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Dove believes that beauty is not one dimensional; it is not defined by your age, the shape or size of your body, the colour of your skin or your hair – it’s feeling like the best version of yourself. Authentic. Unique. Real. We invite all women to realise their personal potential for beauty by engaging them with products that deliver superior care.
The Dove difference
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.
Dove’s heritage is based on moisturisation – proof not promises grew Dove from a Beauty Bar into one of the world’s most beloved beauty brands. Today Dove offers a range of products: body washes, hand and body lotions, facial cleansers, deodorants, shampoos, conditioners and hair styling products, all developed on the universal premise of real care.
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 are renewing 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 40 million young people build self-esteem and positive body confidence.
A compelling social mission
For over a decade, Dove has been working to make beauty a source of confidence, not anxiety. In a world in which girls are too often held back by low self-esteem and anxiety about their looks, Dove’s social mission is to ensure that the next generation grows up enjoying a positive relationship with the way they look, to help them raise their self-esteem and realise their full potential.
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.
Attitudes are slowly changing and debates about beauty, body confidence and women’s self-esteem have become more vocal and global. However, Dove’s recent global study - The Global Beauty Confidence Report, 2016 – found that, despite a jump in awareness and conversation around the issues, women and girls are more anxious about their bodies and image than ever before, highlighting the need to increase body-confidence education, drive important conversations around the pressures women and girls face, and advocate for change in how appearances are portrayed in the media.
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 20 million young people across 139 countries and we’re committed to reaching another 20 million by 2020.