Global cosmetics company L’Oréal is facing public criticism after hiring a pornographic content creator from OnlyFans to promote Urban Decay, a makeup brand widely sold in high street stores and considered popular among teenagers.
The company selected Ari Kytsya, a U.S.-based performer, as a brand ambassador for Urban Decay.
Kytsya describes herself as a “mattress actress,” a term used to refer to adult content performers.
She has built a dual online presence, producing mainstream beauty content while also working in the adult industry.
Kytsya’s following on Instagram and TikTok totals more than 4.6 million users, where she regularly posts hair and makeup tutorials and lifestyle influencer content.
In addition to these public channels, she operates an OnlyFans account, a platform used by millions to share adult content.
Subscribers there can access nude photos and explicit videos of her performing sex acts.
The partnership with Urban Decay has prompted concerns from women’s rights advocates, including the Fawcett Society, a UK charity focused on gender equality.
Penny East, the organization’s chief executive, said the decision to feature an OnlyFans performer in a global cosmetics campaign crossed a new threshold in mainstream acceptance of the platform, calling the move cause for “legitimate concern.”
The criticism comes against the backdrop of L’Oréal’s own “Value Charter,” a document outlining ethical guidelines for influencers representing its brands.
The policy states that those partnering with the company must share its ethical principles and must not have posted pornography or other content “at odds with our values of respect, tolerance and inclusion.”
Despite the language in its Value Charter, L’Oréal defended the decision to hire Kytsya.
The company said she is recognized for her openness about the “joys, challenges, and risks” of the industry in which she works.
It also highlighted her distinctive makeup artistry and the authenticity she brings to her social media presence, according to reporting from the Guardian.
East expressed concern over whether Kytsya was an appropriate role model for the brand’s younger audience.
She noted that many young women are signing up for OnlyFans in hopes of finding financial success or online fame. However, she said the majority earn little money, and the competition and pressure often lead to producing increasingly explicit material.
“Ari Kytsya is one of the few successes,” East said.
“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.”
East added, “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.”
The Urban Decay advertisement featuring Kytsya has been viewed more than 18.7 million times on the brand’s TikTok account.
The video contains pixelated images of her and carries a sensitive content warning.
The campaign appears under the headline “UD likes it raw.”
In the video, Kytsya says, “Censorship is out of control” and promotes “uncensored makeup” designed to perform “on stage, on camera and yes on mattresses.”
Urban Decay was founded in 1996 and purchased by L’Oréal in 2012.
The brand is known for its provocative product names, such as “Perversion” eyeliners, “Naked” eye shadow palettes and “All Nighter” setting sprays.
In a statement, an Urban Decay spokesperson said the brand works with “a diverse range of talent who represent the many facets of creative expression.”
The spokesperson said Kytsya was chosen for her distinctive makeup artistry and for her willingness to speak openly about her personal experiences, including the realities of her career in the adult entertainment industry.
Kytsya has promoted the benefits of entering the adult content creation industry to her TikTok followers, suggesting it can be financially rewarding.
She has told viewers that if someone “goes full out” in the industry, they can earn enough to buy property, run Airbnb rentals, or invest in other ventures.
She has also offered practical guidance for those considering a similar career path.
She recommends regular testing for sexually transmitted infections and has warned that women who have just turned 18 should not rush into adult entertainment without taking time to consider the long-term implications.
The controversy around L’Oréal’s collaboration comes amid heightened attention on high-profile adult performers using social media platforms to reach large audiences.
Just last week, the Guardian reported that payment processor Visa and drinks company Diageo pulled advertising from a Channel 4 documentary called “1,000 Men and Me.”
The film followed OnlyFans performer Bonnie Blue, who gained fame on the site and attempted to record herself having sex with 1,000 men. OnlyFans declined to host her videos of the event.
Farhad Divecha, CEO of the international marketing agency AccuraCast, said he was unaware of any other global mainstream brands currently using adult performers in advertising.
He observed that today’s market is more accepting of such strategies than in past years, and that controversy can sometimes result in higher visibility for a brand.
The post L’Oréal Under Fire After Hiring OnlyFans Porn Model, Self-Proclaimed ‘Mattress Actress’ to Promote Teen-Favorite Makeup Brand appeared first on Resist the Mainstream.
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Author: Jordyn M.
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