3rd October, Mumbai, India: When it comes to real beauty & redefining beauty standards, no one does it better than Dove in India. From “Stop The Beauty Test”, a campaign that highlighted how narrow definitions of beauty in young women hurt their self-esteem to “Mothermonials” that tackled beauty biases in biodatas, Dove has time and again challenged the status quo and questioned established norms. In its latest campaign, ‘Reclaim Your Curls’, Dove teams up with actor Taapsee Pannu to celebrate the beauty, strength, and authenticity of curly-haired women across India. This isn’t just another campaign- it’s a movement. A call to every woman who’s ever felt the pressure to “tame” her hair, to instead wear her curls with pride.
At the heart of the campaign is a stirring film featuring Taapsee herself- an icon known for both her talent and her fearless authenticity. In it she talks about individuality, confidence, and breaking free from outdated beauty norms at a time when women are reclaiming their identity in every way.
Speaking about the campaign, Taapsee Pannu said, “This campaign is especially close to my heart because I was the one who reached out to Dove. I wanted to start a conversation not just about hair, but about confidence, identity, and self-acceptance. I wanted younger girls to see that I stand tall and proud with my curls, just as they are. Curls have a personality of their own, and yes, they can be unpredictable but once you learn to embrace them, they become your strength. To every young girl out there: be patient with your curls. Get to know them. One day, you’ll look back and wonder why you ever wanted to change them.”
‘Reclaim Your Curls’ invites women to rethink the way they see their hair. Not as something that needs changing, straightening, or controlling but as something powerful. Something joyful. Something uniquely yours.
In a world that often pushes sameness, Dove is choosing to celebrate what makes us different.
“We believe beauty should empower, not limit,” says Sairam Subramanian, Vice President – Hair Care, Unilever. “With this campaign, we want to give curls the love they’ve long deserved. Taapsee is the perfect voice for this- honest, bold, and real.”
The campaign isn’t just about one voice, it’s about many. Through digital platforms and social media, Dove is inviting real women across the country to share their curl stories- the good, the frustrating, the empowering.
Whether it’s your morning curl routine or the moment you stopped using a straightener, Dove wants to hear it. Because every curl has a language and it’s time we all started speaking it.