Dove dares women to define beauty on their own terms.

Incessant commentary and judgment focused on how women look is deeply ingrained in our culture. And, irrespective of whether it is intentional or not, this pervasive phenomenon ends up belittling women. 

7 in 10 women agree that women and girls receive more compliments or comments on the way they look than their accomplishments. Beauty is holding them back. Limiting them. Dove believes beauty should be a source of confidence, not anxiety.

We set out to inspire and empower women with one positive thought: you can rise above beauty being used against you. 


Through the casting process, we found some amazing individuals and stories of women who had stood up for their own beauty. Nine of these women became the stars of our Hero film to kick the campaign off and start the conversation.