The 25-year-old singer had been in negotiations with the cosmetic giant and was set to brush aside Cheryl Cole by signing a four-year advertising contract, the Mirror reported.
A source said that L'oreal was in negotiations for the deal with the 'Rolling In The Deep' hitmaker and it looked to be happening, but she changed her mind.
The insider added that L'Oreal is gobsmacked that she turned down such a huge amount.
Adele had earlier insisted that she is against selling out, claiming that she dislikes artists who are constantly in everyone's face.
--ANI (Posted on 10-11-2013)