The vehemently transphobic conservative group One Million Moms (OMM)—an arm of the Christian fundamentalist nonprofit American Family Association (AFA)—called for a boycott of Dove products after the company featured a transgender woman in an advertisement for their Damage Therapy Intensive Repair Conditioner.
The ad garnered attention after it was shared by the social media account Libs of TikTok—run by the anti-LGBTQ+ conservative Chaya Raichik—which described the ad as an example of "another woke company trying to erase women."
OMM said "Dove is pushing a sinful lifestyle onto viewers while glamorizing the transgender lifestyle choice," adding:
"The male wearing makeup and flipping his long hair has sparked outrage among conservative consumers. Dove is also taking heat because the ad is extremely offensive to women as they view a biological male (portrayed as a woman) modeling the company’s product."
"In truth, Dove is pushing an agenda of sexual confusion instead of just selling hair care products. This perverted behavior is portrayed as a normal occurrence as Dove embraces the LGBTQ community by glorifying the transgender lifestyle in its most recent commercial."
OMM said it "finds it extremely dangerous to share lies and deceit (camouflaged as kindness, love, and inclusivity) while propagating what God calls an abomination" and called on supporters to "sign our petition stating you will not support Dove (owned by Unilever) as long as they honor and glamorize the trans lifestyle and gender dysphoria."
Many defended Dove in response and criticized the conservative backlash.
If the bigots from One Million Moms don’t like it, I definitely need to get some!#Momsky
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— Morgan Meneses-Sheets (@morgmeneshets.bsky.social) July 1, 2025 at 2:49 PM
They don't see beauty in the same way we understand it. Where we see someone brave and proud of themselves and shining brightly, their own hate filters the same image differently.
— skippittidoodah.bsky.social (@skippittidoodah.bsky.social) June 30, 2025 at 3:23 PM
Trans people live rent-free in the heads of half of the population.
— Mr. DNA [He/Him]🌹 (@milesbenjamin.bsky.social) June 30, 2025 at 1:23 PM
Dinosaurs can’t make themselves extinct fast enough
— Sven Johanson 🇺🇸🏳️🌈🇺🇦 (@svenjohanson.bsky.social) June 30, 2025 at 1:20 PM
One Million Moms is well known for throwing fits over companies that have promoted inclusivity in their advertising.
Last year, the organization was criticized after losing it over a Hill's Pet Nutrition ad from July 2022 that featured a gay couple adopting a dog from a shelter. In the 15-second ad, a gay couple is shown holding hands for about one second. The ad also features the couple happily taking a selfie with their new dog.
In a statement published on its website, the organization said that Hill’s Pet Nutrition “should be ashamed of attempting to normalize sin” in an ad that was published to YouTube on July 19th, 2022.
OMM previously also lashed out at Men's Wearhouse for featuring a same-sex couple in one of their wedding attire advertisements. It urged supporters to sign a petition against the company, accusing it of “attempting to normalize sin by featuring two gay men getting married” and promoting the LGBTQ+ agenda.
