CLICHY, France—L'Oréal Group is coming under fire from stakeholder groups for hiring an OnlyFans content creator as a brand ambassador for its makeup brand Urban Decay, The Guardian reported last week.
Ari Kytsya, a performer based in the U.S. known for both her makeup tutorials and adult content, was hired to market Urban Decay's makeup, which is considered popular among teenagers. The Guardian emphasizes that Kytsya describes herself as a "mattress actress," which is a common euphemism for adult content creation.
Despite the success Kytsya demonstrates, some critics have expressed concern that L'Oréal is promoting a career as a sex worker or OnlyFans model to young girls.
"The move to put OnlyFans content creators in high-street commercial makeup campaigns will only serve to make OnlyFans a more enticing prospect for young girls," said Penny East, the chief executive officer of the Fawcett Society. Fawcett is a leading women's rights organization in the United Kingdom.
Cosmetics Business notes that a spokesperson for Urban Decay said, "Urban Decay partners with a diverse range of talent who represent the many facets of creative expression. Urban Decay chose U.S. 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," said the spokesperson.
