Of course, Dove can say it's fine not to wear makeup all they want because they're a lotion company. They don't need to sell makeup. What they do sell is "youthful vitality cream," self-tanning lotion, and "firming lotion" to get rid of cellulite. Love yourselves, ladies ... but if you don't, we have a cream for that! You won't believe the low, low prices on our Hate Yourself cream.
I'm not saying there's anything wrong with using these products. Most humans, and probably a lot of animals, want to look their best. I'm saying that companies like Dove are trying to have it both ways. They can dress up their anti-wrinkle cream all they want (for a time they called it "pro-age" cream), but they're selling you a product to make you look younger while running ads like this:
Model Amber Rose is known for promoting body positivity and even having a plus-size fashion line, but when all the Instagram celebrities were shilling waist trainers (corsets), she was strapping her stomach into a medieval torture device for your tummy right along with them. Not to mention that her plus-size fashion line, and many other body-positive fashion lines, also sell shapewear. So we're supposed to love our big bodies, but also shove them into tight socks that will make our pancreas high-five our lungs. "I love my body so much that I want my organs to hug!"