Beheld Beauty Collective

Beheld Beauty Collective was founded in Lexington, Kentucky, in April 2017 by Maddie Wofford — a master stylist who built her brand one bride at a time. What began with a handful of wedding bookings grew quickly through referrals and word-of-mouth into a thriving operation. Today, Beheld serves over 300 weddings per year, has styled 2,000+ bridal parties, and operates affiliate-owned territories in Lexington, Louisville, and Cincinnati. In 2026, Beheld launched its franchise system.