Urgent Concern: L’Oréal’s Collaboration with Pornography Industry.
L’Oréal’s Urban Decay brand has appointed Ari Kytsya, an adult content creator on OnlyFans, as a brand ambassador, in a campaign heavily promoted to teenage audiences. We are deeply concerned that this partnership glamourises the pornography industry, an industry proven to fuel violence against women, normalise sexual exploitation, and harm young people’s perceptions of healthy relationships.
Along with sister organisations, Kairos Women Working Together, nia | Ending Violence Against Women and Girls, Women At The Well and CEASE, we have written to L’Oréal calling on it to distance itself from an industry that profits from the degradation of women and to uphold its own stated ethical principles.
14th August 2025
Dear L’Oréal,
Subject: Urgent Concern: L’Oréal’s Collaboration with Pornography Industry.
We are writing to express our deep concern regarding L’Oreal’s Urban Decay’s recent collaboration with Ari Kytsya, an adult content creator known for producing pornographic material on OnlyFans.
Extensive research has shown that pornography is not a harmless form of entertainment, as shown in Baroness Bertin’s independent review this year; it is strongly associated with increased sexual aggression, male entitlement and violence against women and girls. Regular pornography consumption can increase the likelihood of coercive sexual attitudes and behaviours. This is not an abstract concern: the pornography industry is built on the sexual objectification of women, the normalisation of sexual violence and the exploitation of vulnerable women.
By glamorising and platforming someone in the porn industry as a brand ambassador, L’Oréal risks aligning itself with an industry that causes demonstrable harm to women and girls. Your own ‘Value Charter’ explicitly prohibits content that conflicts with respect, tolerance and inclusion – values fundamentally undermined by pornography’s systemic exploitation and degradation of women.
L’Oréal has a global influence and a powerful voice in shaping cultural norms, especially for young consumers. Partnering with someone whose notoriety comes from the sexual commodification of women sends a damaging message to the teenage girls who form a key part of your customer base. It also legitimises OnlyFans as a career pathway – despite growing evidence that the vast majority of women on the platform face economic precarity, coercion to produce more extreme content and significant long-term harm.
We ask L’Oréal to:
Publicly commit to distancing your brands from the pornography industry and its representatives.
Review your influencer partnerships to ensure they align with your stated ethical principles.
Use your platform to promote role models who empower young women without normalising sexual exploitation.
As a global leader in beauty, you have an opportunity and a responsibility to champion women’s dignity and equality, rather than endorsing an industry that profits from their degradation.
Yours faithfully,
Sally Jackson, Global lead for violence against Women and Girls, FiLiA
Hannah Shead, Lead for Women First, FiLiA
Kellie Ziemba, CEO, Kairos Women Working Together
Jodie Woodward, Chief Executive, nia
Sarah Green CEO, Women at The Well
Gemma Kelly, Head of Policy and Public Affairs, CEASE