Why I Launched the “If You’re Ugly, Be Ugly” Campaign

Let’s get one thing straight: everyone is hot to someone. But in a world full of filters, fakery, and curated perfection, we’re often encouraged to present a version of ourselves that’s… well, not really ourselves. At Zepeel, we’ve had enough of that.

That’s why I launched the “If you are ugly, be ugly” campaign.

Sounds harsh? Good. It’s supposed to wake you up.

I am not here to sugarcoat things. I am here to shake up dating—and that means getting brutally real. This campaign is a call to drop the act, ditch the mask, and show up as you actually are. Because guess what? Realness is attractive. Vulnerability is powerful. And confidence in your own skin? Unstoppable.

I am done pretending that dating success comes from presenting some polished, fake version of ourselves. It doesn’t. It comes from being authentic. From owning who you are—awkward angles, weird quirks, bad hair days and all.

“If you are ugly, be ugly” isn’t about looks. It’s about truth.

Real faces. Real voices. Real people.

Zepeel was built differently. Unlike the usual swipe-and-snooze apps, we center video because there’s no better way to get a genuine vibe from someone. A 30-second clip tells you more than a filtered photo ever could. That slight smile, the spark in their eyes, their voice—those things matter. And they can’t be faked.

So if you are weird, be weird. If you are awkward, be awkward. And yes—if you think you are ugly, be ugly. But be you. Because you are who someone out there is looking for.

This is the future of dating: no cap, no catfish, no BS.

I launched this campaign to push back against the culture of over-curated dating. I wanted to say what everyone’s thinking but no one’s saying: filters might get you likes, but they won’t get you love.

So, this campaign is for the bold, the honest, and the ones tired of wasting time pretending. It’s for those ready to connect like actual human beings, not avatars.

It’s not about tearing people down. It’s about setting people free.

Own your vibe. Embrace your realness. Find your person.

Let’s be real, confidence is magnetic. And confidence starts when you stop hiding. Zepeel is the place for people who are ready to be seen for who they are, not who they think they should be.

So yeah. If you are ugly, be ugly. If you are beautiful, be beautiful. Just be you. All the way.

Want to try dating the real way?
Download Zepeel. Be seen. Be real. Be wanted—for exactly who you are.

Anthony Neal Macri

Co-Founder & Chief Marketing Officer