Global cosmetics company L’Oréal is facing public criticism after hiring a pornographic content creator from OnlyFans to promote Urban Decay, a makeup brand widely sold in high street stores and considered popular among teenagers.
The company selected Ari Kytsya, a U.S.-based performer, as a brand ambassador for Urban Decay.
Kytsya describes herself as a “mattress actress,” a term used to refer to adult content performers.
She has built a dual online presence, producing mainstream beauty content while also working in the adult industry.
Kytsya’s following on Instagram and TikTok totals more than 4.6 million users, where she regularly posts hair and makeup tutorials and lifestyle influencer content.
In addition to these public channels, she operates an OnlyFans account, a platform used by millions to share adult content.
Subscribers there can access nude photos and explicit videos of her performing sex acts.
The partnership with Urban Decay has prompted concerns from women’s rights advocates, including the Fawcett Society, a UK charity focused on gender equality.
Penny East, the organization’s chief executive, said the decision to feature an OnlyFans performer in a global cosmetics campaign crossed a new threshold in mainstream acceptance of the platform, calling the move cause for “legitimate concern.”