Penelope Wilhern, born into a wealthy and aristocratic family, is cursed by a witch soon after her birth. The curse transforms her into a pig-faced girl and the only way to break the curse is for her to be loved by someone of "his own kind". This compels Penelope's parents to lock her up inside their mansion, away from the prying public eye.
As Penelope comes of age, her mother Jessica, decides to advertise for a young man from noble stock who would be paid to fall in love with Penelope, thereby breaking the curse. Many young men try to court Penelope, but each one soon discovers her pig-face and runs away.
One day, Penelope meets a down-on-his-luck gambler named Max, who initially agrees to allow her to take his photograph for the newspaper in exchange for money. However, Max soon discovers that he is developing feelings for Penelope and starts to see beyond her physical appearance.
Meanwhile, Edward Vanderman Jr, a reporter desperate to save his career, attempts to infiltrate the Wilhern mansion and take a photo of Penelope. In the process, he gets to know Penelope and also realizes that she is more than just her cursed appearance.
The story heats up when Max and Penelope's courtship is made public, and their relationship puts an end to Penelope's years-long confinement. However, not everyone is happy about it, and complications arise when the curse seemingly continues to plague Penelope.
Penelope's happy ending comes when she finally breaks the curse, thanks to the power of love, self-acceptance, and the bravery to stand up against societal conventions.