According to reports, Rimmel said it was "shocked and dismayed" by the recent press reports about the 31-year-old's alleged cocaine use and said it was "reviewing her contract".
Senior figures at Rimmel, owned by cosmetics giant Coty, were said to be deeply concerned about the example the model was setting to its consumers.
The cosmetics brand had initially said yesterday that it was standing by the model, who has featured in a recent high-profile TV ad campaign.
Moss started working for Rimmel in 2001 when she promoted its Double Act Foundation in a TV campaign. The ad followed Moss on a journey through London taking in the Millennium Bridge, the City and the Langan Hotel.
Swedish fashion chain H&M was the first of Moss's lucrative contracts to be severed yesterday. The high street retailer said continuing to use Moss would be "inconsistent with its clear association of drugs".
Later, it emerged perfume giant Chanel would not be renewing Moss's 拢750,000-a-year contract as the face of Coco Mademoiselle perfume and that her existing contract would only run until the end of October.
Burberry was next to jettison Moss. The fashion label said it had never had a contract with the model, simply that Moss had worked on various projects, with one due for the autumn that was "mutually" decided would not go ahead.
Denim firm Gloria Vanderbilt added to the model's woes in a statement, saying that it had not known of Moss's "issues" before the campaign and would have second thoughts about using her again.
Although under increasing pressure to drop the star from their ad campaigns, Christian Dior, H Stern and Fred Paris have so far all pledged to stand by Moss.
It has also been revealed that the model could face a police investigation over allegations Moss has been taking the illegal Class A drug.
Sir Ian Blair, Metropolitan Police Commissioner, said he would be taking the allegations seriously not only because it is illegal, but due to the impact it could have on impressionable youngsters.
Scotland Yard said it would need further evidence other than the grainy photographs printed by the Mirror before it would proceed.
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