Who is Ari Kytsya? L’Oréal’s new urban decay model sparks outrage

Ari Kytsya has been hired as the new ambassador of Urban Decay, the L'Oréal-owned cosmetics brand. The brand, which is known for its bold, edgy marketing, appointed the On*yF*ns creator, who has sparked outrage over the mainstreaming of adult content creators.

Ari Kytsya, a US-based internet personality, adult performer as well as a content creator with over 4.6 million followers on social media platforms Instagram and TikTok, is now the face of Urban Decay's Battle the Bland campaign. The brand claims the cooperation is aimed to “ditch conformity and reclaim creativity,” as they praise Kytsya for her “uncensored main character energy” and openness regarding the adult industry.

The brand, Urban Decay, released a statement saying:

“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."

They added:

“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 brand revealed the new appointed Resident Global Makeup Artist as they announced Ari Kytsya as the new ambassador. Lochie Stonehouse, the make-up artist who has worked with names like Lorde, Troye Sivan, and Billie Eilish, has been announced as the new Resident Global Makeup Artist. The statement read:

"Lochie 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.”

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More details about Ari Kytsya

Ari Kytsya, born Ariel Danyluk, is a Ukrainian-Canadian model, influencer, and singer. She rose to prominence in 2016 when she began sharing travel and lifestyle photographs on Instagram, eventually developing a strong personal brand in swimwear and beauty content.

Kytsya is professionally represented by The Angel Agency and has modeled for brands like Boutine Los Angeles. She is also recognized for her cosmetic tips and transformation videos on TikTok. Along with being a content creator. Ari Kytsya has also been making music with her sisters for over a decade.

Ari Kytsya's On*yF*ns account contains NFSW content, which she freely promotes while also providing practical guidance to people interested in entering the industry. She has advised potential performers, particularly those under 18, to take their time before committing while also emphasizing the financial freedom that the business may provide.

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The campaign and the backlash

Urban Decay's advertisement video has been viewed more than 18.7 million times already, as the advertisement starring Kytsya features a TikTok video with a sensitive content warning and the headline, "UD likes it raw," in which she calls for “uncensored makeup” that performs “on stage, on camera, and yes on mattresses.”

According to marketing experts, the issue might increase brand awareness. Farhad Divecha, CEO of AccuraCast, points out that "brands want eyeballs" and that today's consumers are more receptive to unconventional advertising than in the past.

Penny East, the new CEO of the Fawcett Society, the UK's leading charity campaigning for women's rights and gender equality, stated that the brand's decision to collaborate with an On*yF*ns star marked a new milestone in the mainstreaming of the controversial website and its explicit content, causing "legitimate concern." East said:

“We have concerns about the thousands of very young women joining the site in the hope of finding fame and fortune. The majority of On*yF*ns creators make very little money, and the pressure to find a niche is pushing women to make increasingly explicit content,”

East continued:

“Ari Kytsya is one of the few successes. She is a hugely popular and engaging influencer, with a large following across all social media platforms. She also creates highly explicit and pornographic content on On*yF*ns. The move to put On*yF*ns content creators in high-street commercial makeup campaigns will only serve to make On*yF*ns a more enticing prospect for young girls.”

According to The Guardian, hiring Ari Kytsya also brings in L'Oréal's ethical standard to question, as the move contradicts the brand's "Value Charter" where they specifically outlined the guidelines that the influencers must follow as they associate with their businesses. One of the guidelines clearly states that they should share "ethical principles" as the company and not have engaged in any p*rn*graphic content and other “content which is at odds with our values of respect, tolerance and inclusion”.

L’Oréal defended the On*yF*ns actress and praised her for talking about “the joys, challenges, and risks of the industry she works in”. As the new brand ambassador, she also thanked the company and Urban Decay for giving her an opportunity. She said:

“Most brands tend to hesitate when it comes to collaborating with me because of the kind of content I create.”

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Ari Kytsya's appointment has sparked debates on the internet about where the line should be drawn for ethical marketing and creative expression. As in this year itself, there have been many controversial campaigns like the Sydney Sweeney bath soapwater and the Bonnie Blue documentary "1000 Men vs Me", to name a few.

Stay tuned to Soap Central for more information.