For years, the start of a new year has been synonymous with resolutions — new diets, gym memberships, and the promise to become a ‘better’ version of ourselves. But in 2025, women across South Africa are pushing back against the pressure to change. They’re embracing a movement that redefines beauty on their own terms
Dove’s #NewYearsUnResolution, a bold campaign challenging the notion that self-improvement must begin with self-criticism. Instead of resolutions rooted in unrealistic beauty standards, women are unlearning harmful narratives and focusing on self-compassion, self-expression, and body confidence.
And the message resonates. Since its launch, the #NewYearsUnResolution campaign has ignited conversations across social media, with South African influencers, wellness experts, and everyday women sharing their experiences of self-acceptance. TikTok and Instagram videos show are they are rejecting beauty pressures.
The body confidence paradox
Despite the rise of self-care culture, body confidence is at an all-time low. According to Dove’s 2024 Real State of Beauty Report — the largest study ever conducted by a beauty brand — millennial women experience the lowest levels of body confidence compared to previous generations. The report also found that one in three women globally would sacrifice a year of their lives for the 'perfect' body.
In South Africa, the pressure to conform to beauty standards is particularly complex, shaped by a history of colonial beauty ideals and Eurocentric media representation. As influencer Mpoomy Ledwaba, a Dove partner, shares:
“social media creates more pressure for people to look a certain way. I know this firsthand. At first, it was fun. But then I realised how uncomfortable I felt sharing an image without a filter. The real wake-up call was when I almost gave up my podcast because I couldn’t face another two hours of makeup and wardrobe prep. That’s when I knew something had to change.”
The numbers back up Mpoomy’s experience. 66% of women believe that only the most physically attractive women are portrayed in popular culture, up from 50% in 2004. And with social media algorithms prioritising highly edited, ‘idealised’ beauty content, it’s no surprise that many women feel they don’t measure up.
Rewriting the narrative
This is where Dove’s new body confidence programme comes in. Designed as a practical, supportive resource, the programme empowers women to unlearn damaging beauty myths and build a more positive relationship with their bodies.
“Wellness should never come at the cost of our self-worth,” says Zuraida Jardine, integrative wellbeing expert and Dove partner. “As a South African woman, I’ve come to see beauty differently. The #NewYearsUnResolution campaign reminded me that beauty isn’t a prize at the end of a long, exhausting race. It’s already within us — in our confidence, wisdom, and resilience.”
From Johannesburg to Cape Town, women are joining the conversation, flooding social media with their #NewYearsUnResolution pledges. TikTok videos featuring women tossing out old dieting books and embracing natural beauty have gone viral. Instagram reels discussing body neutrality and self-compassion are sparking much-needed conversations in beauty and wellness circles. The movement is proving that body confidence isn’t just a personal journey — it’s a cultural shift.
A future without beauty pressures
The campaign also signals a wider industry shift. Anele Nzimande-Maphanga, Head of PR for Beauty Wellbeing & Personal Care at Unilever, highlights the deeper need for this conversation:
“The #NewYearsUnResolution campaign was born out of a need to shift the way we approach New Year’s resolutions. Instead of creating oppressive checklists that make women feel ‘not enough,’ we want to encourage a mindset of joy and self-celebration. Our goal is to help women move away from unattainable ideals and embrace authenticity and self-worth.”
By amplifying diverse beauty narratives and working with influencers who champion self-acceptance, Dove is setting a new standard in the beauty industry — one that prioritises mental wellbeing over perfection.
This New Year, instead of striving for a smaller waist or clearer skin, South African women are committing to something different: letting go of self-criticism and embracing their beauty, as they are.
Join the movement by exploring how our inspiring influencers are redefining beauty in their own words:
Nompumelelo “Mpoomy” Ledwaba here
Zuraida Jardine - here
Hulisani Ravele - here
Rorisang Thandekiso - here
Want to take it a step further? Visit Dove.com to access the first-ever Dove Self-Esteem Project for Women.
#NewYearsUnResolution — because real beauty starts when we stop chasing perfection.
