Rihanna Deemed Too Sexy for Nivea?

Rihanna is no longer the face of Nivea, reportedly because she’s too sexy for the skin-care brand.

According to the U.K.’s Press Association, Stefan Heidenreich, the CEO of Nivea’s parent company, Beiersdorf, told the German newspaper Welt that the singer was a “no go.”

“I do not understand how to bring the core brand of Nivea in conjunction with Rihanna,” he said, adding, “Nivea is a company which stands for trust, family and reliability.”

The singer appeared in a series of advertisements for Nivea last year, including one in which  she posed naked for the brand’s 100th anniversary, the Press Association notes. Her song “California King Bed” was featured in an ad campaign, and Nivea sponsored her tour last year.

In a statement to the U.K.’s MarketingWeek, a rep for Beiersdorf denied the company had fired Rihanna, but said the focus of Nivea’s advertising strategy has changed.

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Pictured: Rihanna attends The BRIT Awards 2012 at the O2 Arena on February 21, 2012 in London, England. (Photo by Gareth Cattermole/Getty Images)