Colgate-Palmolive is reviewing Chinese toothpaste brand Darlie as firms reassess race stereotypes in products.
The name of the popular Chinese brand translates as “black person toothpaste”.
It is owned by Colgate and its joint venture partner Hawley & Hazel and sold widely across Asia.
A string of high-profile brands are also reviewing names and logos in light of the racism demonstrations and debate in the US.
The toothpaste brand was originally called Darkie before it was changed to Darlie in 1989, following pressure from shareholders and other groups.
“For more than 35 years, we have been working together to evolve the brand, including substantial changes to the name, logo, and packaging. We are currently working with our partner to review and further evolve all aspects of the brand, including the brand name,” a Colgate spokesman told the BBC.
Colgate paid $50m (£40m) in 1985 for 50% of Hong Kong-based Hawley & Hazel, the maker of Darlie. The brand controls 17% of the toothpaste market in China, 21% in Singapore, 28% in Malaysia, and 25% in Taiwan, according to data firm Euromonitor International.
PepsiCo said it was changing its Aunt Jemima branding, while other food brands featuring African-American characters are reviewing their logos. Mars said it was considering possible changes to the branding of its Uncle Ben’s rice, which entered the market in the 1940s.
Racial injustice is under the spotlight following the death of African-American George Floyd while being detained by police. This sparked demonstrations around the world and gave further impetus to the Black Lives Matter movement. Corporate America has been forced to tackle the issue.
Many British firms have also been under pressure, including brewer Greene King, Lloyd’s of London, and banks RBS and Lloyds Banking Group admitting former links to slave trading.