Rihanna is apparently “too sexy” for Nivea skin care commercials.

The songstress appeared in a series of ads for the skincare brand in 2011, had her song “California King Bed” featured in commercials and even had her tour sponsored by Nivea.

But that does not matter to Stefan Heidenreich, the new CEO of Nivea’s parent company Beiersdorf.

He told a  German newspaper, “Rihanna is a no go… I do not understand how to bring the core brand of Nivea in conjunction with Rihanna.”

Heidenreich added that: “Nivea is a company which stands for trust, family and reliability.”

There is no official word yet of Rihanna being let go by the company but the singer’s response to Heidenreich criticism was to tweet a photo of him under which she wrote: “no caption necessary.”

When Nivea announced its partnership with Rihanna last year it said it was very excited to be teaming up with “another icon, global music sensation.”

Follow Melissa Noel on Twitter @noelknowswell