The ad no longer appears to be displayed on the Facebook page.
The ad has since been deleted.
The ad was released Saturday afternoon and showed four pictures - two of the smiling black woman pulling her t-shirt over her head and two of her apparently morphing into a white woman. A third image shows the white woman removing her shirt to show a woman of Asian descent.
The beauty brand admitted it had "missed the mark" after the controversial Facebook ad.
"An image we recently posted on Facebook missed the mark in representing women of color thoughtfully" the company said in a tweet.
A few users brought up instances when the brand had other questionable marketing ploys that seemed to paint blackness as undesired.
But someone posting under the name Raenette Johnson said, "For people to say black woman are reaching and being sensitive lemme break this down. We are committed to representing beauty of all ages, ethnicities, shapes and sizes".
"What exactly were yall going for?"
Mary Braden, of Baltimore, Maryland, wrote, "That's not missing the mark, that's ensuring that I will never buy another Dove product and I will encourage every one I know to join me". You guessed it, the first woman was of color, and she was the before, and the white woman on the far right was the after, leaving us to assume that Dove washes the Black off. "Your creative director should be fired", one Angela Reinders wrote on Facebook.
"Dove is advertising bodywash, which means that this product removes dirt/ has the ability to get you clean, POINT BLANK!"
Dove's 13-year-old "Real Beauty" campaign aims to celebrate the beauty of all kinds of women.