Dove is once again under scrutiny after social media users called out the personal care brand for featuring what appeared to be a male model in an advertisement for women’s hair products.
The ad in question—a six-second video posted to Dove’s official Facebook page in February—promotes its “Intensive Repair” hair care line.
While Dove didn’t explicitly comment on the model’s identity, viewers quickly speculated that the model was male-presenting, which sparked a wave of online criticism.
Reactions ranged from amusement to anger. On Facebook, Dove limited comment activity on the post, but emoji reactions tell the story: a mix of laughing and angry faces now dominate the interaction count.
Several social media users, including popular conservative-leaning accounts like Libs of TikTok, accused Dove of “trying to erase women” and called for a boycott of the brand’s products.
This isn’t the first time Dove has been at the center of this kind of controversy. In 2017, Dove aired its #RealMoms campaign featuring Shea, a transgender woman and parent, as part of its broader effort to showcase diverse representations of motherhood.
That campaign also faced pushback from audiences with differing views on gender identity.
Owned by Unilever, Dove has long positioned itself as a brand committed to inclusive advertising, often spotlighting body positivity and breaking traditional beauty standards.
However, the brand’s messaging has, over time, drawn sharp responses from some consumers who feel the company’s campaigns have crossed into politicized territory.
Dove has yet to issue a public response regarding the recent ad or the ongoing backlash. In the absence of a statement, some users have vowed to switch to alternative brands—highlighting competitors like Jeremy’s Razors, a company that markets itself as a response to what it calls “woke corporations.”
For now, the debate continues online, with some applauding Dove for promoting diversity and others accusing the brand of alienating their customer base. Whether this latest wave of backlash will impact Dove’s sales or influence future campaigns remains to be seen.
In a digital world where brand messaging is increasingly tied to cultural identity and values, Dove’s latest ad has once again reopened the discussion about where companies draw the line between representation and reception.
