The Evolution of Darlie Toothpaste: From 'Darkie' to 'Haolai'

Today, we're diving into a fascinating and complex topic: the history and evolution of Darlie toothpaste, formerly known as 'Darkie'. This isn't just a story about toothpaste; it's a reflection of cultural shifts, corporate responsibility, and the enduring challenge of overcoming a problematic past. From its origins as a blatant racist caricature to its modern rebranding efforts, Darlie's journey provides a compelling case study in the power of representation and the long road to inclusivity. This blog post expands on the themes we discussed in our latest podcast episode, S5-E4 - Whitemen Toothpaste Vs. Hei Ren Ya Gao, where we explored this topic and its relation to the Whitemen Toothpaste controversy. We encourage you to listen to the episode for a more in-depth discussion, complete with on-site reporting from the Whitemen Toothpaste Tourism Factory!

Introduction: The Story of Darlie Toothpaste

Darlie toothpaste, a brand ubiquitous in many Asian households, carries a history that many might find surprising and uncomfortable. Originally launched in Shanghai in 1933 under the name 'Darkie', the brand was built upon a foundation of racial insensitivity, using a caricature of a black man in blackface as its logo and marketing centerpiece. Over the decades, and under the ownership of Colgate-Palmolive, the brand underwent several transformations, attempting to distance itself from its offensive origins. However, the journey from 'Darkie' to the more neutral 'Darlie' and, finally, to 'Haolai', has been fraught with challenges, highlighting the complexities of addressing historical wrongs in a globalized marketplace. This blog post will explore the various stages of this evolution, examining the cultural impact, the marketing decisions, and the ongoing debates surrounding a brand forever marked by its past.

The Origin of 'Darkie': A Racist Caricature

The story of Darlie begins with Hawley & Hazel Chemical Company, a Shanghai-based enterprise that sought to capitalize on the growing demand for personal hygiene products in the early 20th century. In 1933, they introduced 'Darkie' toothpaste, a name and brand image directly inspired by the American minstrel performer Al Jolson, famous (or rather, infamous) for his blackface performances. The logo depicted a smiling black man in a top hat, his teeth gleaming white against his darkened skin. This image, deeply rooted in racist stereotypes, was not accidental. It was a deliberate attempt to associate the product with a perceived exoticism and, more importantly, to play upon deeply ingrained prejudices about race and beauty standards. The name 'Darkie' itself was a derogatory term used to refer to people of African descent, further solidifying the brand's offensive foundation. The marketing campaign reinforced these stereotypes, portraying black people as inherently different and, in some twisted way, associating their image with the promise of whiter teeth. It's a stark reminder of a time when casual racism was not only accepted but actively employed in commercial advertising.

Colgate-Palmolive's Acquisition and the Initial Rebranding (1985-1989)

In 1985, Colgate-Palmolive acquired a 50% stake in Hawley & Hazel, bringing the 'Darkie' brand under the umbrella of a multinational corporation. This acquisition immediately sparked controversy in the United States, where awareness of racial sensitivities was growing. Activists and consumers alike criticized Colgate-Palmolive for profiting from a product with such a blatant racist image. In response to the outcry, Colgate-Palmolive CEO Ruben Mark issued an apology and initiated a series of changes to the brand. The most significant of these was the alteration of the English name from 'Darkie' to 'Darlie' in 1989. The logo was also modified, although subtly. The image of the black man in a top hat remained, but his features were altered to appear more racially ambiguous, ostensibly to distance the brand from its explicitly racist origins. However, this initial rebranding was widely seen as a cosmetic change, failing to address the core problem of the brand's historical association with racism. Critics argued that simply changing the name and slightly altering the logo was insufficient to erase the deeply ingrained racist message. It was a move that prioritized minimizing immediate damage to Colgate-Palmolive's reputation rather than genuinely addressing the ethical concerns.

The Lingering Problem: The Chinese Name Remains

While the English name and logo underwent these initial changes, the Chinese name of the brand, 黑人牙膏 (Hēi rén yágāo), which literally translates to "Black Person Toothpaste," remained unchanged. This decision proved to be a significant point of contention. Critics argued that retaining the original Chinese name effectively negated the impact of the English rebranding efforts. For millions of Chinese-speaking consumers, the product was still explicitly associated with the image of a "Black Person." This created a situation where the brand was attempting to appease Western critics while simultaneously maintaining its original appeal to its core market. The retention of the Chinese name also highlights the different cultural contexts and sensitivities surrounding race in different parts of the world. What was considered overtly racist in the United States was seen as less problematic, or at least less controversial, in some Asian markets. This discrepancy underscores the challenges faced by multinational corporations in navigating complex cultural landscapes and balancing ethical considerations with commercial interests.

