Beauty Brands Need to Embrace the Impact of OnlyFans Stars: A Shift from the Clean Girl Era as Urban Decay Teams Up with Creator Ari Kytsya

The much-discussed yet divisive “clean girl” trend has waned — it’s time for beauty to embrace a bit of messiness once more, and Urban Decay has enlisted content creator and OnlyFans sensation Ari Kytsya to pave the way.

On Thursday, July 17, the brand unveiled its latest venture, “Battle the Bland,” featuring the 24-year-old model. Renowned on social media for her humorous GRWMs, her candid reflections on cosmetic surgery, and unapologetic sexuality, Kytsya’s selection challenges the conventional notion of beauty ambassadors in 2025 — and it’s certainly about time.

While often overshadowed by its adult content, OnlyFans has emerged as a crucial player in creator culture, providing women, in particular, with direct access to visibility, income, and empowerment. As one of the platform’s most prominent stars, Kytsya’s influence transcends it. On TikTok, she boasts 4.6 million followers, many of whom appreciate her raw honesty. In her GRWMs, she openly discusses the cosmetic adjustments she has made. “I strive to be open about the surgeries I’ve had,” she explains in one video. “I want to prevent anyone from thinking, ‘Oh, I wish I looked like that,’ because even I don’t look like that.”

She remains candid about the realities of sex work — referring to herself as a “bop” or “mattress actress” — and delves into how the industry shapes her self-perception. She neither glamorizes nor conceals it. This kind of forthrightness connects deeply with her audience, and Urban Decay is keenly tapping into that energy.

The brand commenced its debut with a set of cleverly censored Instagram teasers emblazoned with faux warnings like “may contain boring or bland content.” The next day unveiled a series of social media clips starring Kytsya in a leather bustier, declaring, “Breaking news: we are experiencing a blandemic,” and inquiring, “Wasn’t makeup intended for the stage, the screen, and yes, even the mattresses?” The message was crystal clear, and the reaction was overwhelming, with comments like, “First brand to collaborate with a SW model, such a groundbreaking move,” surfacing.

This marks a full-circle moment for Urban Decay, a brand that initially defined its identity through boldness, featuring product names like “Naked,” “Get Baked,” “Druggie,” and “Vice.” With “Battle the Bland,” the brand re-establishes its place as beauty’s audacious elder sibling, this time opting for a lead not despite her sex work, but in celebration of her unapologetic ownership of it.

“In an arena that frequently plays it safe — particularly regarding inclusion at the table — this moment stands out as both brave and significant,” the brand stated in a press release. “While most beauty labels tend to shy away from creators deemed ‘too much’ for conventional standards, Urban Decay is wholeheartedly embracing Ari’s raw main character energy.”

This acceptance represents a major shift. Previously, sex work was heavily stigmatized. However, societal views are evolving. Platforms like OnlyFans have granted sex workers a visibility that society can no longer overlook. What once was thought to be “too provocative” is now recognized as culturally savvy and financially viable.

In many aspects, Kytsya’s role symbolizes a return to foundations in beauty. Historically, makeup was not seen as glamorous but rather controversial. In the 19th and early 20th centuries, it was linked with sex work and deception, only later transitioning into mainstream recognition through actresses and celebrities. Kytsya embodies a lineage of women who have perpetually influenced our perception of beauty, even when they were excluded. Now, she is not merely present; she is the face of the entire campaign.

This isn’t Urban Decay’s first collaboration with someone whose background challenges industry norms. In 2022, the brand enlisted “Euphoria” breakout star Chloe Cherry — a former adult film actress turned mainstream icon — to front its Vice Lip Bond campaigns. Similar to Kytsya, Cherry’s involvement highlighted Urban Decay’s cognizance of the potency of provocative creators breaking traditional boundaries.

With “Battle the Bland,” Urban Decay is shaping a new chapter in beauty marketing; one where creators like Kytsya take center stage instead of being pushed aside. It’s a daring campaign, indeed, but also a necessary recognition of the influence of sex work in mainstream culture and of the women who have continually shaped beauty. And that is something we wholeheartedly support.

Olivia Tauber is a freelance writer based in New York, devoted to telling authentic stories through personal essays and profiles. She began her career in corporate publicity at Showtime and Paramount, followed by production for “The Pivot,” an Emmy-nominated series.