Rihanna has been dropped by skincare brand Nivea for being too sexy.

The 24-year-old Barbadian pop star appeared in an advertisement for the company, which was a sponsor of her Loud world tour last year, fronting its 100 Years Skincare for Life campaign in which she poses seductively and appears topless.

But Mr Stefan Heidenreich, the new head of Nivea's parent firm Beiersdorf, has blasted her for her increasingly wild behaviour.

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."

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