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Dove

Our mission is to make a positive experience of beauty accessible to all women

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Six women and one girl stand straight on and look towards you

For over 17 years, we've been working to make beauty a source of confidence, not anxiety. Beauty is not defined by shape, size or colour – it’s authentic. Unique. Real. We invite all women to experience beauty on their own terms by engaging them with products that deliver superior care.

The Dove difference, Real Beauty, a compelling social mission

Dove started its life in 1957 in the US, with the revolutionary new beauty cleansing Bar. With its patented blend of mild cleansers and ¼ moisturising cream, Dove’s iconic Beauty Bar rinses cleaner than soap, leaving skin clean, soft and smooth. It is the #1 Dermatologist Recommended brand in the US, Canada and France and strongly endorsed by Dermatologists across the world.  

For over 17 years, Dove has been working to make beauty a source of confidence, not anxiety. Beauty is not defined by shape, size or colour – it’s authentic. Unique. Real. We invite all women to experience beauty on their own terms by engaging them with products that deliver superior care.

But Dove care goes beyond our products.

We care about all women, female-identifying and non-binary people. We want to redefine beauty standards and help everyone experience beauty and body image positively. We care about the future generation: helping girls build positive self-esteem through the Dove Self-Esteem Project, ensuring the world they enter is removed of toxic beauty standards. We care about how we make our products and what goes into them, about the impact we have on our planet and how we can strive for a better, more sustainable way of being.

Women have always been our inspiration. Since the beginning, we have been wholly committed to providing superior care to all women and to championing real women and real beauty in our advertising.
As part of the 2004 Dove Campaign for Real Beauty, we featured images of real women in our advertising that represented a broader image of beauty. Together with generations of women, Dove has helped widen the definition of beauty.

Our commitment to redefining beauty remains the same and we will continue to use ad campaigns as an opportunity to redefine beauty, challenge stereotypes and celebrate what makes women unique. In 2017, in celebration of Dove’s 60-year anniversary, we renewed our commitment to women globally by launching the Dove Real Beauty Pledge, consisting of 3 vows:

We always feature women, never models.

We portray women as they are in real life. We do not digitally distort our images.

We are helping young people build-self-esteem and positive body confidence.

In a world in which girls are too often held back by low self-esteem and anxiety about their looks, Dove is on a mission to ensure that the next generation grows up enjoying a positive relationship with the way they look and to help them raise their self-esteem.

The Dove Self-Esteem Project (DSEP) was launched in 2004 when our Campaign for Real Beauty was in its infancy. The project delivers self-esteem education to young people through lessons in schools, workshops for youth groups, and online resources for parents, such as The Confidence Kits. We work with leading global experts in the area of body image to develop evidence-based tools. Attitudes are slowly changing and debates about beauty, body confidence and women’s self-esteem have become more vocal and global. However, on average, 54% of girls globally do not have high body esteem and dissatisfaction has increased overtime.* 

Since the DSEP launch, hundreds of thousands of teachers, parents and youth leaders have engaged and delivered our Dove self-esteem and body confidence education. We’ve already reached over 60 million young people across 139 countries and we’re committed to reaching 250 million by 2030. 

Dove is committed to taking tangible action to change beauty and we invite all women to join us. Let’s Change Beauty.

* Source from Dove’s Global Girls Body and Confidence Report, 2017.

Peta Approved Animal Test Policy

Our commitment to no animal testing

Globally, Dove does not test on animals and is approved by the biggest animal rights organisation in the world, PETA (People for the Ethical Treatment of Animals). Find out more here.