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The sometimes raunchy, yet always sultry pop singer Rihanna may have been kicked to the curb as the face of the Nivea skincare products, according to The Hollywood Reporter.

The seemingly non-stop party girl signed on to represent the popular and long-established company last year. Nivea even used Rihanna’s song, “California King Bed,” in a commercial. And, to take the situation a step further, Nivea even sponsored Rihanna’s tour. So why the about-face?

Nivea CEO Stefan Heidenreich (pictured) reportedly told a German newspaper that the 24-year-old performer should have been a “no-go” from the start. He went on to say that, “I do not understand how to bring the core brand of Nivea in conjunction with Rihanna. Nivea is a company which stands for trust, family and reliability.”

What is Heidenreich reportedly implying about the superstar diva?

Are her wilding ways–partying like a rock star; sporting provocative attire or a lack there of; public problems with men–hurting her brand image? Rihanna’s lifestyle is all over the place and she has not slowed down or changed her stripes one bit.

The Nivea gig actually positioned Rihanna at the number 3 spot on the Forbes list of the highest paid celebs under 30, raking in an estimated $53 million from May 2011 to May 2012.

Though there’s no evidence that she has been formally ousted, Rihanna took to Twitter and responded with a photo of the new CEO with the cryptic comment, “No caption necessary.”

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