Ads under the influence: social media influencers are taking over
Advertisers have turned to social media influencers to help reach a younger audience, but are facing criticism along the way.
Image by Cybernews
Advertisers have turned to social media influencers to help reach a younger audience, but are facing criticism along the way.
Recently, two makeup companies have used social media influencers to help market their products.
Urban Decay hired adult content creator and influencer Ariel “Ari” Kytsya as the face of its anti-bland broadcast, which celebrates individuality and bold looks.
@urbandecaycosmetics expression gets flagged. conformity goes viral. censorship is out of control… just ask @Ari Kytsya #urbandecay #arikytsya ♬ original sound - urban decay
The ad, which has been uploaded to TikTok, has almost 19 million views and thousands of comments, many of which are actually commending Urban Day for their support of sex workers.
@urbandecaycosmetics breaking news: we are in a blandemic. it’s not just makeup that’s suffering, it’s individuality. let’s blur the bland and put bold, self-expression back at center stage. @Ari Kytsya #urbandecay #arikytsya ♬ original sound - urban decay
There are multiple videos on Urban Decay’s social media featuring Kytsya, which show the self-proclaimed “mattress actress” doing what she does best, making TikTok videos.
@urbandecaycosmetics if your makeup looks like everyone else's, we don't want it @notburnttoasthehe #urbandecay #arikytsya #blushblindness ♬ original sound - urban decay
Kytsya said that she was “genuinely thrilled” that Urban Decay had chosen to work with her, as “most brands tend to hesitate when it comes to collaborating” due to the content she creates.
@urbandecaycosmetics yeah we’re bored of the bland too 🥱 @Ari Kytsya #urbandecay #arikytsya ♬ original sound - princessa
The brand, owned by the worldwide beauty company L’Oréal, justified its decision to hire Kytsya, saying they hired the OnlyFans model for her “makeup artistry and authenticity,” according to The Guardian.
However, certain groups, like the Fawcett Society, are skeptical of the partnership, suggesting that this ad might prompt young people to start an OnlyFans account.
The Fawcett Society CEO told The Guardian that the gender equality and women’s rights group has concerns that “thousands of very young women” will join the site.
Urban Decay chose to use an OnlyFans model in a high-street commercial makeup campaign, which the CEO told The Guardian will make the prospect of adult content creation more appealing.
However, social media users’ reactions were overwhelmingly positive, with TikTok users saying that Urban Decay was smart to bring an adult content creator on board.
“Loved Urban Decay before BUT NOW I LOVE IT EVEN MORE,” said one TikTok user, with another saying how much Kytsya deserves the brand deal.
While all the comments seem to be positive, some people still believe that women who do porn are the problem with society.
“Why is this being normalized?” one TikTok user added, while another person said we are living in a “doomed society.”
But Urban Decay isn’t the only beauty brand to hire a controversial figure to promote its brand.
ELF also wants a piece of the action.
Urban Decay isn’t the only brand pushing boundaries
Recently, ELF Cosmetics partnered with the controversial internet comedian Matt Rife, who plays a lawyer in the latest ad alongside drag queen Heidi N Closet.
ELF’s choice is surely similar to Urban Decay’s decision to hire Kytsya. Both brands are attempting to reach the younger generation of social media users with the hope of maintaining their relevance.
However, ELF has been highly criticized for hiring Rife after his controversial humour surrounding domestic violence made headlines.
After making the joke about domestic violence, Rife defended the joke by making another edgy joke.
Rife uploaded a story to Instagram aimed at the people who took offense to the domestic violence comment.
However, when clicking on the link “tap to solve your issue,” it redirected users to a site that sells helmets for people with disabilities, as per The Independent.
Social media users really seem to have a problem with Rife and ELF using him in its ads.
“Just saw Elf Cosmetics' new ad… be so for real right now, just added elf to brands I will no longer be buying from because what do you mean you chose Matt Rife, a man who jokes about domestic violence as a face of your ad and brand when your audience is well over 80% women… f*ck Elf Cosmetics!,” said one angry X user.
just saw elf cosmetics new ad… be so fr rn just added elf to brands i will no longer be buying from bc wdym you chose matt rife, a man who jokes about DV as a face of your ad and brand when your audience is well over 80% women… fuck elf cosmetics! pic.twitter.com/g5jtcAqSwM
undefined mia ೀ 🎭 (@ifleurdi) August 13, 2025
“Elf Cosmetics is now being 'canceled' because they used Matt Rife in an ad…,” said another user.
e.l.f. cosmetics is now being “canceled” because they used matt rife in an ad…🤣 pic.twitter.com/kMcHKVYBrr
undefined blonde conservative (@blondeconserv1) August 13, 2025
Dozens of other users even questioned why Rife would be in a makeup commercial in the first place.
Social media is the place to be, and advertisers are using the chronically online to their advantage – and, it seems, sometimes to their detriment.