A woman’s wedding day is often considered one of the most memorable moments of her life, and makeup artist Marissa McKey is dedicated to helping brides feel and look their absolute best. As the owner of McKey Bridal Co., McKey has specialized in bridal hair and makeup for over a decade, and works to create effortlessly timeless looks.

But what are brides looking for right now? And how does it change from person to person? Read on for McKey’s insight on trending bridal styles, navigating personal preferences and how your makeup artist is there to help you along the way.

What are brides asking for?

“Our brides almost always gravitate toward skin that looks like skin—fresh, radiant and timeless. My style is intentionally designed to look elevated both in person and in professional photos, never overly heavy or flat. The brides who book McKey Bridal recognize that and are drawn to our signature look. Everyone still wants to feel polished, but in a way that feels like themselves, just the best version.”

How do you help them figure out what look they want?

“Many brides come in with inspiration photos, but my role is to translate that into something that truly works for them. We go through their inspiration pictures together and break down what they’re actually drawn to—sometimes even what they don’t like. During the trial, I assess whether those looks will translate well based on their features, coloring, eye and face shape, and skin texture.

A lot of the time, someone is drawn to a photo because the person is beautiful, not necessarily because the makeup itself is the right fit. That’s where my role as a professional comes in—guiding them with confidence toward a look that enhances their specific features. It’s less about copying a photo and more about creating something intentional, flattering and personalized.”

 

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How do you coordinate makeup with particular hairstyles?

“Hair and makeup should always feel cohesive. If the hair is more structured or polished, the makeup typically reflects that with a slightly more defined look. I pay especially close attention to the contour and structure of the face, in those cases, subtly lifting and sculpting to enhance the sleekness of the hairstyle. If the hair is softer or more romantic, we lean into that with more diffused, effortless makeup. It’s really about balance; nothing should compete, everything should complement.”

What happens during a bridal trial, and why is that an important part of the process?

“The trial is where everything really comes together. We start with a consultation where we go over the bride’s inspiration photos, her skin type, what makes her feel most beautiful and anything she doesn’t love on herself. From there, I create a fully customized look tailored specifically to her features and preferences.

Most of my brides use their trial for an event like bridal portraits or their rehearsal dinner, which allows them to truly test the look—how it wears on their skin, how it photographs and how they feel in it throughout the day. That real-life feedback is invaluable and allows us to fine-tune every detail so the wedding day look feels effortless, refined and exactly right.”

What is the first thing you notice or decide when beginning a bride’s makeup?

“The first thing I assess is her skin tone, contrast level, bone structure and the natural coloring of her features. All of these elements play a huge role in how each bride wears makeup. Brides with stronger features and higher contrast can typically carry a bit more definition, while someone with softer features and lower contrast often looks best in a more subtle, diffused approach.

From there, I take into account her skin texture and select products that work with her natural anatomy—enhancing rather than overwhelming her skin. I also consider the overall context of the day, including the photographer’s editing style, as that can significantly impact how the makeup translates in professional photos. Everything is chosen with intention, so the final result feels balanced, flattering and cohesive both in person and on camera.”

What beauty/makeup trends are worth the hype?

“Taking care of your skin is absolutely worth the hype, if not the most important part of the entire process. Makeup can only wear as well as the skin underneath it, so hydrated, exfoliated and well-prepped skin makes all the difference. Smooth, healthy skin allows everything to apply more seamlessly and last throughout the day.

I always tell brides that, with everything they’re investing in for their wedding, prioritizing their skin in the months leading up to it is just as important. I’ve seen a big increase in brides asking about facials, medical-grade skincare and how to properly prep their skin ahead of the big day, which I love.

Even beyond weddings, taking care of your skin is something that will always be ‘in.’ It’s the foundation for everything and truly what makes makeup look its best.

It’s also important to understand your own skin, features, and coloring when it comes to trends. Not every trend is meant to work for everyone. For example, fully matte skin is making a comeback, but in reality, only a small percentage of people truly look their best in heavy, matte, powdered finishes. Knowing your skin type and how makeup interacts with it is key. For me personally, I have more normal to dry skin with fine lines around my eyes, so heavy matte products would settle, emphasize texture and ultimately be unflattering—so I will be sitting this trend out!

At the end of the day, the most timeless approach is choosing what enhances you, not just what’s trending.”

Learn more about McKey Bridal Co. in this story from the inRegister Weddings archives.