L’Oréal Faces Backlash for Hiring OnlyFans Creator as Urban Decay Brand Ambassador.
Paris, France – Cosmetics giant L’Oréal is facing criticism after its subsidiary brand, Urban Decay, hired OnlyFans model and content creator Ari Kytsya to promote its new “Battle the Bland” campaign. The move has ignited a debate about brand partnerships, influencer marketing, and the responsibility of companies whose customer base includes a large number of teenagers and young people.
Kytsya, who is described as a “mattress actress,” a euphemism for a pornographic performer, has a significant following across social media platforms, including nearly five million followers on TikTok. She is widely known for her adult content on OnlyFans, where she creates pornographic images and videos for paying subscribers. Despite also producing makeup tutorials and lifestyle content, it is her work in the adult film industry that has brought her the most attention.
In a video for Urban Decay’s TikTok, which has been viewed nearly 19 million times, Kytsya tells viewers that “censorship is out of control” and promotes “uncensored makeup” that performs “on stage, on camera and yes on mattresses.” The campaign’s tagline, “uncensored main character energy,” is a direct nod to her persona. However, this partnership appears to be in direct contradiction with L’Oréal’s own “Value Charter,” which reportedly prohibits brand ambassadors from posting or having a history of posting pornography.
The decision has drawn sharp criticism from women’s rights groups, including the UK-based Fawcett Society. Penny East, the society’s new CEO, voiced concerns that using a successful OnlyFans creator in a high-street makeup campaign could make the adult content industry a more enticing prospect for young, impressionable girls. “The majority of OnlyFans creators make very little money and the pressure to find a niche is pushing women to make increasingly explicit content,” East stated. While Kytsya herself has spoken about the “danger” in her line of work and advises young people not to rush into the industry, critics argue that a high-profile partnership like this normalizes a profession with significant risks.
Urban Decay, which was acquired by L’Oréal in 2012, is a brand popular with young consumers and is known for its provocatively named products like “Perversion” eyeliners and “Naked” eyeshadows. The brand has defended its choice, stating that it “partners with a diverse range of talent who represent the many facets of creative expression.” A spokesperson for Urban Decay highlighted Kytsya’s “distinctive makeup artistry and her authenticity,” as well as her “open and transparent dialogue with her community” about the challenges and risks of her industry.
The controversy highlights a growing tension between brands’ desire for authentic, engaging influencers and the need to maintain brand values and corporate responsibility. As influencer marketing continues to evolve, L’Oréal’s partnership with Kytsya is set to be a key case study for how brands navigate these complex waters, particularly when their target audience includes a wide age range.