If you’ve watched Smile Precure, you’ve probably noticed that while the villains have an overall dastardly goal (revive their evil leader), most of the time their motivations are incredibly shallow and petty, something along the lines of “Eh I’m bored, what evil can I do?” Contrary to it detracting from their characters, however, I feel like it actually makes them more enjoyable to watch, humanizing them beyond simply the idea that they’re “bad,” while also still keeping them cartoonishly villainous. It also adds to the overall feel of the show as fun and enjoyable with a lot of big, vibrant personalities. In this sense, the villains are kind of like K-On!
Another thing I enjoy about the villains, Wolfrun, Aka Oni, and Majorina, is that they have a consistent theme as fairy tale villains which makes them a bit more memorable. That might not seem like much, but at least in terms of the Precure franchise it’s a significant step up. Previous series would utilize such memorable combinations as “a bunch of evil muscley dudes,” or “a plant guy and a gold guy,” and even probably the show with the best villain concept in the series, Yes! Pretty Cure 5 (whose staff I believe is also responsible for Smile) with its evil corporation (complete with evil salaries, evil promotions, and evil quarterly evaluations) basically turned into a mishmash of designs once they transformed out of their (evil) business suits.
Wolf, Ogre, Witch. It works, and the fact that they’re so dumb makes it even better.