82% of Latina and Afro-Latina women have curly, wavy, or textured hair. Yet almost all Latina women feel pressure to have silky, straight hair due to cultural expectations and media standards. Dove partnered with popular Columbian band Bomba Estéreo to recreate their top-charting song and music video, "Soy Yo," ("It's Me") with a message to Latinas to embrace their hair, no matter how they choose to wear it. We brought back Sarai Gonzalez, the young quirky-haired girl from the original music video, to strut her unconventional hair down the street alongside the lead singer of the band.

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On TikTok, we partnered with Latina influencers to start a trend set to the new track where they showed off their unconventional hairstyles.  

Dove also hosted a master class that taught hair stylists how to address hair stereotypes and style for minority hair types.