Dove launches “As Early As Five” to illuminate how race-based hair discrimination can begin as early as five years old

Dear CROWN Act Supporter,

Did you know that race-based hair discrimination can begin #AsEarlyAsFive years old?

From formal school policies that ban hairstyles inherent to Black culture (such as braids and locs), to microaggressions she experiences from her teachers and classmates, Black girls are being unfairly targeted, punished and made to feel inferior based on the hair that grows naturally from their head.

As a CROWN Coalition co-founder committed to ending race-based hair discrimination nationwide, Dove has released a new study unveiling the alarming rate in which Black girls experience hair discrimination.

The 2021 Dove CROWN Research Study for Girls reveals 53% of Black mothers, whose daughters have experienced hair discrimination, say their daughters have experienced race-based hair discrimination as early as 5 years old. Approximately 86% of Black teens who experience discrimination state they have experienced discrimination based on their hair by the age of 12.

Fueled by these findings, along with countless accounts of hair discrimination experienced by Black youth, Dove is also releasing a new short-film, As Early As Five. Inspired by real stories, the film depicts three scenarios of race-based hair discrimination experienced throughout the lifetime of a young Black girl through adulthood.

Dove believes that Black women and girls should have the freedom to wear their hair how they choose without fear of the result being the loss of a job or education.

Utilize the social assets linked HERE to share your story of a time when you were treated unfairly or endured a microaggression towards your natural hair using the hashtag #AsEarlyAsFive.

On behalf of Dove and the CROWN Coalition, thank you for your continued support of the CROWN Act. Together we can end hair discrimination once and for all!

All my best,

Esi Eggleston Bracey

EVP & COO, NA Beauty & Personal Care, Unilever