Make-up brand Urban Decay has named OnlyFans star Ari Kytsya its new brand ambassador.
The model – who features on the subscription-based social media platform where content creators can share exclusive content with their subscribers – will front the L'Oréal-owned business’ ‘Battle the Bland’ marketing campaign.
The make-up campaign aims to help customers “ditch conformity and reclaim creativity” and has been made in response to an industry that shies away from hiring certain content creators, according to the brand.
Urban Decay said in a statement: “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.”
Alongside the new ambassador announcement, make-up artist Lochie Stonehouse has joined the brand as its new Resident Global Makeup Artist.
Stonehouse has worked with musicians such as Lorde, Billie Eilish and Troye Sivan.
Urban Decay continued in its statement: “Lochie will bring an unapologetic eye to Urban Decay, aiding in re-establishing its point of view, leading campaign looks as well as reimagining product education with a performer’s mindset.”
The beauty industry has been doubling down on more provocative and controversial marketing campaigns in 2025.
Dr. Squatch sparked a backlash after announcing the launch of a limited-edition soap with actress Sydney Sweeney in June, which contains a controversial ingredient.
Sydney’s Bathwater Bliss was infused with bath water from the Hollywood actress, the men’s grooming brand claimed.
This followed a previous campaign in 2024, which saw Sweeney play the brand's 'body wash genie' in a series of adverts where she becomes "ultimate grooming wish-granter for men".
Lancôme, meanwhile, released a ‘saucy’ campaign in March for Idôle Flutter Extension Lengthening Mascara starring 68-year-old Sex and The City actress Kim Cattrall.
In the campaign, Cattrall praises the mascara’s lengthening and long-lasting properties and talks about why “size matters”.
Martha Stewart and Julia Fox were also among the A-listers who stripped down for MAC Cosmetics’ nude lipstick and liner campaign in January.
The ‘I Only Wear M·A·C’ campaign features “a series of explicit images of outspoken cultural icons” to celebrate the make-up brand’s new versatile 28-piece Nudes Collection.
Related content:
- Dr. Squatch hires Sydney Sweeney to become a 'body wash genie' for men
- Julia Fox and Martha Stewart strip down in MAC’s nude lipstick campaign
- Lancôme taps Sex and The City star Kim Cattrall for ‘extra length’ mascara campaign
- Dr. Squatch sparks backlash after launching Sydney Sweeney bathwater soap