L’Oréal has sparked controversy by partnering with OnlyFans model Ari Kytsya as an ambassador for its Urban Decay brand. The collaboration has drawn criticism for potentially conflicting with the company's values against pornographic content. Despite the backlash, L’Oréal defends the decision, highlighting Kytsya's transparency about her industry. The campaign has gained significant attention, with nearly 20 million views on TikTok.
L’Oréal Partners with OnlyFans Model for Urban Decay Campaign
L’Oréal Partners with OnlyFans Model for Urban Decay Campaign
The global cosmetics giant L’Oréal has enlisted OnlyFans model Ari Kytsya as an ambassador for the makeup brand Urban Decay, reports The Guardian.
Seattle-based Ari Kytsya maintains two online profiles. On Instagram and TikTok, where she has 4.6 million followers, Kytsya offers makeup and hairstyling tips, while on the subscription platform OnlyFans, she sells nude photos and explicit sex videos.
Penny East, CEO of the UK equality organization Fawcett Society, states that L’Oréal's collaboration violates the company's values, which prohibit pornographic content. East also warns that Kytsya may attract young women to an industry where "most earn little and are pressured to become increasingly explicit."
L’Oréal defends the decision, emphasizing Ari Kytsya's "openness and honesty about both the risks and joys" in her industry.
Viewed by Nearly 20 Million
The advertisement, viewed over 18.7 million times on TikTok, describes the makeup as "uncensored" and suitable "on stage, in front of the camera, and yes, in bed."
Farhad Divecha, CEO of the international digital marketing company AccuraCast, sees untapped potential in adult sites.
- It might not harm Urban Decay if the controversy leads to extra visibility, he says.
Kytsya herself thanks Urban Decay.
- Most brands hesitate to collaborate with me because of the content I create, she says according to The Guardian.