Nivea has a new boss of its parent company, Beiersdorf, and he's not a huge fan of Rihanna, who the storied cosmetics brand sponsored last year.

"The advert starring Rihanna was a no go," Stefan Heidenreich told German media, perhaps referring to a video advertisement she starred in last year. "I do not understand how Nivea can be brought into association with Rihanna. Nivea is a company which stands for trust, family and reliability."

Although it's unclear exactly which advertisement he's referring to, it could be that over the past year Nivea has soured on the salacious pop singer.

In that time, through social media— mostly her Twitter account— she's gone to great lengths to prove just what kind of bad ass she is, and how little she gives a fuck.

It's possible that Nivea felt having advertisements that portray her as a good girl, when one can easily google her and see that she's anything but, sends a conflicting message.

If Rihanna somehow lost her Nivea deal in the process of all this, it would be a huge blow. A substantial amount of the $53 million she reportedly earned last year is said to have come from that sponsorship.

Where will she make up that money? Especially considering she's on vacation now doing a whole bunch of nothing.

Not going quietly, Rihanna tweeted a picture Heidenreich. "No caption necessary," she wrote.

[via The YBF]