Dove has done it again with their latest viral video aimed at encouraging young girls to embrace their curly hair. Cue the waterworks.

According to a Dove research survey, only four out of 10 curly girls think they are beautiful. As someone who has personally struggled with their curly strands— from straightening and coloring to eventually cutting my hair off entirely and starting over, I can relate to the lack of acceptance these young girls sense because of something that makes them look different. At this foundational time in their development they are only just beginning to be self-aware and self-loving. And those insecurities, if not resolved, can and do echo into adult lives, behavior and sense of worth.

We need more product messaging that reflects people loving, accepting and embracing their natural hair, every day. What Dove did was elevate this conversation of curl confidence on a national level. Although this video was created by a consumer brand, I applaud the company and hope that as more professional-only hair companies enter the texture category that they too will address these issues in their marketing. #TeamNaturalHair