Global cosmetics brand L’Oréal has come under fire for its decision to enlist OnlyFans model Ari Kytsya as a brand ambassador for its subsidiary makeup company, Urban Decay.
The US-based influencer — who posts lifestyle content on Instagram alongside the adult material on her OnlyFans account — was used for Urban Decay’s ‘anti-bland’ campaign last month, promoting a range of blushes and mascaras in a series of social media posts.
One TikTok ad contains pixelated images of Kytsya under the headline “[Urban Decay] likes it raw”, complete with a sensitive content warning and soundbites about “uncensored makeup” that can be used on “stage, on camera and yes on mattresses”.
Urban Decay, which was purchased by L’Oréal in 2012, is known for its provocatively named products, including a “Perversion” eyeliner, “Naked” eye shadows and “All Nighter” setting sprays.
While Kytsya’s appearance in the campaign caused a stir at the time, some have now questioned whether the partnership violates L’Oréal’s own Value Charter, which outlines ethics and guidelines around which influencers the brand uses.
One item on the Value Charter says influencers must “commit to not posting or have previously posted” pornography, as well as other content “which is at odds with our values of respect, tolerance and inclusion”.
While the collab seems to go against that commitment, L’Oréal defended its collaboration with Kytsya, saying (per The Guardian) that the campaign celebrates “the joys, challenges, and risks of the industry she works in”.
At the time of the campaign, Kytsya took to her Instagram to thank Urban Decay for “being such an accepting brand” and for giving those in her industry “a voice”.
“Thank you [Urban Decay] for seeing how powerful and real us girls in the industry are,” Kytsya wrote.
It’s one of multiple collabs struck up between brands and OnlyFans creators in recent times, with Aussie spice company Mingle Seasoning partnering with Queensland model Girthmasterr for a campaign earlier this year.
In another controversial celeb brand deal, American Eagle is still copping eugenicist allegations after *that* viral ad with Sydney Sweeney.
