Since 2004, Dove has been fighting unrealistic beauty standards. Sadly, those same unrealistic beauty standards still exist today and it’s far worse: instead of media distorting their images, the young girls are distorting their own selfies using retouching apps. A disturbing trend that has been exacerbated by social media pressures and phone time during the pandemic. In fact, 80% of girls are now using retouching apps by the age of 13. This level of distortion is causing selfie dysmorphia, a rise in cosmetic surgery and has even been cited as the lead cause for an increase in teen suicides.

With a self-esteem crisis at boiling point, Dove had a responsibility to act.

As the leading provider of self-esteem worldwide, the Dove Self-Esteem Project is aiming to build self-esteem and positive body image in young people with the ambition of reaching 250 million young people globally by 2030.