Dad shoes, sport sandals, and shapeless dresses have flooded the fashion world. Misshapen produce and brown (but delicious) eats are taking over the culinary world. Acne is being spotted on the catwalk, and a giant, hairy toe is plastered in the subway. The year is 2019, and the Cult of Ugly is here—and it’s affecting much more than fashion, food, and faces. Young people are increasingly seeking authentic content across categories that flies in the face of perfection, and this trend outlines how brands can capitalize on the ugliness.