Rihanna may have appeared in a series of ads for skincare giant Nivea (also a sponsor of her world tour last year) but the company’s new CEO says she should never have been affiliated with the brand.

“The advert starring Rihanna was a no go,” cosmetic tycoon Stefan Heidenreich, the new head of Nivea’s parent firm Beiersdor, recently told German media. “I do not understand how Nivea can be brought into association with Rihanna.”

When Ri Ri was anointed spokesperson of the brand last year, it was said they were “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.”

If Heidenreich has his way, the Bajan beauty won’t be getting a call back once her deal is done. He says, “Nivea is a company which stands for trust, family and reliability.”

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