*L’Oréal’s decision to enlist Ari Kytsya, a prominent OnlyFans adult content creator, as a brand ambassador for its Urban Decay makeup line has ignited a firestorm of debate.
As The Guardian reports, Urban Decay, acquired by L’Oréal in 2012, targets a youthful demographic. Kytsya, who boasts 4.6 million followers on Instagram and TikTok, blends lifestyle content with explicit material on OnlyFans, where she offers nude imagery and adult videos under the self-described title of “mattress actress.”
The partnership has drawn sharp criticism from women’s rights advocates. Penny East, CEO of the Fawcett Society, expressed alarm, stating, “We have concerns about the thousands of very young women joining the site in the hope of finding fame and fortune.”
She warned that spotlighting figures like Kytsya could glamorize OnlyFans, potentially luring young women into producing increasingly explicit content for minimal financial gain.
“Ari Kytsya is one of the few successes. She is a hugely popular and engaging influencer, with a large following across all social media platforms. She also creates highly explicit and pornographic content on OnlyFans. The move to put OnlyFans content creators in high-street commercial makeup campaigns will only serve to make OnlyFans a more enticing prospect for young girls,” East said.
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East also questioned the alignment of this partnership with L’Oréal’s “Value Charter,” which demands that influencers uphold “ethical principles” and avoid content conflicting with values such as respect and inclusion.
Urban Decay’s campaign, viewed over 18.7 million times on TikTok, features pixelated images of Kytsya with a “sensitive content” warning and the tagline “UD likes it raw.” In the ad, Kytsya declares, “censorship is out of control” and promotes “uncensored makeup” suited for “on stage, on camera and yes on mattresses.”
Kytsya expressed gratitude for the opportunity, noting, “Most brands tend to hesitate when it comes to collaborating with me because of the kind of content I create.”
L’Oréal defended the collaboration, with an Urban Decay spokesperson stating, “Urban Decay chose US creator Ari Kytsya for her distinctive makeup artistry and her authenticity.” They praised her for fostering open discussions about “the joys, challenges, and risks of the industry she works in.”
Marketing expert Farhad Divecha noted, “Today’s society is much more accepting of advertising like this than it might have been five or 10 years ago.” He suggested the controversy could boost Urban Decay’s visibility, adding, “It might not hurt Urban Decay if the controversy provokes extra eyeballs.”
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