The toothpaste brand was originally called Darkie before it was changed to Darlie in 1989, following pressure from shareholders and other groups
Colgate is reviewing their Chinese toothpaste brand Darlie as the company started reassessing race stereotypes in their products.
The popular Chinese brand features a caricature of a man with blackface make-up and the name translates as "black person toothpaste", reports BBC.
It is owned by Colgate-Palmolive 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 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. But the blackface logo remained.
"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 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 45% in Taiwan, according to data firm Euromonitor International.
On Wednesday, PepsiCo said it was changing its Aunt Jemima branding, while other food brands featuring African-American characters are reviewing their logos. Mars Inc said it was considering possible changes to the branding of its Uncle Ben's rice, which entered the market in the 1940s.