"The attitude of some MUAs really stinks!"
A bridal makeup artist has sparked fierce debate online after encouraging brides to cancel their makeup artists and instead learn to do their own wedding glam.
Serena Kaur Ojalae, a UK-based bridal hair and makeup artist known online as @serenaworldwide, shared the controversial advice in a video posted on March 8, 2026.
The artist, who also runs a dedicated bridal page, @bridesofserenaworldwide, is widely known for creating soft-glam looks for UK and destination weddings.
However, her latest video divided audiences after she suggested brides should reconsider hiring professional makeup artists for their big day.
In the clip, Serena claims many makeup artists are “charging you an arm and a leg for a bit of foundation and blush”.
She adds, “You’re in debt while they’re buying the latest designer bags,” suggesting some artists profit heavily while brides struggle with rising wedding costs.
The video was also used to introduce a new paid bridal makeup guide designed to teach brides how to recreate their signature looks.
In the Instagram caption, Serena wrote: “The Secret’s Out! Comment ‘Guide’ to grab yours now!” revealing she had been working on the digital product.
She explained she often turns down bookings due to unavailability or because pricing can be a barrier for some brides.
Serena added: “Bridal makeup isn’t cheap & in a world where wedding costs are becoming extortionately high, I want to normalise doing your own bridal makeup.”
She said the guide breaks down exactly how she creates her bridal looks so brides can recreate them on themselves.
The tutorial includes advice on base makeup, contouring, setting under-eyes and techniques to improve longevity throughout the wedding day.
Serena also provides a detailed product list featuring both drugstore and high-end recommendations.
She said the guide is intended for brides who cannot afford a makeup artist, have considered doing their own glam, or simply want to improve their skills.
Ending the caption, she wrote: “Your girls got you! Enjoy xxx.”
The post quickly gained attention online, with followers offering both supportive and critical reactions in the comments.
One user congratulated Serena but described the video as deliberate marketing.
They wrote: “Congrats on the digital product launch! The rage bait marketing is top tier… and the fact it’s working is the best part.”
Another follower praised the concept, writing that the guide was “such a great idea” and showed confidence in her craft.
They added that teaching people to do their own makeup can be helpful because hiring a professional artist is not always feasible.
A bride shared a longer comment explaining she had already booked a makeup artist, but struggled with the behaviour of some professionals.
She wrote that several big-name artists were unresponsive, had “extortionate” prices and “an appalling attitude”.
The bride added, “I can understand completely why some girls will just do their own makeup because the attitude of some MUAs really stinks!”
She concluded there was “nothing wrong with helping people by providing a product for those who can’t or don’t want to pay for a MUA.”
However, some viewers argued the video was designed to provoke backlash in order to drive engagement and sales.
Several followers described it as “rage bait” marketing that deliberately antagonised makeup artists to promote the guide.
The backlash intensified after prominent South Asian makeup artists publicly criticised the messaging.
@serenaworldwideAre you considering doing your own bridal makeup? Well, I got you! ? I can finally reveal to you what we’ve been working on! Over the years I’ve had to turn down so many bookings due to unavailability or price being a factor. Bridal makeup isn’t cheap & in a world where wedding costs are becoming extortionately high I want to normalise doing your own bridal makeup, just like I did a few years ago. In the guide I break down to you exactly how I create my bridal looks for you to recreate on yourself. I go into things like how to create a flawless base, contour, set your under eyes and keep your makeup lasting all day! It’s a highly detailed guide and with it I’ve also created a product list with all my recommendations (giving drugstore & high end suggestions.) I really hope this guide helps many of you out there who may not be able to afford an MUA or have considered doing your own bridal makeup or for someone who is just looking to level up their skills! ? Your girls got you! Enjoy xxx? Sex And The City Main Theme (From “Sex And The City”) – Geek Music
Jatinder Singh Grewal responded: “Undermining artists to sell your own product isn’t the move.”
He continued: “Our work isn’t ‘a bit of foundation and blush’, it’s years of craft, dedication and passion.”
Grewal added, “If you want a designer bag, go buy one. But don’t discredit the artists who built their careers through real artistry.”
Makeup artist Manny Shina also criticised the post, accusing Serena of hypocrisy.
He wrote: “Bravo. For bashing an industry that you, yourself benefitted from, for rage-bait. Great marketing skills.”
Another respected artist, Tanya Mann, said the video left her uncomfortable with its underlying message.
She explained she immediately felt uneasy with the suggestion that makeup artists are “money-grabbing”.
Mann added that artists already face that perception from outside the industry and should not hear it from fellow professionals.
While she said she respects Serena, Mann felt the joke did not translate well.
She explained: “The joke doesn’t quite translate, at least not without MUAs being the punchline.”
Mann acknowledged that guides and tutorials can benefit brides who want to do their own makeup.
However, she stressed that hiring a professional artist involves a completely different level of service and expertise.
She added: “There’s definitely room in the industry for both without putting one down.”
The debate also highlights wider conversations around the cost of weddings, which many couples say has risen sharply in recent years.
Some brides online say professional beauty services can be difficult to afford alongside venues, outfits, photography and destination celebrations.
At the same time, artists often argue their pricing reflects years of training, expensive kits, insurance, travel and long working hours.
As criticism grew, Serena later addressed the backlash in a response video on Instagram.
In the caption, she thanked supporters who had sent “beautiful messages of kindness & support”.
She wrote: “The internet can be a very cruel place, but this has only ignited a fire in my belly to help more of you!”
Serena also hinted that more content and advice for brides would follow, telling viewers there is “so much more to come”.
The controversy has since sparked wider discussion across the beauty community about marketing tactics, industry respect and whether DIY bridal glam should compete with professional artistry.
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