Urban Decay has cast 24-year-old OnlyFans star and social media creator Ari Kytsya as the face of its new “Battle the Bland” campaign, marking what may be a pivotal moment in the evolving relationship between adult creators and mainstream brands.

Launched on July 17, the campaign positions Ari Kytsya, known for her outspoken social media presence and candid discussions about plastic surgery and sex work, as the brand’s newest ambassador. On TikTok alone, Ari Kytsya commands an audience of over 4.6 million followers, with a growing fan base drawn to her transparency and bold personality.

In the campaign’s headline video, Kytsya appears in a black leather bustier declaring, “Breaking news: we are in a blandemic,” before asking viewers, “Wasn’t makeup meant to perform on stage, on camera, and yes, on mattresses?” The branding is intentionally provocative, a nod to Urban Decay’s earlier roots in rebellious, boundary-pushing beauty marketing.

“This is honestly groundbreaking,” one Instagram commenter wrote following the campaign reveal. “First brand to work with a SW [sex work] model — such a disruptive move.”

Urban Decay, which has long used provocative product names like Vice and Get Baked, is leaning fully into Kytsya’s unapologetic persona.

In a statement, the company explained, “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.”

The campaign’s rollout began with faux-censored teaser clips on Instagram, featuring mock content warnings about “bland” material. The following day, Kytsya was revealed as the face of the project, a clear signal that Urban Decay is returning to its more daring identity while also acknowledging the shifting cultural landscape.

Ari Kytsya, who openly refers to herself as a “mattress actress,” is one of OnlyFans’ top creators, but her influence goes far beyond adult content. Through GRWM (Get Ready With Me) videos and social commentary, she has become a relatable figure for many young women, thanks in part to her honesty about cosmetic surgery and the realities of sex work.

“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 once told her followers.

While Urban Decay has previously partnered with other performers from the adult world, most notably Chloe Cherry of Euphoria in 2022, Kytsya’s campaign represents the first time a major beauty brand has featured a still-active sex worker as its lead figure.

The move also highlights a broader trend in creator culture, where adult content creators are increasingly recognized as influencers with substantial reach, particularly among Gen Z audiences. It challenges long-standing taboos about sex work in corporate marketing and underscores the commercial value of authenticity in a crowded influencer economy.

The partnership comes as cultural attitudes toward sex work continue to shift. OnlyFans and similar platforms have given adult creators unprecedented visibility and economic independence. For brands like Urban Decay, the decision to collaborate with someone like Kytsya may be controversial, but it is also timely.

“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,” the company said.

With Battle the Bland, Urban Decay isn’t just selling makeup. It’s selling a statement that sex workers, creators, and influencers like Kytsya are part of the fabric of beauty culture, whether the industry has acknowledged it in the past or not. Now, she’s not only part of the conversation. She’s leading it.

I’ve always said that adult content creators are social media influencers in their own right, with some boasting millions of followers. It’s nice to see a major beauty brand recognizing that as well. Ari Kytsya has a million followers on X and 2.4 million on Instagram, with a high engagement level. She deserves some mainstream recognition, and I, for one, am happy to see her getting it.

You can follow Ari Kytsya on X at @arikytsya.