After a dating website created purely for beautiful people, the world's first dating site for the ugly has been launched in the UK.
The site TheUglyBugBall.co.uk specifically excludes "anyone who is overtly pretty or attractive".
According to the site''s straight-talking creator Howard James, a multimillionaire entrepreneur from Mayfair, London, said it offers the "aesthetically challenged" a much-needed service.
"It's a sad fact that up to half of the UK is made up of ugly people yet amazingly nobody has ever thought of providing a dating service for them,” the Sun quoted James as saying.
"Some of these will be moderately ugly, but others will have fallen from the ugly tree and hit every branch on their way down.
"Just because they don't look like Kate Moss or Cheryl Cole doesn't mean they don't have a lot of love to give and we're scooping up these people and offering them a glimmer of hope - in many cases their first and only opportunity of meeting a member of the opposite sex," he added.
Almost 1,500 members have signed up since the site, which is free to join, went live on Monday morning.
James, also the founder of casual dating site Forgetdinner.co.uk, said: "Our site allows people who aren''t attractive to engage in the dating game without fear of of ridicule for being ugly or excessively overweight.
"By doing this they might actually find a compatible partner - instead of spending years paying for dating sites they have no hope on."