The advert by its TRESemmé brand, was posted on drugstore Clicks Group's website last Friday, and described images of African black hair as "frizzy and dull," while a white woman's hair was referred to as "normal".
The household goods conglomerate behind the Omo, Cif, Sunlight and Domestos brands said that, instead of petrochemicals, the products would substitute constituents created from plants and other biological sources, marine sources such as algae and waste materials.
The move comes a week after different tea and soap makers announced they would drop words such as "fair," "fairness," "white,", "whitening" from its marketing in a push to move away from a single ideal of beauty
The company said that it has also removed all visuals or words on Fair & Lovely’s packaging that could indicate a fairness-led transformation – including the removal of dual-faced cameo showing shade transformation, as well as the shade guides.