Rihanna has reportedly been dropped as the face of Nivea.

The popstar appeared in a series of adverts for the skincare company, who was a sponsor of her world tour last year, to celebrate the 100th anniversary of the brand.

Now, Stefan Heidenreich, the new head of Nivea's parent company Beiersdorf, has allegedly said the singer was axed because her behaviour is not appropriate for the brand's family image.

The Daily Mail quotes Heidenreich as saying to German media: "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."

When Nivea signed Rihanna last year, they were said to have been very excited to have her on board.

Nivea board member Markus Pinger said in a press release at the time: "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."