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New month, new chapter for our community. Show Off Your Fluff has returned, reimagined, and open for submissions starting August 1st.

A Quick Look Back

If you've been part of our community for a while, you already know Show Off Your Fluff. Seven years ago, we launched it as a way to celebrate the women who make My Beautiful Fluff what it is. Women submitted photos of themselves in the moments they felt most beautiful. Our community voted. And the winners were transformed into illustrated characters, featured across our artwork, our product line, and our marketing — a permanent celebration of real beauty in every shape and size.

For seven years, that contest brought our community together. So when it came to an end last year, it was a bittersweet goodbye. Bittersweet, because we knew something like Show Off Your Fluff couldn't stay gone for long.

The Spark That Brought It Back

While creating our My Beautiful Canvas coloring book, we wanted something different: real images of real women, not just illustrations. So we asked our community to send in photos.

You showed up. Hundreds of submissions poured in, each one a reminder of why we do this work in the first place.

That response sparked an idea: what if Show Off Your Fluff came back, but built around exactly that? Real bodies. Real hair. Real women. No voting, no waiting to see who wins — just a genuine celebration of our community, together.

How the New Show Off Your Fluff Works

This year, Show Off Your Fluff is back with a fresh format, launching August 1st:

• Submit directly on our website. No contest rules, no photo requirements — just you, showing up as you are.
• The first 20 images submitted will be featured in our next coloring book, the first Show Off Your Fluff coloring book.
• The first 5 images featuring women wearing My Beautiful Fluff apparel will also be featured, giving 25 total images in the first coloring book.

That's it. No voting, no judging — just real women, celebrated exactly as they submit themselves.

Why We're Doing It This Way

Show Off Your Fluff has always been about one thing: seeing yourself reflected and celebrated in the brand you love. Turning our community's real images into a coloring book means every woman who submits becomes part of something lasting — art that celebrates fluff in its most authentic form, on the page, in your hands, part of our story.

Ready to Show Off Your Fluff?

Head to our website starting August 1st and submit your photo. Be one of the first 20 submissions, or one of the first 5 wearing My Beautiful Fluff apparel, and you'll be featured in the first Show Off Your Fluff coloring book — 25 spots total.

This is your invitation to show up as you are — because that's exactly who we're celebrating.

Frequently Asked Questions

What is Show Off Your Fluff?
Show Off Your Fluff is My Beautiful Fluff's signature community campaign celebrating real women of every size. Originally a seven-year photo contest with community voting, it has relaunched in a new format centered on a coloring book featuring real community photos.

When does the new Show Off Your Fluff launch?
The relaunched campaign opens for submissions on August 1st.

How do I participate?
Submit your photo directly on the My Beautiful Fluff website. There's no voting and no specific photo requirements — every submission is welcome.

How are winners chosen?
There are no winners in the traditional sense. The first 20 women to submit a photo will be featured in the first Show Off Your Fluff coloring book, along with the first 5 women who submit photos wearing My Beautiful Fluff apparel — 25 images total.

Is there a bonus for wearing My Beautiful Fluff apparel?
Yes. The first 5 submissions featuring women in My Beautiful Fluff apparel earn a guaranteed spot in the coloring book, in addition to the first 20 overall submissions.

Why did the campaign change from a contest to a coloring book?
The idea came from My Beautiful Canvas, where hundreds of community members submitted real photos for a coloring book. That overwhelming response inspired us to bring Show Off Your Fluff back in a format built entirely around real, unfiltered community images.