Rihanna has been dropped as the face of Nivea because her recent behaviour doesn't fit in with the brand's family values.
Last year, the We Found Love singer starred in a series of adverts for the brand, which also sponsored her 'Loud' world tour.
RIHANNA BARES ALL FOR NIVEA CAMPAIGN
On top of this, her song 'California King Bed' was used as the soundtrack to Nivea's 100 Years Skincare for Life campaign.
But now it seems Rihanna's recent behaviour - she's known for posting photos of herself next to naked, partying hard and using bad language - has been deemed too sexy by the skincare brand.
'I do not understand how to bring the core brand of Nivea in conjunction with Rihanna.'
He added: 'Nivea is a company which stands for trust, family and reliability.'
What do you think? Is it fair that Nivea have ditched Rihanna? Or do you understand where their reasons for doing so? Is the singer a good role model? Let us know your thoughts in the comment box below.