Dove has come under fire for a "racist" ad posted on social media.

Johannesburg - A "racist" advert by personal care and beauty company Dove on Sunday caused a storm on social media. 

The company came under fire when it posted a series of images during the week, supposedly aimed at "representing the beauty of diversity".

In a sequence of images, a black woman is seen taking off a brown T-shirt, with a white woman being revealed in the last image.

The images caused an uproar on social media, with users slamming the company and vowing to discontinue using its products. 

Arts and Culture Minister Nathi Mthethwa weighed in on the matter, saying he condemned the campaign and noted it was not the first time Dove was accused of racism.

We strongly condemn this racist campaign by @Dove & note with concern that this is not the first time they've been called out for racism.

Radio personality Eusebius McKaiser added to this, quipping "Dove: with one quarter moisturising cream... can't cleanse racism"

Dove: with one quarter moisturising cream. can't cleanse racism.

The company has since issued a statement, saying it deeply regretted the offense caused by the advert. 

"Dove committed to representing the beauty of diversity. 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. 

"The feedback that has been shared is important to us and we’ll use it to guide us in the future."

See more posts on the ad: 

Thanks but no thanks. We're more than good as we are. You have a filthy mindset and make trash judgements. Clean up your act. #NoMore @dove

Hello @Dove. Can you take a question, What does ‘Normal to Dark skin’ mean?
📸: @PJDlamini1

Is @Dove soap’s marketing strategy
Before - black & dirty
After - Caucasian & clean
Also *who* is approving these ads?

So @Dove Considers BLACK Skin as DIRT!!! And WHITE SKIN as CLEAN!!! #Dove