Skip to content
Learn about Self-Esteem Project
Dove RE+AL Bio-Mimetic Care

The Dove Real Beauty Pledge

Dove is committed to making beauty a source of happiness for all women, not anxiety, today and for generations to come. We believe that every woman should be able to define beauty on her own terms: making it a source of joy and self-expression.

08 April '24

We do this by taking concrete actions towards beauty inclusiveness and self-esteem for all women and girls, as well as making products that deliver on their promises – caring for you, your skin and your hair with formulas that are a joy to use.

A lot has changed since Dove launched the Real Beauty Pledge in 2004. That’s why we want to show our commitment with updated vows:

  • 1
    Real

    We will always feature real women as they truly are

    We value the real beauty of all women. Our content will keep beauty real: free of digital and AI distortion and unrealistic beauty standards of any kind.

    We promise to:

    • never use AI imagery in place of real women
    • never digitally distort images and present the unachievable, manipulated, flawless images of “perfect” beauty often promoted by using retouching tools
    • never use professional models or celebrities to portray real women
  • 2
    Diversity

    We strive to represent the diversity of all women

    We believe in authentically representing our diverse community, including those who are often unseen and unheard. That's why we feature women of different ages, sizes, ethnicities, abilities, genders , hair colour, hair type and style.

    We promise to:

    • continue championing diversity
    • keep reflecting the evolution of our diverse global and local communities, including their intersections, in all our campaigns
    • stay vigilant on inclusivity of the under-represented
  • 3
    Autonomy

    We uphold a woman’s vision of her own beauty

    We believe that every woman gets to ​define what Real Beauty means to her, which is why we always share women’s authentic stories and voices.

    We promise to: 

    • introduce women by their real names
    • ensure women have control over how they dress, how they portray their beauty and how they tell their own story
    • make sure all images and stories are approved by the women featured
  • 4
    Body confidence

    We build body confidence and self-esteem

    We believe that a positive relationship with the way you look starts early, lasts
    a lifetime, and is something you can learn at any age. Our actions are helping generations of girls and women grow their body confidence and self-esteem.

    The Dove Self-Esteem Project has

    • made Dove the leading provider of self-esteem education
    • has reached over 100 million young people, helping improve their self-esteem so they can realise their full potential
    • an ambition to educate ¼ billion young people around the world on body confidence and self-esteem by 2030
Real beauty pledge