diff --git a/include/image.mk b/include/image.mk
index e55ac22d0dc..c6a6ab7993f 100644
--- a/include/image.mk
+++ b/include/image.mk
@@ -106,7 +106,7 @@ define add_jffs2_mark
 	echo -ne '\xde\xad\xc0\xde' >> $(1)
 endef
 
-PROFILE_SANITIZED := $(call sanitize,$(PROFILE))
+PROFILE_SANITIZED := $(call sanitize,$(subst DEVICE_,,$(PROFILE)))
 
 define split_args
 $(foreach data, \