Gen Z and millennial brides are regretting their tattoos — but they have lots of options

“The clean girl aesthetics and weddings go hand and hand. There’s the age-old expectations for women to be pure on their wedding day, wearing bright white,” Evanovich said in the video.

Stu Hepcat, a tattoo artist and founder of Hepcat Tattoos in Glasgow, Scotland, told Business Insider that tattoos clash with society’s expectation of a “traditional” wedding look.

Bridal tattoo cover-ups are becoming more prominent. One of the most notable examples is Ariana Grande, who covered up her arm tattoos for her wedding to Dalton Gomez in 2021.

But at the same time, it appears to have become more acceptable for couples to make tattoos a big part of their wedding. For example, some brides and grooms have gotten inked during their ceremonies and others have hired artists to tattoo their guests.

In a July 2023 study by Pew Research Center, approximately 80% of the 8,480 Americans surveyed said they believed society had become more accepting of tattoos in the past 20 years.

Hepcat has noticed a positive shift. He said he recently had a newly married couple come into his shop to get matching wedding ring tattoos after their ceremony.

“Tattoos can be really positive in a wedding these days. It just depends on how you want to show it,” he said.