Balotelli was again impressive in victory at Villarreal last night.
Richards told Zoo magazine: "The guy loves himself. He thinks he's a ten out of ten.
"He says things like, 'Look at me, I'm beautiful. I could have any girl in the world' and he's not joking, either. He believes it all."
He added his Italian team-mate loves the attention he gets for his dodgy clothes and barnet.
He said: "He gets stick for his hair every day. He'll pull up in his Ferrari, step out in some horrendous clothes, we'll laugh... he won't care."