Rimmel has become the latest fashion brand to distance itself from Kate Moss over claims the model snorted cocaine.
Supermodel Kate Moss is said to be "very regretful"
The cosmetics firm said it was "shocked and dismayed" by press claims about the 31-year-old's behaviour and said it was "reviewing her contract".
Moss was dropped by clothing chain H&M after photos allegedly showing her taking cocaine appeared in a newspaper.
Chanel says it has no plans to use her again soon and Burberry has cancelled an advertising campaign featuring her.
Senior figures at Rimmel, owned by cosmetics giant Coty, were said to be deeply concerned about the example the model was setting.
The drug allegations are being investigated by Scotland Yard.
Speaking to journalists at the Police Superintendents Association Conference in Warwickshire on Wednesday, Metropolitan Police Commissioner Sir Ian Blair said he had been personally involved in the decision to launch an investigation.
He said: "We have to look at the impact of this kind of behaviour on impressionable young people and if there is evidence something should be done about it."
It has not been confirmed whether police will interview Moss, who has declined to comment on the claims.
On Tuesday, H&M said continuing to use Moss would be "inconsistent with its clear dissociation of drugs".
Then on Wednesday, Burberry followed suit, saying it had agreed with Moss it was "inappropriate to go ahead".
"Kate has always been a fantastic model and highly professional for Burberry," it continued.
Hours earlier, Chanel had announced it would not be renewing the model's contract to be the face of its Coco Mademoiselle perfume.
Meanwhile, Gloria Vanderbilt denim, which used Moss in a series of magazine advertisements, on Thursday said it was "re-evaluating" her contract.
Moss also has contracts with designer brand Christian Dior and New York jeweller H Stern.
In 1998, Moss spent time in the Priory clinic after admitting that her party lifestyle had taken its toll.
She has a daughter, Lila Grace, with her ex-partner, publisher Jefferson Hack.