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 intergenerational 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. In a nod to the original music video, where a young quirky-haired Sarai Gonzalez struts down the street, we brought back Sarai (now a young adult) and the lead singer of the band Li Saumet to rock their unconventional hairstyles.

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We engaged Latina influencers to spark a TikTok movement set to the new track where they show off their unconventional hairstyles.  

A master class taught hair stylists how to address hair stereotypes and style for minority hair types.