L’Oréal, the world's largest cosmetics and beauty company, has recently ignited a public debate by appointing Ari Kytsya, a U.S.-based OnlyFans content creator, as a brand ambassador for its widely popular makeup line, Urban Decay. This decision has attracted criticism from various quarters, including women's rights organizations, due to the adult nature of Kytsya's content and the young demographic that Urban Decay typically appeals to.
Ari Kytsya, also known as a "mattress actress," has amassed a significant following on social media platforms such as Instagram and TikTok, with over 4.6 million followers. She is known for her beauty tutorials and lifestyle influencer content. Alongside her mainstream social media presence, Kytsya also operates an OnlyFans account, where subscribers can access explicit adult content.
The partnership announcement has raised eyebrows, particularly in light of L’Oréal's "Value Charter," which outlines ethical standards for influencers, stating that partners must uphold values of respect, tolerance, and inclusion and must not have shared pornography or other content conflicting with these principles.
Despite this, L’Oréal has defended its choice, citing Kytsya's candidness regarding the adult entertainment industry and her unique makeup skills. The Guardian reports that the company values the authenticity she brings to her online persona.
Penny East, chief executive of the Fawcett Society, a UK charity focused on gender equality, has voiced her concerns, questioning the appropriateness of Kytsya as a role model for Urban Decay's younger consumers. East highlights the reality that many young women join OnlyFans hoping for financial success but often face intense pressure to create more explicit content, with most earning little to no money.
The advertisement featuring Kytsya, which has garnered over 18.7 million views on TikTok, includes pixelated images and a sensitive content warning. The campaign's tagline, "UD likes it raw," and Kytsya's statement in the video about censorship and "uncensored makeup" have added to the controversy.
Urban Decay, founded in 1996 and acquired by L’Oréal in 2012, is known for its bold product names and marketing strategies. An Urban Decay spokesperson stated that the brand collaborates with diverse talent reflecting various creative expressions and chose Kytsya for her distinctive artistry and willingness to discuss her experiences in the adult industry openly.
The debate around L’Oréal's collaboration with Kytsya comes at a time when adult performers' use of social media to reach broader audiences is under increased scrutiny. Recently, companies such as Visa and Diageo withdrew advertising from a Channel 4 documentary featuring an OnlyFans performer, indicating the complexities of mainstream brands engaging with adult content creators.
Farhad Divecha, CEO of marketing agency AccuraCast, notes the rarity of global mainstream brands using adult performers in advertising, though he acknowledges that today's market is more accepting of such strategies. Divecha suggests that controversy can sometimes boost brand visibility.
As the discussion continues, the impact of L’Oréal's decision on its brand image and the broader implications for the marketing industry remain to be seen.
