Jen Taylor is the creative force behind JEN.UINE Decor in Astoria, Oregon; her sister Ali chucked in a secure corporate job to be her business manager. While the bricks-and-mortar store is doing well enough especially in this Christmas season, they must expand their online presence or risk going under, putting Jen out there online as the creative and thus the face of the brand which Ali is always encouraging her to do, but which Jen, in her lack of confidence, is generally unwilling to do. Ali believes that the Christmas campaign of husband and wife decor influencers Charlie and Zoe of @HyggeAtHome to feature one decorator/designer follower is that perfect opportunity. Jen only needs to submit a video of herself and a design philosophy for Christmas for the first of four elimination rounds; the ultimate winner will be co-branded and offered a job as a resident designer with Hygge for one year. All in an effort solely to gain greater exposure but not necessarily to win, Ali is able to convince Jen to submit that video using the persona of outgoing "Jen T" who still leads an imperfect life but who has a perfect back story, complete with loving husband and children, Jen's BFF, photographer Max Faison, as the husband, and Ali and her husband Brad's toddler Reed as that child, who they name Leo Ansel for this online purpose. The video does the trick as their online sales skyrocket overnight. However, the video also gets them further and further into the Hygge competition, as such there an increasing risk that Jen's online persona will be exposed as a fraud with their brand coming crashing down around them if so. What happens is affected by something behind the scenes in Charlie and Zoe's life, by Jen and Ali's outwardly narcissistic mother Liz, whom Jen avoids at all costs, coming back into her life as part of this online "family", and by Jen and Max needing to examine their friendship in light of their fake marriage.