The perpetually outraged One Million Moms (OMM) claims that personal care brand Dove is pushing a sinful lifestyle by featuring a trans woman in a six-second ad for its hair repair products.The ad sparked conservative backlash on social media under the hashtag #boycottdove, including a hate post from anti-LGBTQ+ troll Libs of TikTok.This is a real commercial by @DoveAnother woke company trying toerasewomen.pic.twitter.com/I0Dc21sTzO Libs of TikTok (@libsoftiktok) May 12, 2025In its post, OMM encouraged people to sign a petition declaring they will not support Dove as long as they honor and glamorize the trans lifestyle and gender dysphoria. Never Miss a Beat Subscribe to our newsletter to stay ahead of the latest LGBTQ+ political news and insights. Subscribe to our Newsletter today The group claimed the hair care brand has not learned their lesson since it also included a trans mom in a 2017 commercial. Related Conservative Christians freak out over Kroger being a good place for LGBTQ+ people to work They claim people are bombarded with Pride messages at Kroger. Repeatedly misgendering the model, OMM wrote that the new ad spot is glamorizing the transgender lifestyle choice. The post also said viewers are outraged because the model is flipping her long hair.In truth, Dove is pushing an agenda of sexual confusion instead of just selling hair care products, OMM said, calling the model perverted and an abomination.Yes, we are instructed to love one another, the post concluded, but we also must hold others accountable and speak out against sin.The group even has a petition on their website to denounce the ad. They claim that over 13,000 people have signed it so far.I find Dove extremely irresponsible in financially supporting and pushing an unhealthy lifestyle of gender dysphoria, the petition states. Dove is offending so many consumers to appease a small percentage of trans customers. To satisfy a few customers, Dove is pushing most of its conservative customers to shop with competitors. Therefore, I will not purchase any Dove products until your company chooses to remain neutral in the culture war.Trans advocate Leigh Turner called it demoralizing to see yet another boycott campaign build on the idea that people like us shouldnt even appear in a 6-second ad. Turner told Trans Vitae, that Dove is not perfect, but they keep coming back with genuine representation instead of retreating.OMM is an offshoot of the anti-LGBTQ+ American Family Association. In the past, its outrage has been directed atParentsmagazine for featuring a same-sex couple, ananti-smoking ad that mentioned erectile dysfunction,Highlightsmagazine foracknowledging gay people, Scholastic books forfeaturing LGBTQ+-inclusive childrens books, theRoseannereboot forfeaturing a non-binary child, a Disney cartoon series forits brief scene of two men kissing, a Zales jewelry commercial forfeaturing a lesbian couple, the fairy tale drama seriesOnce Upon a Timefor showing a lesbian kiss, a 30-second TV ad forfeaturing an affectionate male same-sex couple, the Macys Thanksgiving Day Parade forfeaturing trans and nonbinary performers, an adshowing a lesbian coupleplaying with their laundry, and humorous insurance adshowing a male same-sex couple.Subscribe to theLGBTQ Nation newsletterand be the first to know about the latest headlines shaping LGBTQ+ communities worldwide.