Cosmetics giant Avon USA has apologized for an anti-cellulite product after the ad campaign was accused of “shaming women”.

Actor Jameela Jamil had criticized the ad, which features a seated woman in shorts and tank top with the caption “dimples are cute on your face (not on your thighs),” on Saturday afternoon on Twitter.

“And yet EVERYONE has dimples on their thighs, I do, you do, and the CLOWNS at @Avon_UK certainly do. Stop shaming women about age, gravity and cellulite. They’re inevitable, completely normal things. To make us fear them and try to ‘fix’ them, is to literally set us up for failure.”

The Good Place actor criticized another ad for the company’s “Naked Proof” line of cosmetics, which leads with the phrase “Every body is beautiful,” several hours later.

“Every body is beautiful, unless they have any ‘flaws’ I guess. What a gross abuse of the body positive movement. I want you all to look out for this constant manipulation. Once you see it, you can’t unsee it. It’s everywhere. You are constantly being manipulated to self hate,” said Jamil, who is behind the “I Weigh” movement to promote body positivity.

Avon responded to Jamil’s criticism just after 5pm, tweeting, “Hi Jameela, we completely understand where you’re coming from. We realize that we missed the mark with this messaging. We have removed this messaging from all future marketing materials. We fully support our community in loving their bodies and feel confident in their own skin.”

“THIS RIGHT HERE IS PROGRESS!!!! Thank you @AvonInsider for listening to us,” she responded.

Avon USA also tweeted: “We hear you and we apologize. We messed up on our Smooth Moves Naked Proof messaging. We want to let you know that we are working diligently to remove this messaging from our marketing materials moving forward. We’re on it. We love our community of women.”