L’Oréal has drawn criticism for hiring Ari Kytsya, a U.S.-based OnlyFans adult content creator, as a brand ambassador for its Urban Decay makeup line. The brand, known for its popularity among teenagers, launched an “anti-bland” campaign featuring Kytsya in July.

The controversial TikTok advertisement, which has garnered over 18.7 million views on Urban Decay’s platform, displays pixelated images of Kytsya beneath the headline “UD likes it raw” with a sensitive content warning. In the ad, Kytsya states that “censorship is out of control” and promotes “uncensored makeup” that performs “on stage, on camera and yes on mattresses.”

As The Guardian reports, critics point out that the collaboration appears to contradict L’Oréal’s own “Value Charter,” which establishes ethical standards for influencer partnerships. The charter explicitly states that influencers must share L’Oréal’s “ethical principles” and must not have previously posted pornography or other “content which is at odds with our values of respect, tolerance and inclusion.”

Kytsya maintains dual online personas—creating makeup tutorials and lifestyle content for her 4.6 million followers on Instagram and TikTok, while simultaneously offering explicit adult content on her OnlyFans account.

Corporate Response and Industry Reaction

L’Oréal defends the partnership, stating that Urban Decay selected Kytsya for her “distinctive makeup artistry and her authenticity.” A company spokesperson praised the content creator for her “open and transparent dialogue” about “the joys, challenges, and risks of the industry she works in.”

Penny East, chief executive of the Fawcett Society, expressed concern about the normalization of adult content platforms, noting that “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.”

Farhad Divecha, CEO of digital marketing agency AccuraCast, observed that this represents a departure from typical mainstream brand partnerships. “Today’s society is much more accepting of advertising like this than it might have been five or 10 years ago. Brands want eyeballs,” he said in a statement, suggesting the controversy could generate additional visibility for Urban Decay.

L’Oréal’s ethical marketing guidelines emphasize transparency, protection of vulnerable audiences, and respect for diversity. The company’s influencer policy specifically stresses alignment between influencers’ values and brand values, while prioritizing the well-being of audiences.

Kytsya has publicly thanked Urban Decay for the opportunity, noting that “most brands tend to hesitate when it comes to collaborating with me because of the kind of content I create.”

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