For their new ad campaign, Dove asked three visually-impaired women what beauty means for them.
And they gave some pretty powerful answers.
The Swedish advert shows the three women discussing their insecurities, appearance and wat it mens to be blind.
When it feels as if I'm in the right place, doing the right things; meaningful things, I automatically feel beautiful," explains Ida Ostlund, who can only distinguish light from dark.
Naomi Allback, who lost her sight 15 years ago, says: "It comes from within. If you radiate warmth, humility and love, then you're beautiful to me."
"I feel beautiful on the day when I feel like life is fun," explains Anna Bergholtz, who has been blind for 13 years. "Beauty is more of a feeling to me."
The advert is captioned:
"How do you know that you are beautiful if you can't see your reflection in the mirror?"
Earlier this month, Dove ran a fascinating campaign where they asked women to walk through a door labelled 'beautiful' or 'average' to highlight how women feel about their appearance.