Tenille Banks, a college senior at Nero County University, is consumed by a desperate need to win the Miss Nero County Beauty Pageant, believing it will validate her low self-esteem and perceived lack of beauty. Her obsession leads her to plot with her former cellmate and pageant coach, Marissa Jenkins, a tough ex-convict. Their initial attempts to sabotage competitors with rumors escalate to murder, with Tenille and Marissa eliminating contestants in a 'Scream'-style fashion. However, Marissa's fear of imprisonment causes a rift, leading Tenille to brutally murder her for knowing too much. Tenille's violent spree continues, targeting her romantic interest, Jake Rutger, after he assaults her and spreads a humiliating rumor about her. Her ultimate goal of winning the pageant is shattered when it is canceled due to the escalating murders, leaving her with no fulfillment and the looming certainty of capture.