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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 their own terms: making it a source of joy and self-expression.

15 April '25

  • 1

    Real

    We always feature real women as they truly are
    We value the real beauty of all women and 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 use digital distortion and present the unachievable, manipulated, flawless images of “perfect” beauty which the use of retouching tools can promote
    • 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. We feature women of different ages, sizes, ethnicities, abilities, genders , hair colour, hair type and style.

    We promise that:

    • our diversity work is never done
    • our campaigns will continue to reflect [the evolution of] our diverse community globally and in each country, including its intersections
    • we will remain vigilant on inclusivity of the underrepresented

  • 3

    Autonomy

    We uphold a woman’s vision of her own beauty
    We believe that each woman gets to ​define what Real Beauty means to them, so 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
    • ensure 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. We take action to help 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
    • reached over 100 million young people, raising their self-esteem to 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

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YOUR DAILY DOSE OF DOVE LOVE

I have accomplished things that I am proud of and that is what gives me my confidence and my beauty."

Barbara

YOUR DAILY DOSE OF DOVE LOVE

You aren’t meant to fade into the background."

Jay Miranda

YOUR DAILY DOSE OF DOVE LOVE

Your worth has nothing to do with your weight."

Kelly Uchida

YOUR DAILY DOSE OF DOVE LOVE

It was only when I realized that what makes you different and unique also makes you beautiful, that’s when my confidence grew."

Rosie

YOUR DAILY DOSE OF DOVE LOVE

My beauty routine starts with embracing my own natural beauty and its uniqueness."

Anna Deliza (She/Her)

YOUR DAILY DOSE OF DOVE LOVE

Real beauty to me means challenging yourself to do the things you can’t and showing yourself kindness along the way."

Cammy

YOUR DAILY DOSE OF DOVE LOVE

I have stopped trying so hard to fit in - my beautiful personality is written all over my face and that’s the only beauty I need."

Luyanda

YOUR DAILY DOSE OF DOVE LOVE

I learned that beauty is from the heart, it’s all about kindness."

Anissa

YOUR DAILY DOSE OF DOVE LOVE

I don't often see dark skin in the media, and skin conditions even less so. I want everyone to see that being a Black woman with vitiligo is a source of resilience and pride."

Beatriz

YOUR DAILY DOSE OF DOVE LOVE

Growing up as a transgender woman, I was pressured to change who I was to fit others' ideas about who a woman should be. Now I'm representing myself and my beauty on my own terms."

Elle Rose

YOUR DAILY DOSE OF DOVE LOVE

I want to shatter the stereotype that I need breasts to look like a woman. Choosing to live flat after my mastectomy has made be stronger and more confidenand that's truly beautiful."

Juliet

YOUR DAILY DOSE OF DOVE LOVE

I've carried three babies in this belly, and earned every grey hair. I want all mothers to see that their bodies are perfect just the way they are."

Kimi

YOUR DAILY DOSE OF DOVE LOVE

There's a lot of pressure for women to 'act their age'. I want to show that aging means continually growing and experiencing life beautifully."

Leticia

YOUR DAILY DOSE OF DOVE LOVE

Femininity is often depicted as a formula - cut your hair like this, wear that. To me, it's about loving yourself fearlessly for who you are."

Marina

YOUR DAILY DOSE OF DOVE LOVE

Growing up, I never saw women wearing hijabs in media & advertising. Now girls can see me, achieving my career goals and defining beauty on my own terms."

Mehnaz

YOUR DAILY DOSE OF DOVE LOVE

I grew up surrounded by narrow ideas about how a woman should look and what she could be. I’ve overcome those limits and make no apologies for embracing my ambition and my natural beauty."

Cora

YOUR DAILY DOSE OF DOVE LOVE

I'm not worried about fitting into anyone else's ideas of beauty. As a brown-skinned multi-media creator, I want to redefine beauty to include all of us in the melanin pride community."

Lleta

YOUR DAILY DOSE OF DOVE LOVE

Women with Alopecia often feel that baldness will hold them back from realizing their full personal and professional potential. Showing the beauty of bald women helps open doors for us to opportunities that others take for granted."

Liilya