The 24-year-old singer appeared in an advertisement for the company, which was a sponsor of her 'Loud' world tour, last year.
But cosmetic tycoon Stefan Heidenreich, the new head of Nivea's parent firm, Beiersdorf, thinks she is too outrageous for the brand, reported Ace Showbiz.
"The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna. Nivea is a company which stands for trust, family and reliability," Heidenreich said.
Last year Rihanna fronted the brand's 100 Years Skincare for Life campaign, and Nivea released a photograph of the then red haired star posing seductively and apparently naked.
At the time, representative for the brand, Markus Pinger, said, "We are excited to have Rihanna supporting us in our celebration and building a new generation of fans. 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," he added.