Born Ruffians' ninth album, Beauty's Pride, is a creative rebirth, hailed by singer Luke Lalonde as a record he's genuinely a "fan of." After 20 years, the band executes a deliberate sonic shift toward vibrant, dance-infused electronic sounds, epitomized by the lead track "Mean Time." Influenced by Lalonde becoming a father and philosophical reflections on life's brevity, the album, featuring new member Maddy Wilde's first contribution, blends electronic textures with alt-rock styles. Beauty's Pride establishes the band as a rare veteran act successfully pushing their boundaries, signaling a renewed creative future rather than embracing nostalgia.