Concerns over a new campaign by L’Oréal-owned Urban Decay featuring a well-known OnlyFans performer have been raised by a UK women’s and gender rights group.
The Fawcett Society has spoken out after the make-up brand named Ari Kytsya its brand ambassador last month.
Kytsya is a content creator and has a channel on the subscription adult content site OnlyFans, as well as boasting millions of followers on mainstream social media such as Instagram and X (formerly known as Twitter).
Penny East, CEO of the Fawcett Society, said in an interview that the move could encourage young girls to join the adult platform
Speaking to UK newspaper The Guardian, she 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 OnlyFans creators make very little money and the pressure to find a niche is pushing women to make increasingly explicit content.
“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 OnlyFans.
“The move to put OnlyFans content creators in high-street commercial make-up campaigns will only serve to make OnlyFans a more enticing prospect for young girls.”
A spokesperson for Urban Decay via L’Oréal’s communications team told The Guardian: “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 make-up 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.”
Cosmetics Business has contacted The Fawcett Society, L’Oréal and Urban Decay for comment.
The make-up brand unveiled its new ‘Battle the Bland’ marketing campaign with Kytsya in July, aiming to help customers “ditch conformity and reclaim creativity”.
In one social media post by the brand featuring the creator, Kytsya appears in a breaking news style video declaring “we are in a blandemic”.
In another post shared by the brand, she thanked Urban Decay “for seeing how powerful and real us girls in the industry are, and being such an amazing accepting brand and giving us a voice”.
She added that it opens “an important conversation and stepping stones for people in the industry”.
Urban Decay has teased “what’s next” for the brand
This includes “upgrading a few faves” and the brand has already revealed a new version of its best-selling setting spray – although not without controversy.
All Nigher Setting Spray has been reformulated after L’Oréal ended its15-year formulation partnership with Skindinavia.
The brand has also teased that it is “hitting the archive to bring back your faves”.
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