L’Oréal defends brand collaboration with an OnlyFans model Ari Kytsya

Subtitle: L’Oréal’s Urban Decay Embraces Diversity in a Controversial Marketing Move

L’Oréal’s Urban Decay brand is making headlines with its recent selection of Ari Kytsya, a 24-year-old influencer known for her work on OnlyFans, as the face of its latest marketing campaign titled “Battle the Bland.” This decision has sparked a significant backlash and raised questions about the alignment with L’Oréal’s ethical guidelines concerning influencer collaborations.

Ari Kytsya hails from Seattle and has gained substantial popularity on OnlyFans, where she has attracted over 628,600 likes. While she shares style tips across her social media platforms, her adult content has made her a controversial figure in the beauty industry. Urban Decay’s choice to partner with her is seen as an unexpected move, as mainstream beauty brands typically avoid collaborating with adult content creators.

Urban Decay’s marketing team defended their decision, stating, “In a space that often plays it safe , especially when it comes to who gets a seat at the table – this moment feels not only bold, but historic.” The brand emphasized its commitment to embracing creators who embody a unique and expressive style, noting Ari’s “uncensored main character energy“. This strategy aligns with Urban Decay’s branding, which targets a youthful demographic seeking edgy and innovative products.

L’Oréal, which has owned Urban Decay since 2012, faced scrutiny regarding whether partnering with Kytsya contradicts its “value charter.” The charter outlines that influencers must share the same ethical principles and values as L’Oréal. Among the stipulations, influencers are expected to refrain from posting content deemed contrary to the company’s values of respect, tolerance, and inclusion. One of the examples cited in the charter is pornography, which raises questions about the suitability of an OnlyFans model as a brand ambassador.

Despite the controversy, L’Oréal has stood by Urban Decay’s decision. A spokesperson from L’Oréal stated, “Urban Decay partners with a diverse range of talent who represent the many facets of creative expression.” The company highlighted Kytsya’s unique makeup artistry and her authentic engagement with her audience, which fosters important conversations about her personal experiences in the adult content industry.

The decision to select Kytsya as an ambassador has sparked a broader conversation about the evolving landscape of beauty marketing and inclusivity. Urban Decay aims to challenge the norms of the beauty industry by showcasing a diverse array of talents, particularly those who are often marginalized in mainstream representations. This move exemplifies a growing trend among brands to embrace authenticity and individuality, appealing to younger consumers who value transparency and genuine connections with influencers.

As Urban Decay rolls out its “Battle the Bland” campaign, it remains to be seen how consumers will respond to this unconventional partnership. The beauty brand’s willingness to embrace an adult content creator signifies a shift in how beauty companies approach influencer collaborations, potentially paving the way for more inclusive and diverse representation in the industry.

Overall, Urban Decay’s choice to partner with Ari Kytsya marks a significant moment in beauty marketing, reflecting a commitment to boldness and authenticity in an industry that has often prioritized conformity. As the conversation around this campaign evolves, it underscores the importance of diversity and the need for brands to adapt to the changing expectations of their audiences.