Rihanna is just too sexy.

We all knew this already but the latest to admit to it is one of the world's biggest cosmetic tycoons.

The raunchy singer is known for her sexy attitude, racy lyrics and outrageous clothing so it probably comes as no surprise that one of the world's biggest skincare brands has deemed Rihanna's endorsement for the brand inappropriate.

Rihanna's advert for Nivea has been deemed too sexy to front campaigns for the skincare brand.

Not the worst excuse somebody could have about you I suppose...

The Caribbean singer appeared in a series of adverts for the firm, which was a sponsor of her world tour last year, to celebrate the 100^th anniversary of the company.

But now the Daily Mail reports that cosmetic boss Stefan Heidenreich has told the German media that the singer should have been considered a 'no-go' for the brand's family image.

Heidenreich, 49, said the advert starring Rihanna was not to be used.

“I do not understand how Nivea can be brought into association with Rihanna.”

One advert featured a family moisturising with Nivea moisturising cream while Rihanna's sexy hit 'California King bed' plays in the background.

Heidrenreich said that Nivea is a company that stands for “trust, family and reliability.”

He clearly doesn't believe Rihanna stands for any of these concepts.

This is in stark contrast to when Nivea signed up the star last year to model for adverts, they said they were “very excited” to be working with Rihanna.

Nivea board member Markus Pinger wrote 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."

We're guessing Rihanna will still be able to pay her bills...