# MAC bridal campaign features Indian groom in makeup

2026-08-22T18:26:03+00:00 | Business & Economy | Indian Opinion Desk

Corroboration: 1 independent outlet

Makeup brand MAC's new bridal campaign 'Forever in M.A.C.' is being called refreshing for including not just the bride but the entire wedding party, including the groom. The campaign features the groom wearing concealer, breaking from the tradition of bridal beauty marketing that focused solely on the bride as the protagonist. The campaign arrives as the Indian wedding season approaches, and MAC's long association with Indian makeup artists makes it a natural fit. By acknowledging the groom and other family members as deserving of beauty moments, MAC is modernising the wedding beauty narrative.

## Indian Opinion Analysis

Indian wedding beauty is a Rs 40,000-crore industry, with bridal makeup alone accounting for a significant share. Traditionally, men have been absent from this marketing, even as grooming services for men have grown. MAC's move reflects a broader shift where grooms now participate in pre-wedding photoshoots and skincare routines. The brand has been a staple in Indian makeup artists' kits for decades, giving it credibility to push this change. The real test will be whether other brands follow suit and if consumers actually buy groom-focused products in large numbers.

## Coverage

- theprint.in <https://theprint.in/opinion/macs-new-campaign-puts-makeup-on-the-indian-groom-someone-alert-the-authorities/3022368/>
  Frames the campaign as revolutionary but stays descriptive, not pushing a political or ideological agenda.

This story was synthesised by AI from the source linked above.

Tags: Indian wedding, MAC, ThePrint
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