Nivea: Rihanna Just Too Sexy to Rep Us Skincare company ends relationship with singer By Evann Gastaldo, Newser Staff Posted Aug 9, 2012 9:08 AM CDT 17 comments Comments Rihanna performs at the 38th Annual American Music Awards on Sunday, Nov. 21, 2010 in Los Angeles. (AP Photo/Matt Sayles, file) (Newser) – Rihanna is simply too sexy for Nivea, the company's new CEO tells a German newspaper in an article translated by Rolling Stone. "I do not understand how to associate the core brand of Nivea with Rihanna," Stefan Heidrenreich says. "Rihanna is a no-go." The pop star began representing Nivea in ads (including a nude one) last year, but apparently she won't be continuing—despite the fact that Nivea sponsored one of her tours, and the company initially expressed excitement about working with the "icon" and "global music sensation," the Press Association reports. But no longer, because "Nivea is a company which stands for trust, family, and reliability," Heidrenreich says. Apparently in response, Rihanna tweeted a picture of Heidrenreich and wrote, "No caption necessary."