Matthildur Helgadóttir, age 42, general manager of a computer company “ The idea came to me when I read in the local newspaper that a beauty pageant was on the schedule in my town. It made me sad and I thought I should somehow try to get people to understand how ridiculous it is, that beauty is something that can be competed in.”

Íris Jónsdóttir, age 33, office manager for a bus company . “There is only a very small percentage of the human race that meets the standards that the beauty-industry has created. People are actually dying because of this, from diseases like anorexia.”

Guðmundur Hjaltason, age 43, trubador and a pub owner. “We really want to raise the awareness with people of how this works. All these retouched pictures in magazines and newspapers that do not show how people look in reality – even though they generally look good to most of us.”

Margrét Skúladóttir, age 40, hair and makeupartist. "We are creating our own standards, which are based on natural charm for an example wrinkles and birthmarks. We call this untamed beauty and think all people should be proud of the years that are shown in their faces. It really works in contestants favour if you can read from their appearance that they have lived life."

Eygló Jónsdóttir, age 46, Union worker. “This is also something we want to have fun with and to enjoy and we believe many people agree with us and are ready to enjoy them selves with us.”