From challenging beauty biases to celebrating individuality, Dove India empowers women to embrace their natural curls in its latest movement
Dove India is once again redefining beauty standards with its latest campaign, ‘Reclaim Your Curls’, starring actor Taapsee Pannu. Known for her fearless authenticity, Taapsee leads this movement celebrating the beauty, strength, and individuality of curly-haired women across India.
The campaign’s film sees Taapsee speak candidly about confidence, identity, and breaking free from outdated beauty norms. “This campaign is especially close to my heart because I was the one who reached out to Dove,” she shared. “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 once you learn to embrace them, they become your strength.”
‘Reclaim Your Curls’ encourages women to rethink the way they see their hair—not as something that needs straightening or controlling, but as something joyful, powerful, and uniquely theirs. Dove’s message is clear: beauty should empower, not limit.
Sairam Subramanian, Vice President – Hair Care, Unilever, added, “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 extends beyond a single voice. Through digital platforms and social media, Dove is inviting women across India to share their personal curl stories—whether it’s their morning hair routine or the moment they stopped straightening their hair. Every curl tells a story, and Dove aims to amplify these experiences.
From Stop The Beauty Test to Mothermonials, Dove has consistently challenged narrow definitions of beauty. With ‘Reclaim Your Curls’, the brand continues to empower women to embrace what makes them different, fostering confidence and self-acceptance along the way.
In a world that often promotes conformity, Dove is championing authenticity, encouraging every woman to wear her curls with pride.
