L'Oréal Group's makeup brand Urban Decay has appointed OnlyFans content creator Ari Kytsya as a new brand ambassador, a decision that has drawn scrutiny from stakeholders and campaigners. Kytsya, known for adult content on OnlyFans, will front Urban Decay's "Battle the Bland" marketing campaign.

Urban Decay's "Battle the Bland" Campaign

Urban Decay, a brand owned by L'Oréal, has named Ari Kytsya as its new brand ambassador. Kytsya, an OnlyFans star, will lead the brand's "Battle the Bland" marketing campaign. This campaign aims to assist customers in "ditching conformity and reclaiming creativity." Urban Decay stated that the campaign responds to an industry that often avoids hiring certain content creators.

In a statement, Urban Decay described the moment as "not only bold, but historic," particularly "in a space that often plays it safe – especially when it comes to who gets a seat at the table." The brand further stated that while most beauty brands "shy away from creators who are 'too much’ for mainstream standards," Urban Decay is "leaning all the way in – embracing Ari’s uncensored main character energy."

The "Battle the Bland" initiative, launched on July 30, 2025, is described by Urban Decay as a "bold new rally cry" that disrupts the status quo. The brand, which originated in Los Angeles, states it has always celebrated self-expression and aims to inject color, innovation, and individuality into the beauty space. Urban Decay's campaign focuses on "the radical defense of creativity," championing personal style and enabling individuals to "unleash their main character energy." The brand intends to offer "anti-bland makeup," including disruptive nudes and extreme glitter, while promoting "fluid femininity."

Alongside Kytsya's announcement, makeup artist Lochie Stonehouse has joined Urban Decay as its new Resident Global Makeup Artist. Stonehouse has previously collaborated with musicians such as Lorde, Billie Eilish, and Troye Sivan. Urban Decay stated that Stonehouse "will bring an unapologetic eye to Urban Decay, aiding in re-establishing its point of view, leading campaign looks as well as reimagining product education with a performer’s mindset."

Industry Context and Reactions

The beauty industry has seen an increase in provocative and controversial marketing campaigns in 2025. For example, Dr. Squatch faced backlash in June after announcing a limited-edition soap with actress Sydney Sweeney, which reportedly contained a controversial ingredient. The men's grooming brand claimed "Sydney’s Bathwater Bliss" was infused with bath water from the Hollywood actress.

Ari Kytsya is described as a US-based adult performer who creates pornographic content on OnlyFans. She refers to herself as a "mattress actress," a euphemism for an explicit content creator. Kytsya maintains a dual online presence, producing hair and makeup tutorials and lifestyle influencer content for over 4.6 million followers on Instagram and TikTok, while her OnlyFans account offers nude images and videos of her performing sex acts to subscribers.

The Guardian reported on August 9, 2025, that L'Oréal's decision to hire Kytsya to market a makeup brand popular with teenagers has drawn criticism. Campaigners have expressed concerns that the collaboration with Kytsya risks glamorizing the pornography industry. Penny East, the new chief executive of the Fawcett Society, a UK charity focused on women's rights and gender equality, stated that the brand's decision to work with an OnlyFans star "broke a new threshold in the mainstreaming of the controversial website and its explicit content, warranting 'legitimate concern'."

The decision to collaborate with Kytsya also appears to contradict L'Oréal’s own "Value Charter," which outlines the ethical standards expected of influencers partnering with its brands.

Key Facts

  • Urban Decay, a L'Oréal-owned makeup brand, has named OnlyFans star Ari Kytsya as its new brand ambassador.
  • Kytsya will lead Urban Decay's "Battle the Bland" marketing campaign, which aims to promote self-expression and creativity.
  • Ari Kytsya is a US-based adult performer known for creating explicit content on OnlyFans, in addition to lifestyle content on Instagram and TikTok.
  • The decision to hire Kytsya has drawn criticism from campaigners, including the Fawcett Society, who express concern about the mainstreaming of adult content.
  • Lochie Stonehouse has also joined Urban Decay as its new Resident Global Makeup Artist.
  • The "Battle the Bland" campaign was launched on July 30, 2025.