A week prior to Pepsi getting dragged on Twitter for their horrible ad featuring Kendall Jenner, Nivea was slammed for their racist ad that was joyously shared by right-wing groups on social media.

Earlier this week, the German skincare company posted an ad (see above) on Nivea’s Middle East Facebook page of a woman with her back turned wearing a white robe with the tag line: “White Is Purity.” In the photo’s caption it reads: “Keep it clean, keep it bright. Don’t let anything ruin it.”

Of course, the ad was joyously celebrated and passed around among the alt-right groups and open white supremacist on social media. It’s hard to believe that no one at Nivea’s headquarters didn’t think this ad would be perceived as racist.

After folks on Twitter and Facebook slammed Nivea for posting the offensive ad on their Middle East Facebook page, the company immediately took it down and issued an apology.

"That image was inappropriate and not reflective of our values as a company. We deeply apologize for that and have removed the post,” the company said in a statement (via The Washington Post). “Diversity and inclusivity are crucial values of NIVEA. We take pride in creating products that promote beauty in all forms. Discrimination of any kind is simply not acceptable to us as a company, as employees, or as individuals.”

Things that make you go "hmmm"?