Unilever’s Dove brand has launched a dedicated set of emojis with curly hair to promote its hair care range Dove Quench. The Dove Love Your Curls Emoji Keyboard was designed in order to provide curly-haired women with more representative characters, after research revealed that all existing emojis have straight hair. The new keyboard boasts 27 curly haired characters, with selectable skin tone and hair color.

“When 73 percent of people in [the US] claim to use emojis every day, they’re very quickly becoming the new currency of communications,” explained Rob Candelino, Unilever VP-Haircare Marketing.

At the launch of Dove’s Quench line last year, the brand revealed that just 10 percent of women and 40 percent of girls actually like their curly hair. For many, their curls are a source of anxiety.

The curly-haired emoji keyboard was developed with Snapps and is available for free downloads via the Apple App Store or Google Play. The brand has also partnered with Twitter to auto-generate a custom Dove Curly Emoji in every tweet that carries the #LoveYourCurls hashtag.