The popular makeup brand has hired Ari Kytsya, a young woman who describes herself as a "mattress actress" and a lifestyle influencer. With 4.6 million followers on Instagram and TikTok, she is well-known on social media for her make-up tutorials, among other things.
"One Million Moms is concerned with L'Oreal's new ad campaign for their younger brand of Urban Decay," explains Monica Cole, director of One Millions Moms. "Teens and young females … are their primary customers, and this just sends the wrong message."
Urban Decay is known for its pr-vocatively named products, including "P-rversion" eyeliners, "N-ked" eye shadows, and "All Nighter" setting spray. Cole believes L'Oreal is being "extremely irresponsible" with this sexually charged ad, and she invites anyone who agrees to petition the makeup company.
"One Million Moms is asking L'Oreal to no longer air this particular ad campaign, whether it's on social media or in commercials or any type of print marketing," Cole relays. "When they promote and support an adult OnlyFans star, they are promoting an industry of work that is not responsible, not safe, [and] not healthy."
The related petition says the signers will no longer support L'Oreal as long as they are hiring this type of star, but so far, the company stands by its decision.
"Urban Decay chose U.S. creator Ari Kytsya for her distinctive makeup artistry and her authenticity," the communications team has stated. "She is known for her open and transparent dialogue with her community, fostering conversations about her personal experiences, including the joys, challenges, and risks of the industry she works in."
The goal of One Million Moms is "to stop the exploitation of our children, especially by the entertainment media."
