Cosmetics giant L'Oréal partners with an OnlyFans adult performer to promote Urban Decay, sparking controversy and raising ethical concerns.
Global cosmetics giant L’Oréal has partnered with Ari Kytsya, a US-based adult performer on OnlyFans, to promote its Urban Decay makeup brand. Kytsya, who boasts millions of followers across social media, also creates explicit content on OnlyFans. This collaboration has drawn criticism from the Fawcett Society, a UK women's rights charity, which expresses concern about the normalization of OnlyFans and its potential impact on young women. The Fawcett Society questions the appropriateness of Kytsya as a role model for young consumers. L’Oréal defends the partnership, highlighting Kytsya's openness about her experiences. The advertisement features pixellated images of Kytsya with a content warning. Other brands, including Visa and Diageo, have recently distanced themselves from similar collaborations with adult performers. Despite the controversy, some marketing experts believe the partnership could increase visibility for Urban Decay.
