L’Oréal’s surprising reasoning for picking an OnlyFans model as a brand ambassador
The brand Urban Decay liked her ‘uncensored main character energy’
L’Oréal is facing backlash right now after a OnlyFans model called Ari Kytsya was selected as an ambassador for its make-up brand Urban Decay. Both Urban Decay and L’Oréal have come up with surprising explanations for this, ahem, controversial choice.
Ari Kytsya is a 24-year-old influencer from Seattle. She does share style tips on her social media, but she’s definitely best known for posting content on OnlyFans. Ari has 628,600 likes on the site. When Urban Decay chose Ari as the face of their “Battle the Bland” marketing campaign, it explained: “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. 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.”
Urban Decay’s branding has a youthful, edgy vibe. The make-up is aimed at young people, and is popular among teenage girls. Urban Decay’s decision surprised a lot of people, as mainstream make-up brands don’t usually collaborate with adult content creators.
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L’Oréal has owned Urban Decay since 2012. Some people questioned whether working with Ari contradicted L’Oréal’s “value charter” for collaborations with influencers. The document says content creators should share “the same Ethical principles and values” as L’Oréal. The value charter also states that influencers must “commit to not posting or have previously posted content which is at odds with our values of respect, tolerance and inclusion.” One of L’Oréal’s examples of this is “pornography”.
However, L’Oréal has defended Urban Decay’s choice of an OnlyFans model for a brand ambassador. L’Oréal’s communications team told The Guardian on behalf of Urban Decay: “Urban Decay partners with a diverse range of talent who represent the many facets of creative expression.
“Urban Decay chose US creator Ari Kytsya for her distinctive makeup artistry and her authenticity. She is known for her open and transparent dialogue with her community, fostering conversations about her personal experiences, including the joys, challenges, and risks of the industry she works in.”
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Featured images via Ari’s Instagram.
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