The viral yet polarizing “Clean girl” era is over – it’s time for beauty to get some Dirty Again, and Urban Decay lost Onlyfans star and content creator Ari Kytsya To make it happen.
Thursday, July 17, the makeup brand was launched ”Fight to bland“A campaign that is fronted by the 24-year-old model. Known on social media for her comic GRWM, Candid takes on plastic surgery and open sexuality, Kytsyas casting disturbs traditional ideas about who becomes a beauty ambassador 2025- and it’s about time.
Although it is often reduced to their adult content, only fans have become an important force in the creator culture, in particular to give women a direct line of visibility, income and independence. Kytsya is one of the platform’s biggest stars, but her influence extends far beyond that. On TiktokShe has taken up 4.6 million followers, many of them women are drawn to her blunt transparency. In GRWMS, she talks openly about the cosmetic procedures she has undergone. “That’s why I’m trying to be really open about the operations and everything I’ve done,” she says in a video. “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.”
She is equally honest about the reality in sex work-kallas a “bop” or “mattress actress”-and explains how the industry affects her self-image. She doesn’t glamorize it, but she doesn’t hide it either. That kind of sincere energy reason deeply with its audience, and that’s exactly what Urban Decay loses.
The brand’s roll-out began with a series of faux-censored Instagram teasers stamped with vigorous warnings that “may contain boring or bland content.” The following day came the disclosure: a series of social videos where Kytsya, dressed in a leather bustier, explains, “Breaking News: We Are in a mixedemic,” Before he asked, “Was not makeup intended to perform on stage, on the camera and yes, on mattresses?” The message was high and clear – and so was the reception. Comments were poured: “The first brand to work with a SW model, such a disturbing feature,” wrote one. “This is honestly groundbreaking.”
It is a return to the form of Urban Decay, a brand that built its identity on provocation, with product names such as “Naked”, “Get Baked”, “Drugie” and “Vice.” With “Battle the among”, the brand recycles its place as Beauty’s rebellious older sister, this time this management does not choose despite her sex work, but because of how unapologetically she owns it.
“In a space that often plays it safely – especially when it comes to who can fit at the table – this moment not only feels bold, but historically,” said the brand in a press release. “While most beauty brands are away from creators who are” too much “for mainstream standards, Urban Decay leans all the way in – embrace Ari’s uncensored main person energy.”
As embraces mark a turning point. Until recently, it came to be sex workers with a huge stigma. But the cultural tide changes. Platforms such as Onlyfans have given sex workers visibility and reach society can no longer ignore. What was once considered “too explicitly” is now seen as culturally fluid and commercially valuable.
And in many ways, Kytsy’s role gives beauty throughout the circle. For centuries, makeup was not considered glamorous, but rather taboo. In the 19th and early 1900s it was associated with sex work And fraud, only later becomes mainstream through actresses and celebrities. Kytsya represents a stammer of women who have always shaped how we see beauty, even when they were not invited into the room. Now she is not only in the room, she is the face of the whole campaign.
It is not Urban Decay’s first time that collaborates with someone whose background undermines the industry’s expectations. In 2022, the brand dropped “Euphoria” Breakout Chloe Cherry – A former porn actress turned the mainstream star – to lead his vice lipbond campaigns. Like Kytsya, Cherry’s casting marked another example of urban decay that recognizes the power of provocative creators who defy traditional industrial standards.
With Battle the, Urban Decay sets the tone for a new era of beauty marketing; One where creators like Kytsya are not on the page but centered. It is a bold campaign, yes, but it is also a dilapidated recognition of Sex Works influence on the mainstream culture and of the women who have shaped beauty all the time. And that’s something we feel really good about.
Olivia Tauber Is a freelance writer based in New York, is passionate about creating authentic stories through personal essays and profiles. Her career began in the company’s publicity at Showtime and Paramount, followed by production for “The Pivot”, an Emmy-nominated series.