Dove beauty brand found themselves in hot water on social media after they released an ad of a black woman turning white after using their soap.

It was a Facebook campaign and there were three images in all. The black woman takes off her shirt to reveal a white woman and the last image reveals the woman to be Asian.

Dove has apologized for these “racist” images and removed the campaign from the social media network.

“An image we recently posted missed the mark in representing women of colour thoughtfully,” they tweeted. “We deeply regret the offense it caused.”

The ad has caused outrage around the globe, especially among South Africans.

Arts and Culture Minister Nathi Mthethwa retweeted the advertisement and posted, “We strongly condemn this racist campaign by @Dove and note with concern that this is not the first time they’ve been called out for racism.”

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