We're just as in the dark as L'Oreal Paris as to why Adele has just shunned the healthy sum of £12 million to take over from Cheryl Cole, who signed with the French beauty brand back in 2009, as their UK ambassador.
"L'Oreal was in negotiations for the deal with Adele and it looked to be happening - but she just changed her mind on it. L'Oreal is gobsmacked that she turned down such a huge amount," a source told People.
The Oscar winning songtress is of course famed for eschewing the celebrity spotlight. And, earlier this year rumour had it that the peaches n' cream beauty was already resisting offers from big beauty players for fear of shameful selling out. But £12 million? Maybe she thinks it's just not worth it.
No doubt Cole, already reported to be in choppy waters with L'Oreal Paris due to her endless hair colour changes and her most recent tattoo found on her rear, will be delighted.