Urban Decay’S Sexy Rebrand: Teaming Up With Onlyfans Star Ari Kytsya To Shake Things Up - Fresh Celebrity News 2025

Urban Decay’s Daring New Chapter with Ari Kytsya

Hey, beauty lovers, buckle up - Urban Decay is making waves with a rebrand that’s anything but boring! The 29-year-old makeup brand, known for its edgy vibe, has teamed up with OnlyFans and TikTok star Ari Kytsya to challenge what they call a ‘blandemic’ in the beauty world. With 4.6 million followers on TikTok (@notburnttoasthehe) and 2.4 million on Instagram, Ari’s not just a content creator - she’s a cultural force, blending trending dances, GRWM videos, and unfiltered glimpses into her life as an adult film star (or as she playfully calls it, a ‘mattress actress’).

This collab, announced via sizzling posts on both Ari’s and Urban Decay’s socials, has fans losing their minds - in the best way. Ari’s TikTok video, racking up 5 million views and over 206,000 likes, declares war on dull makeup, and the comments are pure fire. From ‘FINALLY BRANDS WORKING WITH ARI OMG’ (with 40,000 likes!) to ‘this is epic for feminism,’ it’s clear this partnership is resonating - though not without a few raised eyebrows, like one commenter opting out for their daughters. (Psst, they might’ve missed Urban Decay’s 2023 campaign with former adult star Chloe Cherry for the Vice Lip Bond Backtalk collection!)

“I couldn’t believe Urban Decay reached out - brands usually shy away from me because of my work, but they’re leading a revolution by recognizing industry girls like me!”

Why Ari Kytsya? Urban Decay Spills the Tea

So, why Ari? Urban Decay’s global GM, Anika Majithia, is all about Ari’s raw honesty and authenticity. She’s captivated by how Ari shares the highs, lows, and realness of her industry with her audience, embodying values like self-expression and fierce femininity. Plus, let’s be real - those iconic lips of hers have inspired countless TikTok recreations, making her a makeup muse in her own right.

Majithia made the call herself, shrugging off any pushback with confidence that Ari was the perfect fit. The campaign, dreamed up by Urban Decay’s four-woman social team, plays on themes of censorship and who gets a seat at the beauty table - a bold nod to current industry struggles. Their Instagram bio now screams ‘anti-bland makeup. born to perform. built in LA,’ and we’re here for it.

For Ari, this moment feels like a dream. Often starting PR hauls with a quip about brands avoiding her, she’s thrilled to see Urban Decay taking a risk. As she told Glossy, she’s just a regular content creator at heart, proving there’s space for women in her industry to shine with mainstream brands.

A Peek at Urban Decay’s Bigger Glow-Up

This collab is just the appetizer for Urban Decay’s full-on transformation. After being overshadowed by newer brands like Saie and Makeup by Mario, they’re reclaiming the spotlight. A fresh logo is already live on their site, and come August, a sleek new gondola will hit 300 Sephora stores - what Majithia calls a ‘modern expression’ of the brand, owned by L’Oréal since 2012.

The real shift drops in 2026 with new products and revived classics, but first, they’re rolling the dice next week with a relaunch of their All Nighter Setting Spray - the #1 in America, sold every 15 seconds per Circana data. The updated formula boasts a 22% finer mist, 24-hour wear (up from 16), a cooling effect, and a $2 price drop to $34. With influencer Tara Yummy (3.2M on Insta, 9.7M on TikTok) as the face, they’re banking on her unfiltered party-girl energy to sell it.

Testing showed 100% of current users loved the new formula, giving Majithia the green light despite the risk of tweaking a bestseller. Oh, and heads up - fan-favorite Gash, a sparkly red eyeshadow, returns early next year after community pleas, alongside new Naked palettes that won’t replace the OGs but hint at Urban Decay’s next era.

Leaked Palettes and Fan Frenzy

Speaking of those Naked palettes, beauty sleuths got a sneak peek when @trendmood1 (1.8M followers) leaked images on Tuesday. The reaction? Mixed, with some fans scratching their heads over the ‘boring’ shades after the anti-bland hype - one comment read, ‘wheeeet??????? 🐈🐟🐟.’ Urban Decay didn’t shy away, clapping back with an in-feed post promising an ‘uncensored’ future.

That post teased Gash’s comeback, and fans are hyped - one even screamed, ‘ARE YOU BRINGING GASH BACK FROM THE DEAD?!!! IN THE YEAR 2026??’ Meanwhile, on July 14, Urban Decay welcomed Lochie Stonehouse as their new Resident Global Makeup Artist, whose 29,000 Insta followers and celeb clients like Lorde and Billie Eilish add extra cred to this evolving story of uncensored femininity.

Majithia hints at more diverse collabs ahead, promising exciting stories across the spectrum of femininity. If this is just the start, we’re already obsessed with where Urban Decay is headed!

Bonus Buzz: Hot Collabs of the Week

Sonsie Skin x Lorna Murray

Switching gears, let’s talk sun protection with style. Sonsie Skin, co-owned by Pamela Anderson, teamed up with hat brand Lorna Murray for a co-branded sun hat inspired by Anderson’s Architectural Digest shoot. Priced at $165, it’s cute, cheeky, and practical - rolling up for travel without a scratch.

Anderson’s son and Sonsie’s chief brand officer, Dylan Lee, emphasized the importance of skin protection whether you’re gardening or beach-bound. Anderson herself gushed to Glossy about the hat’s personality, calling it her new fave. Talk about a summer must-have!

Cocolab x Oishii

Next up, a quirky oral care collab between Cocolab, known for fun-flavored floss, and Oishii, the luxury strawberry brand. Their $22 Berry Jam Cocoshine toothpaste is more affordable than Oishii’s pricey berries, blending dental musts with irresistible taste.

Founder and dentist Dr. Chrystle Cu wants oral care to feel joyful, not blah, and partnering with Oishii (meaning ‘yummy’ in Japanese) was a no-brainer for that strawberry kick. Who knew brushing could be this exciting?

Inside the Industry: More to Explore

Before we wrap, let’s peek at what else is trending. Brands are tapping sales associates as their hottest influencers, while Beyond Yoga’s new ‘Seek Beyond’ platform, fronted by Issa Rae, is making moves. Plus, experts are breaking down everything you need to know about sunscreen in the US alongside fresh industry updates.

Curious about more? Check out whether Trader Joe’s has hit London (spoiler: only as an accessory), why TikTok’s buzzing over at-home gel nail kits, and how Harry Styles’ Pleasing brand is dipping into sexual wellness with ‘Pleasing Yourself.’ There’s never a dull moment in beauty and celeb news!