AUDIENCE
beauty heretics who want to push the limits of their aesthetic and pioneer strange new style frontiers .
FACT
Just over 1 in 5 followers say they follow influencers specifically to keep up with trends.
INSIGHT
The way you present yourself can be a statement. Beautiful isn't always the point.
Dazed has never followed traditional beauty norms—always pushing boundaries and championing self-expression. We’re reclaiming the word “UGLY” as a creative safe space, where users can explore alternative self-expression instead of chasing beauty trends. By taking ownership of the word, we’re turning it into a symbol of confidence—and driving change.
OOH
We’ll tease our app extension launch with billboards that deface and disrupt the messaging of typical beauty ads.
Social
Alternative beauty and style creators across different niches will promote the app extension by sharing their submissions to the “UGLY Contest.”
UGLY CONTEST
Every month, Dazed editors drop a beauty prompt designed to bring out your inner weirdo—do your worst. The winning look gets featured on the Dazed homepage, app and social.
The Commune
a village of digital communities filled with gorgeous uggos just like you. From past contestants to aspiring uggos and more, it’s where you connect. Search by keyword or browse tagged photos to share, discover, and talk all things aesthetic with your new comrades.
In The Wild
What’s your inspiration?
Inspiration can come from anywhere—and we want to see what sparks yours in the wild. Share the moments, textures, people, and places that inspire you to help fuel new ideas, spark creativity, and grow the uggo community together.
Apparel
