Dove is currently under fire after posting a Facebook ad that was deemed racist by the public. In the body wash commercial, a black woman removes her top to reveal a white woman underneath. Now, people are threatening to boycott the beauty brand.

The 3-second video clip, posted on Dove’s U.S. Facebook page on Friday, reminded some social media users of racist soap advertisements from the 19th century and early 20th century that showed black people scrubbing their skin to become white. One Twitter user wrote, “The racist Dove ad is a continuation of a long history of racist soap advertising.” Another added, “Aaaaand Dove wipes out all the progress they’ve made with body positivity in one day.”

A large focus for the Unilever brand has been on body positivity. According to The Dove Self Esteem Project, “We believe no young person should be held back from reaching their full potential. However, low body confidence and anxieties over appearance keep young people from being their best selves, affecting their health, friendships, and even performance at school.” Unfortunately, it looks like they’ve focused none of their efforts on creating non-racist ads.

On Saturday, Dove posted on Twitter that it had removed the clip and apologized. They wrote, “An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.”

Yet this isn’t the only time the brand has been called racist. In 2011, they apologized for a Dove VisibleCare body wash ad, which seemed to show a black woman as the “before” photo and a white woman as the “after” photo with “more beautiful skin.” According to Dove, all three woman were intended to represent the benefits of using the lotion. Reuters reported that Dove said the brand is now “re-evaluating our internal processes for creating and approving content.”

Kim Kardashian was accused of wearing “blackface” — watch the video below for more!

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