Can somebody give me a QUOTE where it says that Volkihar are meant to be ugly? According to lore they are paranoid and cruel yes, and they don't live in populated areas, but nowhere does it say they are supposed to be ugly. For all we know they could be the most gorgeous creatures on Nirn. Neither Serana nor her father look ugly, nor does the player character when he turns into one.
That said, I do think that the new deformed bat faces most vampires in dawnguard have look very awesome.
Well they never actually say the Volkihar, they merely said from the quotes people have given on other threads are that besides The Order who made a deal with Clavicus Vile to look normal if they feed, all other vampires are grotesque monsters who have to use illusion magic or helmets/hoods to hide their identities if they wish to operate in the world as a "normal" person.
As you can imagine they couldn't make that happen since people whined and complained about it in Morrowind so they for gameplay enjoyment reasons gave the Volkihar the same treatment as The Order even though the Volkihar are meant to be grotesque..just as the Morrowind vampires were and the Daggerfall Vampires...etc.
They did though if you wanna be technical went by the Lore by making the Volkihar more monsterous looking than The Order since ONLY The Order can look normal by feeding.
The fact only The order can look normal by feeding should be enough to let you know the other Vampires aren't that...easy to miss.
It'd be cool if theres a mod that makes it so everyone attacks you if you don't wear a hood/helmet if you're a Volkihar vampire.
Same with your companions if they are a Volkihar vampire.