The hashtag #BoycottDove lit up Twitter and Instagram over the last 24 hours, fueled by right-wing influencers and known TERF accounts who circulated a six-second clip from Dove’s latest short-form hair-care ad. The spot, which debuted on TikTok and Instagram earlier this month, includes a trans woman celebrating “hair that feels like me.” Critics declared the ad “another woke fail” and called for a boycott; supporters quickly countered with a flood of encouragement and #BuyDove posts.
What Sparked the Anger?
The immediate trigger was a short video released by Dove as part of its latest hair-care campaign, titled “The Dove You Love. Reimagined.” The video features a trans woman celebrating “Fixing broken strands to be…free of flyaways all day” while showcasing her flowing hairstyle. Anti-trans commentators quickly seized on the clip, accusing the brand of pushing a “woke agenda” and “targeting women” with “gender ideology.” While no organized group has taken responsibility for the boycott, the rhetoric mirrors previous right-wing campaigns targeting brands that feature transgender or LGBTQ+ representation.
This backlash comes on the heels of similar controversies, including the 2023 boycott of Bud Light for partnering with trans influencer Dylan Mulvaney and an earlier boycott targeting Dove’s partnership with racial-justice activist Zyahna Bryant. The latest uproar demonstrates a consistent pattern: brands taking steps toward inclusive representation are frequently met with swift and vocal opposition from right-wing social media users.
Dove’s Long-standing Inclusivity Pledge
Dove has spent two decades positioning itself as an advocate for broad definitions of beauty. In April 2024, the company refreshed its global Real Beauty Pledge, explicitly stating that its marketing must represent “women, female-identifying, and non-binary people” and that featured talent approve every image used.
During Pride Month last year, Dove also published a dedicated page reaffirming its commitment to “stand with courageous queer, trans, and GNC community figures” while announcing donations to grassroots LGBTQIA+ organizations.
A Pattern of Targeted Outrage
The latest dust-up underscores a pattern: brands that take even modest steps toward transgender inclusion often face intense, if short-lived, backlashes. Marketing analysts note that similar boycotts tend to spike for a few news cycles before sales stabilize, suggesting the outrage may be louder than it is deep. Still, the emotional toll on trans consumers is real.
“It’s demoralizing to wake up to yet another boycott campaign built on the idea that people like us shouldn’t even appear in a 6-second ad,” says Leigh Turner, a New York-based trans advocate who has organized mutual-aid drives for gender-affirming care. Turner welcomes Dove’s consistency: “They’re not perfect, but they keep coming back with genuine representation instead of retreating.”
Why it Matters to Our Community
For transgender people and for allies who shop with their values, the uproar is a reminder that even mundane toiletries have become a battleground for identity. Yet corporate resolve appears stronger than in previous years. Where some brands have quietly dropped inclusive ads after a few days of turbulence, Dove has kept its commercial online and has not issued an apology for featuring a trans model.
The Bottom Line
The renewed #BoycottDove push is part of a broader culture-war playbook. What’s different now is that companies like Dove appear to be more inclined to endure the challenges instead of eliminating trans visibility. For many transgender consumers who grew up never seeing themselves in mainstream beauty advertising, that resolve and the echo of solidarity it sparks matter far more than the noise.
