In 1989, journalist Margo Kaufman reported in the Los Angeles Times how a stranger shouted “Hey, ugly!” upon seeing his two pugs walking down the street. This was not an isolated incident; Kaufman noted that such derogatory comments accumulated day after day. Back then, these dogs were considered comical anomalies, far from the prestige enjoyed by breeds like the German Shepherd or Labrador.
Fast forward three decades, and the paradigm has shifted dramatically. What once provoked ridicule now commands fascination. Social media has exploded with images of hairless Chihuahuas, toothless Chinese Cresteds, bulldogs that snort like locomotives, and Brussels Griffons that resemble Ewoks. The phenomenon is unmistakable: we are increasingly enamored with ‘ugly’ dogs.
The Rise of Ugly Dogs
The most compelling data provided by The Wall Street Journal reveals that, as of 2022, the French bulldog has become the most registered breed in the United States, dethroning the Labrador retriever after 31 years. It’s not a singular trend; pugs, Brussels Griffons, Chinese Crested Dogs, and quirky Chihuahuas have collectively seen spikes in searches, followers, and adoptions.
While Spain lacks as extensive records as the U.S., trends indicate a similar direction. Industry platforms project that French Bulldogs, Chihuahuas, and other striking, smaller breeds will rank among the most in-demand in urban settings. This shift signifies a growing preference for ugly-cute aesthetics here as well. As Elias Weiss Friedman, creator of The Dogist account, explains, people are drawn to dogs that stand out—animals whose unique appearance makes a statement about their owners.
Social Networks as an Amplifier
The ugly-cute aesthetic is a trend widely promoted by influencers and celebrities showcasing their pugs and French Bulldogs, normalizing and popularizing these breeds’ extreme visuals.
Additionally, contests help elevate this trend. In 2025, Petunia, a hairless French bulldog from Oregon, won the historic World’s Ugliest Dog Contest. While the contest may seem trivial, it aims to bring attention to dogs in shelters and raise awareness for adoption.
Psychological Mechanisms Behind the Fascination
The fascination for ‘ugly’ dogs runs deeper than mere virality. General health psychologist Alejandra de Pedro González explains to Xataka that the allure of these unique breeds connects with a universal human instinct: the desire to care for the vulnerable. Traits like lameness, hairlessness, and deformities evoke our most basic prosocial instincts.
This tendency isn’t exclusive to our species. In 1943, scientist Konrad Lorenz identified the baby schema: traits like big eyes and small noses that trigger nurturing behaviors. Many ‘ugly’ animals share these traits, which can enhance our desire to protect them. Studies, including one by Marta Borgi published in Frontiers in Psychology, support that these features increase our willingness to care and lessen aggression toward them.
Connecting Emotionally
According to de Pedro, unusual dogs give owners a platform to project anthropomorphic personalities, allowing for imaginative constructs like seeing them as elves, babies, or even tragic figures. Their distinctive features become emotional canvases for us to project our feelings.
Moreover, the unique care requirements of these breeds—like cleaning folds, administering respiratory medication, and countless checkups—foster stronger human-animal bonds. This emotional investment is akin to parentification; in our individualistic society, people long for someone to nurture. Own an ugly dog is seen as the ultimate manifestation of unconditional love, as it doesn’t need to adhere to conventionally attractive standards to be loved.
The Dark Side of the Trend
However, there’s a troubling side to this trend. Brachycephalic breeds like pugs, French and English bulldogs, suffer severe health issues, including respiratory problems and other ailments. Veterinarians describe these extreme cases as “medical nightmares.”
Countries like Holland and Norway have even banned the breeding of certain dogs due to animal welfare violations, as these traits increase the dogs’ suffering. Studies from the Royal Veterinary College indicate that English Bulldogs are more than twice as likely to suffer from illness compared to other breeds and often have shorter life expectancies. Despite this, some owners and breeders continue to resist change, viewing these medical issues as amusing quirks while ignoring the underlying suffering.
Accepting the (Im)Perfect Beauty
The winner of the World’s Ugliest Dog Contest, Petunia, may not realize she’s ignited a global debate about aesthetics and animal welfare. All she knows is how to wag her tail when someone approaches. This captures the essence of our modern obsession: in a world focused on perfection—be it in appearance or lifestyle—ugly dogs present a refreshing counterbalance of unconditional love and acceptance. Whether they have crooked teeth or peculiar features, their capacity for love remains unchanged, resonating with our fundamental human need for tenderness.
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