Stefan Heidenreich, the new head of Nivea's parent company Beiersdorf, said that the singer was axed because her behaviour is not appropriate for the brand.
"The advert starring Rihanna was a no-go. I do not understand how Nivea can be brought into association with Rihanna," Heidenreich told German media, according to the Daily Mail.
"Nivea is a company which stands for trust, family and reliability."
Rihanna had starred in a series of adverts for Nivea, which sponsored her 'Loud' world tour last year. Her song 'California King Bed' was used as the soundtrack to the campaign.
She also appeared topless in a commercial for the brand's 100 Years Skincare for Life campaign.
At the time, Nivea representative Markus Pinger said: "We are excited to have Rihanna supporting us in our celebration and building a new generation of fans."
In recent months, Rihanna has posted photos of her throwing money at female strippers online, has been pictured with white powder at Coachella Festival, and has reunited with Chris Brown.
Watch Rihanna promoting Nivea below: