This isn't the first time Dove has needed to apologise for questionable advertising.
The ad has since been deleted.
The final image in the three-photo ad series depicts the white woman peeling off her t-shirt to reveal an Asian woman underneath.
Naomi Blake, a beauty blogger, was one of the people who posted the image.
Just last spring, a British marketing campaign featuring different shaped bottles meant to represent women's different body types also caught flak.
Some Facebook users seemed to be spilt on the subject.
She added: "What does America tell black people?" Instead, the message says, "We deeply regret the offense it caused". It reads, "Dove is committed to representing the beauty of diversity".
Gawker wrote at the time, "Dove VisibleCare body wash: 'Visibly more attractive skin.' Bye-bye black skin, hello white skin! Your creative director should be fired". In 2011, a controversial ad showed three women standing in front of a wall designated in "before" and "after".
Dove at the time clarified the ad's intent in a statement from its PR team.
Dove's 13-year-old "Real Beauty" campaign aims to celebrate the beauty of all kinds of women. After the ad received criticism, Dove released a statement looking to clarify its objective.