction changes everything. “With the bride, sometimes they’ll cry. They feel like their best selves.” This emotional payoff, she believes, comes from a 20-year evolution in her technique—shifting from “applying makeup” to “listening to stories and baking in empathy.”
Courtesy Vicki Bartel
Real Glow, Real Emotion: The Scientist Behind the Look
Marchand’s approach is almost scientific in its specificity. She’ll analyze a client’s face, skin undertones, and even the emotional context of the wedding day before selecting a product. “Over the last 20 years, I’ve gotten a lot better at helping people with their makeup because I’m asking better questions before I get started,” she notes.
This method has led to a coveted moment in over 90% of her trials: the “I feel beautiful” smile—impervious even to Instagram filters.
The Emotional Shape of Beauty
While Marchand has mastered the art of navigating diverse personalities on wedding mornings—”I’m really good at navigating that now, but it’s all kinds of different personalities”—the payoff trumps everything. Her highest reward? “There’s nothing like it, just them saying like, ‘Thank you so much. They feel so beautiful.'”
In an era of deep-fake filters and algorithmic standards, Marchand’s message is clear: beauty isn’t built on pixels—it’s crafted from authentic stories, real skin tones, and emotional honesty.
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