The anti-LGBTQ group One Million Moms is once again up in arms—this time over a six-second Dove commercial featuring a trans woman flipping her long, healthy hair. The ad, part of Dove’s hair repair product campaign, sparked immediate outrage from right-wing circles and lit up social media with the hashtag #BoycottDove, led by accounts like Libs of TikTok.
One Million Moms, an offshoot of the American Family Association, accused Dove of pushing a sinful lifestyle and called the commercial “perverted” and “an abomination.” The group is urging its followers to sign a petition that reads,
“Dove is offending so many consumers to appease a small percentage of trans customers. To satisfy a few customers, Dove is pushing most of its conservative customers to shop with competitors. Therefore, I will not purchase any Dove products until your company chooses to remain neutral in the culture war.”
They’ve misgendered the model throughout their statement and are accusing Dove of promoting sexual confusion. Over 13,000 people have reportedly signed the petition so far.
Trans advocate Leigh Turner has called the campaign “demoralizing,” telling Trans Vitae that it’s heartbreaking to see yet another boycott built around the belief that trans people shouldn’t even appear in a six-second ad.
This isn’t new behavior from One Million Moms. Its long history of outrage includes attacking same-sex couples in ads, LGBTQ storylines in media, and even a children’s magazine for acknowledging gay families. For many in the LGBTQ+ community, Dove’s choice to include trans representation—however brief—isn’t just hair care. It’s visibility.
