Since the release of his historic debut album Radio in 1985, LL Cool J has gone on to secure his place in history as one of the most influential rappers and entertainers of all time. However, LL’s rise to the top was not without challenges, such as overcoming adversity and racial discrimination.

During a recent interview conducted by The Blast, the Queens native reflected on an endorsement deal that was never able to fully materialize, an unfortunate situation that he says was due to the color of his skin.

The Grammy Award-winning icon was recently approached about his lips, one of his famous features that has helped him earn the reputation as one of the most attractive men in hip hop and Hollywood alike. When asked if he had ever been approached for a deal with a chapstick company, the music veteran kept it 100.

“No, they hated my Black lips back then,” he says, telling the photographer who approached him. He then laughed and went back to his business, hopping into a car.

While it’s unclear if the rapper was referring to a specific incident or not, the implication of blatant racial discrimination with a chapstick company is unfortunate, as such a collaboration would have been both fitting and influential.

It was was reported that LL was negotiating with Chapstick for a deal back in 2007. “It’s an obvious fit. LL has been licking his lips for 20 years,” his manager, the late Chris Lighty, told Brand Week at the time. “They’ll get to speak to people who normally would not pick up Chapstick.”

While working with Chapstick was a missed opportunity on the company’s side, LL went on to partner with a plethora of brands over the years. Most recently, reports broke that the veteran entertainer is working to acquire nearly two dozen regional sports channels in partnership with Ice Cube.

Take a look at LL Cool J’s recent comments here.