Oh no! Trouble alert in the endorsement heaven! Rihanna’s role as a brand ambassador was announced with bells and whistles back in 2011 when brand representatives said that “We are excited to have Rihanna supporting us in our celebration and building a new generation of fans.” The initial wave of excitement seems to have wore off completely as now brand representatives don’t appear to see her role as the face of the label a good fit.

The new CEO of Nivea, Stefan Heidenreich, is definitely not as ecstatic about the star’s personality as his predecessors were. In a rather surprising statement, which can only indicate that the star’s raunchy side, shown through her willingness to flash skin on numerous occasions and other ‘bad girl’ behaviors that greatly contributed to her fame and notoriety don’t fly well with her endorsement deal, the CEO told German newspaper Welt that: “Rihanna is a no go … I do not understand how to bring the core brand of Nivea in conjunction with Rihanna.”

What are the core values that made the ‘California King Bed’ singer, the song that marked the labels 100th anniversary, lose her appeal? Here’s what Heidenreich thinks as to the values of the company: “Nivea is a company which stands for trust, family and reliability.”

Is Rihanna too sexy for Nivea? Apparently so. As for Riri, she decided to handle the situation with a little passive-agressive message as she tweeted a photo of Nivea’s new CEO and wrote ‘No caption necessary.’ Still, with her notoriety , we’re completely sure she’ll find a similarly high paying gig in no time.

What do you think about the company’s decision? Who would be a good fit for the German label?

Rihanna Loses Nivea Contract

Photo courtesy of Getty Images, Nivea, badgalriri @Instagram