But all dogs are not lovely dogs (on the outside, at least).
Josie finished third in the contest and Scamp, a dog owned by Yvonne Morones of Santa Rosa, finished second among the 14 dogs that competed.
Zsa Zsa won the title Saturday night at the Sonoma-Marin Sonoma-Marin Fairgrounds in Petaluma.
Sometimes they look like Zsa Zsa, the English bulldog who was crowned this year's World's Ugliest Dog.
The victor takes home $US1500 ($1900). Here's what our winning pup's profile had to say about her life before World's Ugliest Dog stardom. After all, we don't want her taking up space where a TRULY ugly dog could shine.
Zsa Zsa's owner is Megan Brainard of Anoka, Minnesota. The oldest dog in the competition, Moe, a 16-year-old Brussels Griffon-pug mix from Santa Rosa, California, took the award. She picked up Zsa Zsa about four years ago as a rescue dog from Missouri puppy mill.
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Martha was nearly blind when she came into Shirley's care, but has since undergone a number of operations and now has a pretty sweet life with her new owner. A 9-year-old English bulldog was named the victor of the 2018 World's Ugliest Dog contest in the San Francisco Bay Area.
Ms Brainard will now receive $1,500 for Zsa Zsa's win.
What sealed the deal with the judges and the crowd was her tongue, a funnel of saliva when she was carried to the stage by Brainard.
Please also note: Her claws are painted pink, to match her collar.
"She's just so ugly, she's attractive", Ms Brainard told the New York Times.
Last year's victor - Martha, a Neapolitan mastiff. It took her family three days to drive out to Petaluma for the contest.