Through a new collaboration with Bridgerton, Dove extends its long-standing focus on real beauty, self-expression, and care understood as a source of confidence. Developed in partnership with Netflix and Shondaland, the collaboration draws on the series’ approach to questioning social codes and foregrounding characters who move beyond expectation. Together, the collaborators introduce the “Let Them Talk” campaign, a platform that addresses how commentary, judgment, and scrutiny shape the way women present themselves.
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“Let Them Talk” draws a clear parallel between the world of Bridgerton and contemporary digital culture. In the series, Lady Whistledown’s society papers circulate opinion and rumor, shaping reputation and perception. In today’s reality, comment sections and online discourse often perform a similar role. In both spaces, external voices attempt to narrow beauty into a fixed standard. The campaign responds by shifting attention away from approval and toward self-definition, arguing that confidence grows when women refuse to alter themselves to satisfy expectation.
Dove frames this message through a film that places real women at its center. The “Let Them Talk” film features five creators known for showing up online and offline with assurance and openness. Each woman appears without apology, presenting beauty as something expressed through individuality, presence, and choice.
The collaboration reaches beyond the screen through moments tied directly to the Bridgerton universe. At the Bridgerton Season 4 Global Premiere in Paris, Dove and the series shared the spotlight with fans and talent. Participants spoke openly about navigating judgment and finding ways to remain confident amid constant observation.
The partnership also introduces a limited-edition Dove x Bridgerton product collection, available exclusively at Target. The range includes body washes, beauty bars, body scrubs, hand washes, antiperspirant deodorants, and body mists. Each product connects back to the campaign’s focus on care as a personal act rather than a response to scrutiny.
Marcela Melero, Chief Growth Officer at Dove Personal Care North America and Dove Masterbrand, positions the collaboration as a shared vision. She explains that Dove and Bridgerton align in their focus on women who define themselves on their own terms. For Melero, “Let Them Talk” functions as a call that resonates across generations, encouraging people to show up as they are and take up space without waiting for permission.
From the perspective of Magno Herran, Vice President of Global Brand Partnerships at Netflix, the collaboration offered an opportunity to extend the world of Bridgerton into tangible experiences. He notes that the series has always engaged with the idea of challenging expectation and honoring individuality.
Grounded in the shared values of Dove and Bridgerton, the collaboration positions authenticity as a form of confidence rather than conformity. Bridgerton Season 4 premieres on Netflix in January, as the “Let Them Talk” campaign uses film, conversation, and product to redirect focus from judgment to self-assurance.
