Rihanna in her ad for Nivea

*WENN is reporting that Rihanna has been kicked to the curb by beauty brand Nivea after the company deemed she is too volatile for their image.

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The singer appeared in an ad for the company, which co-sponsored her “Loud” world tour last year, but cosmetic tycoon Stefan Heidenreich – the new head of Nivea’s parent firm, Beiersdorf – thinks she needs to tone things down.

”The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna,” he said, according to WENN. ”Nivea is a company which stands for trust, family and reliability.”

Last year Rihanna fronted the brand’s 100 Years Skincare for Life campaign, and Nivea released a photograph of the then red haired star posing topless.

At the time, representative for the brand, Markus Pinger, said: ”We are excited to have Rihanna supporting us in our celebration and building a new generation of fans. Over the past 100 years, Nivea has been an iconic skin-care brand across the world. Rihanna is a music icon and her digital footprint will help us bring our anniversary celebration to consumers wherever they are.”

Nivea also used her song “California King Bed” to accompany the anniversary campaign internationally, and gave consumers the opportunity to win Rihanna concert tickets. Additionally, the company threw her a birthday party in Beverly Hills.