Dove says ‘reclaim your curls’ with Taapsee Pannu

Dove has invited women to share their curl stories on digital and social media platforms

by e4m Staff
Published: Oct 3, 2025 12:55 PM | 2 min read

Dove, Taapsee Pannu

Dove has teamed up with actor Taapsee Pannu in its latest campaign ‘Reclaim Your Curls’ to celebrate the beauty, strength, and authenticity of curly-haired women across India.

At the heart of the campaign is a 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 In it she talks about individuality, confidence, and breaking free from outdated beauty norms at a time when women are reclaiming their identity in every way.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.”

“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.”

Through digital platforms and social media, Dove is inviting real women across the country to share their curl stories.