Last year, singer Rihanna appeared in an advertisement for the skincare giant Nivea, and they sponsored her 'Loud' tour. But now Nivea no longer wants the "good girl gone bad" to represent their brand.

Speaking to German media, Nivea Cosmetics tycoon and new CEO of the company, 49-year-old Stefan Heidenreich snubbed the singer, saying that "the advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna. Nivea is a company which stands for trust, family and reliability," according to the Daily Mail.

As recently as last year, representative for Nivea, Markus Pinger, said: "We are excited to have Rihanna supporting us in our celebration and building a new generation of fans...Rihanna is a music icon and her digital footprint will help us bring our anniversary celebration to consumers wherever they are," when Nivea announced its partnership with the star.

This year, the 24-year-old beauty was set to star in television advertisements and billboards to further promote the cosmetics company.

It may have been Rihanna's recent "Thug Life" knuckle tattoo that was too much for Heidenreich to handle, or pictures recently taken by the paparazzi of Rihanna smoking what is alleged to be weed. Or it could be her oversexed image. Whatever the reason, the Bajan songstress is no longer desired by the family brand.

But the "Where Have U Been" singer should be just fine. According to Forbes magazine, Rihanna's earnings last year alone were an estimated $53 million. She also still has deals with companies Vita Coco and has her own fragrance, Reb'l Fleur.