Urban Decay has launched their latest campaign, and they’re doing more than just selling makeup this time. The beauty giant has teamed up with viral influencer and OnlyFans creator Ari Kytsya to throw shade at trends that play it safe. As is the way with Urban Decay, they’re actively pushing beauty back into bold territory.

Ari Kytsya is a 24-year-old influencer and OnlyFans creator best known for her viral “Get Ready With Me” videos. Her style is comedic, unfiltered, fiercely self-aware, and very pro–sex work. Kytsya regularly discusses taboo topics like cosmetic surgery and her work in the adult entertainment industry with full transparency. She’s a wildly popular OnlyFans model who advocates for the destigmatization of adult content. In a digital landscape that typically rewards curated perfection, Kytsya stands out for her unapologetic approach to the content she creates and shares.

Urban Decay is a makeup brand that first appeared on the scene in 1996. When they debuted, they presented as a rebellious alternative to the soft, neutral beauty trends that were popular at the time. They’re known for the edgy names they give their shades, like “Asphyxia,” “Oil Slick,” “Midnight Cowboy,” and “Druggie.” In 2010, they launched the cult-favorite Naked palette, which redefined the way beauty brands approach nude tones. They’ve built their brand on a long-standing commitment to cruelty-free products and artistic freedom, with a target market of people who see makeup as creative rebellion.

Urban Decay recently launched their “Battle of the Bland” campaign with Ari Kytsya as the lead face. Their target with this campaign is the rise of “safe” beauty taking the lead in generic influencer culture. The campaign calls out the industry-wide “blandemic” of what they’re calling washed-out aesthetics. The visuals are maximalist, bold, and chaotic, throwing them in direct contrast to the clean girl trend. Ari’s presence at the forefront of the campaign reinforces their central message: embrace what’s real, messy, and powerful.

This isn’t the first time Urban Decay has intentionally partnered with an adult performer. In 2022, they collaborated with Chloe Cherry, the former adult star and Euphoria actress. Urban Decay has never shied away from platforming provocative figures within their brand, and Ari’s casting continues their tradition of embracing stigmatized talent. The brand has a history of highlighting those who really shape the beauty industry: people who dwell outside the mainstream.

Beauty trends have been shaped by stigmatized bodies and marginalized communities for centuries. Stage actresses and courtesans set the tone for what was popular in the 18th century. Drag queens are directly responsible for revolutionizing contour and highlighting. Sex workers have always been the ones to popularize bold new makeup looks that are adopted on a wider cultural scale. These groups all have a storied history of pushing boundaries while mainstream culture maintains the beauty status quo. Ari Kytsya fits right in with that legacy, with her openly sexual, highly styled content. Urban Decay’s casting choice is less of a publicity stunt and more of a full-circle moment.

In an industry clinging to safe trends with both hands, Urban Decay is choosing to swing the other way. Ari Kytsya isn’t a “safe” choice—and that’s the whole point. While other brands continue to shy away from bold moves, Urban Decay is doing what they’ve always done: pushing boundaries.