Twenty-four-year-old Ari Kytsya is mostly known as an OnlyFans star, but with a massive new brand deal she’s quickly becoming more of a traditional influencer.
It was recently announced that Urban Decay, a make-up brand, has tapped Kytsya as its new brand ambassador who will lead the charge in the brand’s new ‘Battle the Bland’ marketing campaign. It seems to be a match made in heaven, as Kytsya is anything but bland.
The OnlyFans star has more than 4.6 million followers on TikTok where she regularly opens up about her plastic surgery, her makeup routine, and yes, the details of what she does over on OnlyFans.
In one video she explains: “That’s why I try to be real open about the surgeries and everything that I’ve had done. Because I don’t want anyone to look at me and be like, ‘Oh, I wish I looked like that,’ because I don’t even look like that.”
That honesty is perfect for Urban Decay’s new campaign that is all about being bold.
The campaign kicked off with images that appear to be censored with fake warnings like “may contain boring or bland content,” and then with a video revealing Kytsya wearing a leather bustier and announcing “Breaking news: we are in a blandemic.”
But then she really cranks up the boldness, asking, “Wasn’t makeup meant to perform on stage, on camera, and yes, on mattresses?”
As Kytsya has even called herself a “mattress actress” the copy is spot on, and social media users agree.
One user said: “First brand to work with a SW model, such a disruptive move,” while another added “This is honestly groundbreaking.”
That’s exactly what Urban Decay was looking for according to their statement about the campaign and choice to feature Kytsya: “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.”
In a time when “quiet luxury” and “clean girl” aesthetic are trending, beauty brands are turning to more provocative marketing choices to stand out.
Fellow makeup brand Lancôme had their own spicy campaign earlier this year featuring former Sex and the City actress Kim Cattrall promoting their Idôle Flutter Extension Lengthening Mascara with the double entendre of “size matters” as she described the product. And in January MAC Cosmetics featured seemingly-nude Martha Stewart and Julia Fox in a campaign for their nude lipstick and liner campaign.
But naked celebrities aren’t new to marketing for major brands — working with famous sex-workers is. And Kytsya’s turn as the face of Urban Decay may just signal a shift in the cultural tides.