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Modern Beauty: Celebrating Women, Exactly As They Are

In Project #ShowUs, Dove teamed up with the creative collective Girlgaze and Getty Images to widen the media’s lens.

Woman putting on lipstick
Photo by Girlgaze for Getty Images

To represent—and celebrate—women, exactly as they are. It shouldn’t sound revolutionary, but unfortunately it often still is: Research from Dove indicates that 70 percent of U.S. women don’t feel represented by everyday media images. The project resulted in a collection of more than 5,000 images shot by female identifying creatives from all around the world—all photos are authentic, unretouched, and taken on the subject’s own terms. The bank is available through Getty Images for licensing to media and advertisers in an effort to break down stereotypes and redefine what it means to look and feel beautiful. Here, women involved with the project spotlight some of their favorites from the portfolio. Plus, see Part 2 of Project #ShowUs.

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Happy and laughing woman
Photo by Girlgaze for Getty Images

“The photographer obviously got her subject to relax and feel comfortable in front of the camera. It looks like they’re in the middle of a spontaneous conversation, and yet the shot is so brilliantly composed.”

—Dr. Rebecca Swift, Senior director of creative insights at Getty Images

Photographer: Esther Sweeney

Subject: Ngina

Location: Kenya

image
Photo by Girlgaze for Getty Images

“Xemiyulu is trans and Native American—important voices that are often silent when we talk about women and beauty. I took this photo of her lying on her bed, very natural, with a transgender pride flag behind her.”

—Nolwen Cifuentes, Photographer

Photographer: Nolwen Cifuentes

Subject: Xemiyulu

Location: Washington, D.C., area, USA

Black woman in fitness
Photo by Girlgaze for Getty Images

“I love the energy and happiness in this photo. Her smile, her confidence, and her closely shaved head. It’s so cool to see and celebrate different beauty norms from around the world.”

—Nolwen Cifuentes, Photographer

Photographer: Masego Morulane

Subject: Boitumelo

Location: South Africa

image
Photo by Girlgaze for Getty Images

“I really connect with women who don’t care about looking stereotypically feminine but who emanate self-love and pride. Like many of the images I’ve chosen, this subject is front and center, and we’re completely drawn to her.”

—Nolwen Cifuentes, Photographer

Photographer: Peyton Fulford

Subject: Anna Sophia

Location: Georgia, USA

Breakdancer
Photo by Girlgaze for Getty Images

“I’ve looked through thousands of photographs, and this joyous image really sticks out for me. The key is that I’ve never seen a woman of her age street dancing. We’ve seen this body language in ads with young, cool men, so this is the exact opposite of what you expect.”

—Dr. Rebecca Swift, Senior director of creative insights at Getty Images

Photographer: Shiho Fukada

Subject: Tori

Location: Japan

Woman getting a haircut
Photo by Girlgaze for Getty Images

“This photo depicts the very male activity of having your head shaved, but the way she’s leaning into the razor with her eyes closed—she looks fantastic. It’s not a glamorous location, but you don’t even notice that because you’re so focused on her.”

—Dr. Rebecca Swift, Senior director of creative insights at Getty Images

Photographer: Masego Morulane

Subject: Boitumelo

Location: South Africa

image
Photo by Girlgaze for Getty Images

“I mean, how often do you see a young Indian female rugby player?”

—Dr. Rebecca Swift, Senior director of creative insights at Getty Images

Photographer: Ashima Narain

Subject: Payal

Location: India

image
Photo by Girlgaze for Getty Images

“I love the subject’s tough, butch essence. She’s not some idealized, fantasy idea of a woman. Womanhood can break these cultural norms. What does ‘feminine’ even mean?”

—Nolwen Cifuentes, Photographer

Photographer: Jasmine Lin

Subject: Rainy

Location: Taiwan

image
Photo by Girlgaze for Getty Images

“This is a person and a body that we don’t see in advertising at all. In this pose, she looks empowered and gorgeous—wearing a bathing suit on the beach, looking happy in her own skin.”

—Nolwen Cifuentes, Photographer

Photographer: Angela Ponce

Subject: Karol

Location: Peru

bald mother basketball coach
Photo by Girlgaze for Getty Images

“In all my years in this business, I’ve never seen this image before: a mother teaching her daughters how to play basketball. I love that she’s so focused on helping them get better at playing a sport—and the fact that she’s bald doesn’t really matter.”

—Dr. Rebecca Swift, Senior director of creative insights at Getty Images

Photographer: Talia Herman

Subject: Luciana, with daughters Ella and Milana

Location: California, USA

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