Rihanna has been dropped by Nivea.

The singer appeared in an advertisement for the company, which was a sponsor of her 'Loud' world tour, last year but cosmetic tycoon Stefan Heidenreich - the new head of Nivea's parent firm, Beiersdorf - thinks she is too outrageous for the brand.

He said: ''The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna.

''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 seductively and apparently naked.

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 threw a party for the singer to celebrate her birthday in Beverly Hills, Los Angeles.

Rihanna wore a sexy, almost flesh coloured dress, with a purple fringe, while the venue was with ice sculptures, including one with an 'R' on it. There were also cupcakes for guests decorated with flags from Rihanna's native Barbados.