Global cosmetics giant L'Oréal has recruited Ari Kytsya, a US-based adult content creator on OnlyFans, as a brand ambassador for its Urban Decay makeup line, which is popular with teenagers. The move has sparked criticism from campaigners who argue it glamorises the pornography industry.
Kytsya, who describes herself as a “mattress actress”, has a dual online persona: she posts hair and makeup tutorials on Instagram and TikTok, where she has over 4.6 million followers, while also offering explicit content on OnlyFans. Urban Decay's advertisement featuring Kytsya, viewed over 18.7 million times on TikTok, includes pixelated images and a sensitive content warning under the headline “UD likes it raw”.
Penny East, chief executive of the Fawcett Society, a UK women's rights charity, said the collaboration broke a new threshold in mainstreaming OnlyFans and warranted “legitimate concern”. She questioned whether Kytsya was an appropriate role model for young women, noting that while Kytsya is one of the few successful creators, most make little money and face pressure to produce increasingly explicit content.
The decision appears to contravene L'Oréal's own “Value Charter”, which states influencers must share the company's ethical principles and must not have posted pornography or content at odds with its values of “respect, tolerance and inclusion”. However, L'Oréal defended the partnership, praising Kytsya for her openness about “the joys, challenges, and risks of the industry she works in”.
Urban Decay, founded in 1996 and acquired by L'Oréal in 2012, is known for provocatively named products such as “Perversion” eyeliners and “Naked” eyeshadows. A spokesperson said the brand partners with a diverse range of talent representing “the many facets of creative expression”.
