As part of its ongoing Campaign for Real Beauty, Unilever-owned Dove has launched a video encouraging women to embrace their hair style, not apologise for it, according to a report published by The Drum.

The video, named ‘Love Your Hair’ and created by Havas Helia, features real women telling viewers how they have been criticised for the chosen style – be it curly, grey, blue or blonde.

According to the brand, some 86 percent of US women believe that the media and society put pressure on women to look a certain way, with perceptions of what is considered beautiful hair limited to white women with flowing brunette locks.

Dove’s mission is to ‘broaden the definition of beautiful hair’ by celebrating all hair and inspiring real women to do the same.