Authenticity seems ever-present in today’s society, and it has become an important research topic among organizational scholars. Much of the time, both scholars and practitioners see authenticity as unambiguously good. But we need to acknowledge the darker side of authenticity and explore its implications. The purpose of this talk is to explore “the good the bad and the ugly” of authenticity, shifting the focus away from authenticity as an attribute of people and things and toward unpacking the process by which people and things are cast as authentic. A particular focus will be on unpacking the contribution of authenticity to both social good and social harm.