The Dove ad showed women removing their shirts to show other women of different skin colors.
The ad has since been deleted.
Soap giant Dove is under fire for posting an ad that depicts a Black woman peeling off her shirt to reveal that she's a white woman after using their soap.
She then removes her T-shirt to reveal an Asian woman.More news: Blade Runner 2049 Review: The Best Sequel Anyone Could Have Hoped For
The beauty brand admitted it had "missed the mark" after the controversial Facebook ad.
You may need to use some soap to wash your eyes out after seeing it - but not Dove soap, of course. In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused. It reads, "Dove is committed to representing the beauty of diversity".
In a statement, the company apologised for the ad, which has been accused of being racist, saying it "missed the mark". What were you going for, exactly? "Honestly wonder how these things make it into public realm before someone calling it out", one Twitter user wrote. "Your creative director should be fired", Angela Reinders wrote on Facebook.
Dove took to Twitter to issue a statement in response to the criticism, and while it seems like it's meant to be an apology, the words "We're sorry" aren't actually used.
In 2011, Dove released a body wash ad showing three women with a range of skin tones standing in a row, the word "before" above the head of the woman with darker skin, and "after" above the head of the woman with lighter skin.