60 years of #RealBeauty

60 years of #RealBeauty

Since 1957, Dove has always cared for women with its products and celebrated their beauty. Now, 60 years later, we are taking another step forward in our mission to help women discover the power of their real beauty and to create a world where beauty is a source of confidence, not anxiety. 

A lot may have changed since we first launched our iconic beauty bar, but our commitment to redefining beauty remains the same. And now, in 2017, we would like to reaffirm this commitment to real beauty with The Dove Real Beauty Pledge – three ‘unbreakable vows’ we promise to continue to uphold for women everywhere:

1) We always feature real women, never models.

Models reflect a narrow view of beauty. Dove believes that beauty is for everyone and therefore features real women of different ages, sizes, ethnicities, hair colour, type or style.

   • Zero models in our campaigns

   • Real women introduced by their names

   • Our campaigns reflect the population’s diversity


2) We portray women as they are in real life.

We never present the unachievable, manipulated, flawless images of “perfect” beauty which the use of retouching tools can promote.

   • Zero digital distortion of women

   • Image approved by the women we feature


3) We help girls build body confidence and self-esteem.

Dove has a mission to ensure the next generation grows up enjoying a positive relationship with the way they look – helping young people raise their self-esteem and realise their full potential. 

   • Educate 20 million more young people around the world on body confidence and self-esteem by 2020.


To mark the launch of the Dove Real Beauty Pledge, we are looking at real beauty through a new lens; that of renowned photographer and creative director Mario Testino. Famous for taking beautiful and candid shots of women and bringing out the humanity in his subjects, Mr. Testino and his London based creative agency, MARIOTESTINO+, have photographed 30 portraits showcasing the beauty of women from around the world. All the images have been inspired by, and shot, according to the Dove Real Beauty Pledge, and feature 32 real women and girls, aged 11 – 71, from over 15 countries.  The portraits make up part of the Dove Real Beauty Showcase, celebrating 60 years of Dove, which will be on display in New York City and online for all to see.

This is just the beginning. As we head into the next 60 years, we promise to keep challenging the definition of beauty – celebrating real women and holding ourselves up to the highest ethical beauty standards in the industry. 

Real beauty behind the scenes with Mario Testino

Real beauty behind the scenes with Mario Testino