Market Dominance Despite Controversy (1989)

Despite the ongoing controversy surrounding its name and image, Darlie toothpaste continued to maintain a strong market share in several Asian countries. In 1989, the year the English name was changed, Darlie held a remarkable 75% market share in Taiwan, 50% in Singapore, 30% in Malaysia and Hong Kong, and 20% in Thailand. These figures demonstrate the brand's deep entrenchment in the region and the enduring loyalty of its consumer base. Several factors contributed to Darlie's continued success. Firstly, the brand had established a strong reputation for quality and effectiveness over several decades. Secondly, the familiar image and name, despite their problematic origins, had become deeply ingrained in the cultural landscape. Finally, the relatively limited awareness of the brand's racist history among many Asian consumers allowed it to maintain its appeal. This market dominance presented Colgate-Palmolive with a difficult dilemma. On the one hand, they were under pressure to address the ethical concerns surrounding the brand. On the other hand, they were reluctant to take actions that could jeopardize a significant source of revenue. This tension between ethics and profits would continue to shape the brand's evolution in the years to come.

The Murder of George Floyd and Renewed Pressure (2020)

The murder of George Floyd in May 2020 sparked a global wave of protests and a renewed focus on issues of racial justice and inequality. This movement had a profound impact on corporations and brands around the world, forcing them to re-examine their own practices and address historical injustices. The pressure on Colgate-Palmolive to finally address the lingering issues with the Darlie brand intensified. Activists and consumers once again called for a complete overhaul of the brand, demanding that the Chinese name be changed and that the brand be fully disassociated from its racist past. In June 2020, Colgate-Palmolive announced that it would work with Hawley & Hazel to "review and further evolve all aspects" of the Darlie brand, including the brand name. This announcement followed similar pledges made by other companies, such as PepsiCo–Quaker Oats (Aunt Jemima) and Mars, Incorporated (Uncle Ben's), to address the problematic origins of their own brands. While the announcement was welcomed by many, critics remained cautious, emphasizing the need for concrete action rather than empty promises. The key question was whether Colgate-Palmolive would finally take the decisive step of changing the Chinese name, the most overt and enduring symbol of the brand's racist legacy.

The Final Change: From 'Hei Ren Ya Gao' to 'Haolai' (2021-2022)

In December 2021, Hawley & Hazel finally announced that the Chinese name of the brand would be changed from 黑人牙膏 ("Black Person Toothpaste") to 好來 ("Haolai") starting in March 2022. The new name, "Haolai," translates to "Good Come," aligning it with the name of the subsidiary company. This decision marked a significant turning point in the brand's history, finally addressing the most glaring aspect of its racist legacy. The change was met with widespread approval, with many praising Colgate-Palmolive and Hawley & Hazel for taking this long-overdue step. However, some critics argued that the change should have come sooner, questioning why it took so many years and so much public pressure to address such an obvious problem. Despite these criticisms, the renaming of Darlie represents a significant step towards inclusivity and a recognition of the harm caused by the brand's original name and image. It signals a shift in corporate attitudes towards racial sensitivity and a greater willingness to address historical wrongs, even when doing so may impact commercial interests.

Whitemen Toothpaste: A Tangent and Contrast

The story of Darlie toothpaste is even more ironic when you compare it to the story of Whitemen Toothpaste. As we discussed in our latest podcast episode, S5-E4 - Whitemen Toothpaste Vs. Hei Ren Ya Gao, there was a Taiwanese brand that tried to take on Hei Ren Ya Gao, by creating a direct contrast, Whitemen Toothpaste! It's important to see that both products were using race to sell toothpaste, but they were coming from very different places. Darlie was originally a product of racist caricature, and Whitemen was specifically created as an answer to this. The ensuing "Whitemen vs. Hei Ren Ya Gao Toothpaste War," resulted in a legal judgment on the brands that you can READ: Official legal judgment on the "Whitemen vs. Hei Ren Ya Gao Toothpaste War.".

The Challenges of Erasing a Deeply Ingrained Image

While the renaming of Darlie represents a significant step forward, the challenges of erasing a deeply ingrained image remain. For decades, the brand was associated with a racist caricature and a name that was offensive to many. These associations are not easily forgotten, and they continue to shape the brand's perception in the minds of many consumers. Furthermore, the brand's history serves as a reminder of a time when casual racism was widely accepted and even used in advertising. This raises important questions about the responsibility of corporations to address historical injustices and to actively promote inclusivity and diversity. The challenge for Darlie moving forward is to not only distance itself from its past but to also actively contribute to a more equitable and just future. This could involve supporting initiatives that promote racial equality, investing in diverse communities, and ensuring that its own marketing and advertising campaigns are inclusive and respectful of all cultures.

Conclusion: A Step Towards Inclusivity, But Is It Enough?

The evolution of Darlie toothpaste from 'Darkie' to 'Haolai' is a complex and multifaceted story. It's a story of racism, corporate responsibility, cultural sensitivity, and the ongoing struggle for equality. While the final renaming of the brand represents a significant step towards inclusivity, it is important to remember that this is just one step in a much longer journey. The brand's history serves as a reminder of the enduring impact of racism and the importance of actively working to dismantle systems of oppression. As consumers, we have a responsibility to hold corporations accountable for their actions and to demand that they prioritize ethics over profits. As a society, we must continue to challenge and dismantle racist stereotypes and to create a more inclusive and just world for all. Check out our latest podcast episode, S5-E4 - Whitemen Toothpaste Vs. Hei Ren Ya Gao, for more on the fascinating history, and even a field trip to the Whitemen Toothpaste Tourism Factory!