#AIonPoint: Why “Ugly” Sells—And What Your Brand Can Learn

In a world obsessed with perfection, the rise of “ugly” products and retail environments is turning heads—and opening wallets. From kitschy Crocs to rough-hewn produce, brands that embrace unconventional aesthetics have been capturing the hearts of consumers hungry for authenticity, rebellion, and sustainability. 

This paradox—ugly is beautiful—reflects a profound shift in how we perceive value, beauty, and status. Thanks to insights powered by Yabble’s AI Personas, we can unpack the psychological, cultural, and economic forces driving this trend—and explore strategies for brands that want to participate without things turning ugly.

The “Ugly” Revolution: More Than Skin Deep

“Ugly” in today’s market isn’t necessarily bad design, it can be a deliberate choice intended to break away from the over-polished, hyper-curated norm. Whether it’s mismatched patterns, raw retail spaces, or unfiltered marketing content, the “ugly” aesthetic signals something powerful: authenticity. 

In an age of social media perfection, consumers are craving realness. As one study found, “ugly” products are often perceived as more genuine and less manipulative than their glossy counterparts (6, 12). They tell a story—of sustainability, individuality, or even status.

(Image sourced from Balenciaga)

For example, “ugly” in luxury can signal exclusivity (4). Take the iconic Balenciaga Triple S sneakers: oversized, chunky, and often described as “ugly,” these shoes command high prices and long waitlists. Their aesthetic defies traditional notions of sleek, beautiful footwear, but that’s precisely the point. By embracing “ugly,” the brand signals that its customers are in on the joke—willing to invest in something that the mainstream might not “get.” 
 
For younger generations, it’s often about rebellion against the mainstream—think Gen Z’s love for the “weird girl aesthetic” (15).

The Psychology Behind “Ugly”   

The appeal of “ugly” boils down to three key drivers: 

• Authenticity: In a world obsessed with flawless filters and polished perfection, “ugly” feels refreshingly honest. It’s less about selling a dream and more about showing reality - warts and all. 
   

• Rebellion: “Ugly” is a quiet act of defiance. It’s a way to push back against the relentless pressure to conform to conventional beauty standards. This spirit of rebellion is particularly resonant with Gen Z and younger consumers who are tired of “vanilla” aesthetics saturating their social feeds. 
   

• Sustainability & Value: “Ugly” often signals resourcefulness. Think upcycled materials, imperfect produce, or products with visible repairs. These aesthetic choices tell a story of reuse, resilience, and commitment to reducing waste. 
  
  

But there’s another crucial dimension that shapes how “ugly” is perceived: culture. What one group may see as bold and authentic; another may view as poorly made or even offensive. Cultural context plays a huge role in determining whether “ugly” is celebrated, tolerated, or rejected.

The Economic Edge of “Ugly”  

“Ugly” isn’t just for looks—it’s often a smart business move. For retailers, embracing an “ugly” aesthetic can translate into significant cost savings. Minimalist, no-frills store environments like those at Aldi and Dollar General (2) reduce overhead by stripping away unnecessary design elements, flashy displays, and premium finishes. This approach allows these retailers to keep prices low, prioritize efficiency, and pass those savings on to the consumer. It’s a win-win that aligns with the priorities of price-sensitive shoppers. 

But the economic appeal of “ugly” goes deeper than just cutting costs. In times of financial uncertainty or economic downturn, consumers become more value-conscious—they’re less concerned with polished aesthetics and more focused on practicality, durability, and affordability (21). This is why during past recessions, we’ve seen a rise in minimalist, functional designs across industries, from retail to fashion to home goods. “Ugly” in this context signals resourcefulness—a practical choice rather than an indulgence.

(Image sourced from Pop Mart)

Take the viral rise of Labubu, the wide-eyed, mischievous toy figure that’s exploded in popularity recently. With its crooked teeth and unsettling stare, it defies traditional beauty norms - which is exactly the point. For fans, Labubu represents a kind of comfort and collectability that transcends aesthetics. In a world full of polished, algorithm-perfect products, Labubu’s raw weirdness feels real, memorable, and emotionally sticky. 

However, this approach isn’t a one-size-fits-all solution. The key to success lies in aligning your “ugly” aesthetic with your audience’s values. For some, it’s about affordability. For others, it’s about sustainability, rebellion, or nostalgia. Without this alignment, “ugly” risks being dismissed as poor design or a lack of effort—ultimately alienating the very consumers you’re trying to reach.

The Risks: When “Ugly” Backfires

Let’s be clear: “ugly” isn’t a free pass. When poorly executed, it can come off as sloppy, lazy, or tone-deaf—a far cry from the authenticity and creativity that make the aesthetic work. Brands that jump on the “ugly” bandwagon without a clear, values-driven purpose risk alienating their customers rather than attracting them. 

This is especially true when brands appropriate cultural aesthetics or reinterpret design traditions without understanding their deeper meaning. For example, a brand might slap a vintage-inspired pattern or a "heritage" motif onto a product because it's trending, but without acknowledging the cultural significance or giving back to the communities that inspired it, they risk being seen as inauthentic—or worse, exploitative. 

One example of this misstep is when a fashion brand releases a collection inspired by Indigenous designs without collaborating with Indigenous artists or communities. The result? Backlash, accusations of cultural appropriation, and a tarnished reputation. Consumers, especially younger generations, are quick to call out these disconnects, and the damage to brand trust can be hard to repair.

What Your Brand Can Do Now

If you’re thinking of embracing the “ugly” trend, here’s your roadmap: 

1. Ground “Ugly” in Authenticity: Show the story behind your products—why they’re raw, unpolished, or unconventional. Let imperfections signal honesty, not cost-cutting.
   
   
2. Target the Right Audience: Not everyone will love “ugly.” Know your market—whether it’s sustainability-focused shoppers, rebellious creatives, or status-seekers.
   
   
3. Balance Functionality with Design: Consumers may tolerate ugly, but they won’t tolerate poor quality. Prioritize comfort, durability, and usefulness.
   
   
4. Communicate Your Values: Transparency is everything. Make it clear why you’re embracing this aesthetic—whether it’s sustainability, anti-perfection, or community connection.
   
   
5. Monitor Consumer Sentiment: As “ugly” aesthetics evolve, stay nimble. Be ready to shift if consumers start craving a return to refinement.

Yabble AI Personas

This deep dive into the “ugly” trend wouldn’t be possible without Yabble’s AI Personas. By tapping into the perspectives of real-world consumer segments—from the eco-conscious to the rebellious, the skeptical to the traditional—Yabble’s AI Personas help brands unlock insights that drive smarter strategy. 

When you understand not just what’s trending, but why it matters to your audience, you can make bold moves with confidence. Want to know how Yabble AI can help your brand? Let’s talk.

“Ugly” is the new “cool”. 

Download the full Virtual Audiences Market Insights report on how "ugly” aesthetics are impacting retail.  

Each post in #AIonPoint: Market Insights for Brands explores the trends and consumer behaviors shaping your industry. From retail and CPG to tech, we’re uncovering what truly drives markets, all powered by our synthetic data solution that’s fast, accurate, and always on point. Stay tuned for more insights and trends as Yabble AI decodes consumer behavior, helping brands thrive in an ever-changing landscape.

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