For some brides, regular trips to Sephora and test-driving makeup artists aren’t on the wedding to-do list. They are opting instead for a more au naturel look on their big day: faces dewey, eyes unshadowed, lips unstained.

“It was so important to look like myself,” said Laurie Huff, 29, a real estate broker from Jackson, Wyo., who was without makeup when she was married last May in Italy’s Tuscany region.

“I’ve seen friends try to make themselves into something they’re not,” she said. “They plastered on foundation, and to them that might look pretty, but not to me.”

The no-makeup movement seems to have been helped along by Alicia Keys, who almost two years ago, in a self-empowering statement, performed “Blended Family” on “The X Factor” sans maquillage. She did the same at this year’s Grammys. The singer Demi Lovato has flashed #nomakeup selfies on social media, along with Kylie Jenner, Gwyneth Paltrow, Gigi Hadid, Adele and Beyoncé.