The beauty industry is no stranger to controversy, but few campaigns have ignited debate quite like this one. L’Oréal’s Urban Decay brand unveiled 24-year-old influencer Ari Kytsya as the face of its latest advertising push—and the internet immediately split in two.

For some, the move was daring, progressive, and refreshingly inclusive. For others, it was reckless—an exploitation of shock value at the expense of the brand’s credibility. What began as a makeup launch quickly turned into a cultural flashpoint, raising tough questions about where beauty marketing is headed.

Meet Ari Kytsya: From Tutorials to Taboo

Ari Kytsya is no ordinary influencer. With over 4.6 million followers across TikTok and Instagram, she’s built a strong presence through beauty tutorials, lifestyle content, and candid vlogs. Her charisma and humor have earned her a devoted fanbase.

But Ari’s career also includes a path that makes mainstream brands hesitate—her work on adult subscription platforms. Unlike many influencers who downplay or hide such associations, Ari is remarkably open. She’s described herself in blunt, unapologetic terms, embracing transparency as part of her online identity.

That honesty has made her polarizing but also powerful. In a world where influencers often curate “perfect” versions of themselves, Ari’s refusal to hide her reality has resonated with millions.

@urbandecaycosmetics if your makeup looks like everyone else’s, we don’t want it @notburnttoasthehe #urbandecay #arikytsya #blushblindness ♬ original sound – urban decay

The Provocative Campaign That Lit the Fuse

Urban Decay knew exactly what it was doing. The brand leaned directly into Ari’s background with cheeky slogans and eyebrow-raising innuendo.

One ad featured a pixelated image of Ari paired with the line: “Urban Decay likes it raw.” Another video—tagged with a sensitive content warning—showed her explaining how the company’s “uncensored makeup” could be worn “on stage, on camera, and yes, on mattresses.”

To supporters, this was playful, edgy, and consistent with Urban Decay’s reputation for breaking boundaries. To critics, it was a step too far.

@urbandecaycosmetics keeping it real, raw, + unapologetic — as always @Ari Kytsya #urbandecay #arikytsya ♬ original sound – urban decay

Critics Cry Foul: “This Is Not Empowerment”

The backlash came swiftly. Parents, advocacy groups, and even longtime customers accused L’Oréal of glamorizing explicit work to sell cosmetics.

“This partnership is not empowering—it sends a dangerous message to young people,” one critic wrote on TikTok. Others labeled the campaign “sickening” or “irresponsible,” arguing that it normalizes a career path that is both risky and stigmatized.

Adding fuel to the fire, critics pointed to L’Oréal’s own Value Charter, which requires influencers to avoid content that conflicts with “values of respect, tolerance, and inclusion.” Skeptics argued that the brand was ignoring its own rules for the sake of buzz.

The Numbers Game: When Backlash Equals Views

But while critics fumed, Urban Decay’s campaign was racking up staggering engagement. One video on the brand’s TikTok account surpassed 18.8 million views in just days.

The controversy itself became a marketing engine. News outlets reported on the backlash, fans defended Ari online, and detractors shared the ads with outrage—all of which only amplified visibility.

In the modern attention economy, outrage can be as valuable as applause. Urban Decay may have known exactly what it was stirring up.

Experts Warn of a Dangerous Precedent

Not everyone believes the campaign is harmless fun. Advocacy leaders, such as Penny East of the UK’s Fawcett Society, expressed concern about the ripple effects.

She noted that while Ari is a rare success story, most individuals entering adult platforms earn very little. The pressure to stand out, East argued, pushes many into creating increasingly explicit content.

By spotlighting Ari in a mainstream campaign, East warned, Urban Decay risks presenting an unrealistic picture of that industry—glossing over its dangers and potentially luring vulnerable young people with promises of glamour and fame.

“Ari Kytsya is an exception, not the rule,” East said. “Featuring her in a major campaign sets a worrying precedent for impressionable audiences.”

Fans Push Back: “Finally, a Brand Being Real”

On the other side of the debate, Ari’s supporters were quick to clap back. Social media platforms lit up with comments praising her honesty and celebrating Urban Decay’s decision.

“There’s been so much pearl-clutching lately, as if this is going to make teenagers dream of the adult industry,” one user wrote. “Ari has been super clear that she doesn’t encourage young women to follow her path.”

Others highlighted the double standard. Male celebrities with controversial pasts have been given lucrative brand deals without nearly as much criticism. Why, they asked, should Ari’s career automatically disqualify her from mainstream opportunities?

“She’s authentic. She’s real. That’s more than I can say for half the influencers out there,” another supporter argued.

L’Oréal’s Line in the Sand

Despite the backlash, L’Oréal has stood firmly behind Ari. The company framed the campaign as part of its broader mission to “embrace inclusivity and challenge stigma.”

In a statement to The Guardian, the brand said it values Ari’s honesty about “the joys, challenges, and risks of the industry she works in.”

The message was clear: Urban Decay isn’t backing down. By choosing Ari, it’s aligning itself with a new wave of marketing that prioritizes raw authenticity over polished perfection.

Beyond Makeup: The Bigger Cultural Question

At its core, this controversy isn’t just about a lipstick campaign. It’s about how society negotiates the boundaries of representation, empowerment, and responsibility in the age of social media.

Is Urban Decay bravely embracing inclusivity, giving a platform to someone who has built an empire on transparency? Or is it irresponsibly glamorizing an industry that advocacy groups warn can be dangerous and exploitative?

The answer likely depends on where one stands in the cultural debate about stigma, freedom, and corporate responsibility.

@sofiaelizabethsbackupSOURCE: https://www.thecut.com/article/utis-worse-common-antibiotic-treatment.html♬ original sound – Sofia Elizabeth

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The Verdict Still Out

For now, the campaign is undeniably a success in terms of visibility. Millions are talking, posting, and arguing about it. Ari has gained even more exposure, and Urban Decay has cemented itself at the center of the cultural conversation.

But the long-term impact remains to be seen. Will this open the door for more brands to collaborate with unconventional influencers—or will it become a cautionary tale of marketing gone too far?

What’s certain is that the beauty industry has once again reminded us of its power to ignite conversations far bigger than cosmetics. And whether you see Urban Decay’s gamble as brave or reckless, one thing is undeniable: it has forced society to confront uncomfortable questions about image, inclusion, and the price of shock value.