Rihanna has been axed from Nivea advertising campaign after bosses branded the singer too outrageous to be compatible with the skincare giant's brand values.
The firm had employed the 24-year-old singer for a multi-million-pound ad campaign last year and also sponsored her world tour.
The Umbrella hitmaker is to part from the firm after Stefan Heidenreich, the new head of Nivea's parent company Beiersdorf, said in Germany that he did not understand how Nivea could be associated with her.
"The advert starring Rihanna was a no-go. I do not understand how Nivea can be brought into association with her," the Daily Star quoted him as saying.
"Nivea is a company which stands for trust, family and reliability," he added.