Urban Decay Faces Criticism Over OnlyFans Creator in New UK Campaign

Urban Decay is facing backlash in the United Kingdom after naming a popular OnlyFans creator as the face of its latest campaign.

The L’Oréal-owned makeup brand appointed Ari Kytsya as a brand ambassador in July, sparking criticism from the UK-based women’s rights organization, the Fawcett Society.

Kytsya, who boasts millions of followers on Instagram and X, is also a content creator on the adult subscription platform OnlyFans.

Penny East, CEO of the Fawcett Society, warned that the move could influence young women to join the site in pursuit of fame and financial success.

East told The Guardian that most OnlyFans creators earn little income, with many feeling pressured to produce increasingly explicit material to stand out.

She noted that Kytsya is among a small group of high-profile successes on the platform, but her highly explicit content highlights the risks involved.

East argued that featuring OnlyFans creators in mainstream beauty campaigns could make the platform more appealing to underage girls.

Urban Decay, through L’Oréal’s communications team, defended its decision, describing Kytsya as a distinctive makeup artist with a strong connection to her audience.

The company said Kytsya is known for openly discussing her personal experiences, including the challenges and dangers of working in the adult industry.

The brand launched its “Battle the Bland” campaign with Kytsya to encourage customers to reject conformity and embrace creative expression.

In one promotional video styled as a breaking news segment, Kytsya declares “we are in a blandemic” to promote the brand’s products.

In another post, she thanked Urban Decay for recognizing women in her industry and giving them a platform to share their stories.

Kytsya said the collaboration opens important conversations and creates opportunities for others in the adult entertainment space.

Urban Decay has hinted at future product updates, including refreshed versions of fan favorites.

The brand recently reformulated its best-selling All Nighter Setting Spray after ending a 15-year partnership with Skindinavia.

It also teased plans to reintroduce popular discontinued products from its archives.