Last week, Urban Decay, a significant national cosmetics brand, created a firestorm with a marketing decision. They’ve selected adult performer Ari Kytsya to be their new brand ambassador. Social equity Urban Decay was created in 1996. It soon became known for its daring products with suggestive titles, such as the “Perversion” eyeliners, “Naked” eye shadows, and “All Nighter” setting sprays. In 2012, the free-spirited, philanthropic brand was acquired by L’Oréal, expanding the brand’s profits potential and cultural impact.
In doing so, Ari Kytsya has won the hearts and minds of more than 4.6 million combined Instagram and TikTok followers. She continues to post daily hair and makeup tutorials, all while fully committing to her new title as an adult content creator. Though she jokingly calls herself a “mattress actress,” a euphemism for her former adult industry work, her inspiration is serious. The ad with Kytsya has since amassed upwards of 18.7 million views on Urban Decay’s TikTok account. It features exciting visually striking pixellated images of the adults performers, edged with a sensitive content warning.
Kytsya’s inclusion to Urban Decay sparked concern about normalizing explicit content in the beauty industry. Critics say that this collaboration would establish a precedent that legitimizes adult content in marketing aimed at minors. As Penny East, CEO of the UK’s Fawcett Society, pointed out, there is a pernicious lack of accountability built into this partnership. She stressed the risks young women encounter when they enter the adult industry looking for fame and fortune.
“We have concerns about the thousands of very young women joining the site in the hope of finding fame and fortune. The majority of OnlyFans creators make very little money and the pressure to find a niche is pushing women to make increasingly explicit content,” – Penny East
Despite the controversy, Urban Decay’s spokesperson defended the decision, stating that the brand collaborates with artists who embody diverse creative expressions. Kytsya’s unconventional approach to makeup artistry was especially appealing, according to the spokesperson. They specifically thanked and commended her for being honest and upfront about her career journey.
“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.” – Urban Decay spokesperson
Read what marketing experts are saying about this incredible partnership. We’re in a world where society is becoming more accepting of radical advertising approaches. Farhad Divecha said that brands are always looking to capture attention and there is a lot of untapped potential in partnerships like this.
“Today’s society is much more accepting of advertising like this than it might have been five or 10 years ago. Brands want eyeballs. As a marketer, I see untapped potential in those sites,” – Farhad Divecha
Divecha acknowledged that many would find this public-private collaboration to be problematic. It might just increase Urban Decay’s reach and generate more positive press attention.
“Might not hurt Urban Decay if the controversy provokes extra visibility.” – Farhad Divecha
Kytsya has written about her experiences in the industry and what it means for young women today. She hopes that others will consider becoming adult content creators for the monetary freedom, flexibility and transparency it can bring. She warns beginners to proceed with care.
“The thing about my job is if you go full out you can make enough money to start your own thing whether that’s buying houses or doing Airbnbs and investing,” – Ari Kytsya
She has cautioned girls who have recently turned 18 against rushing into the adult industry without fully understanding its challenges.
“Most brands tend to hesitate when it comes to collaborating with me because of the kind of content I create.” – Ari Kytsya
The ad campaign also calls attention to Kytsya’s idea of “uncensored makeup”. She created this makeup to last through the hottest lights—and yes, onto your own household mattresses. This edgy cultural appropriation would be a perfect fit for Urban Decay’s disruptive marketing pedigree. Beauty Under Fire does get you thinking – where should beauty brands draw the line between make-up ideals and overtly adult content?