MAP Forum

Teen makeup is about growing up slowly and safely. A little blush. A little mascara. A small step into adolescence that parents guide carefully because timing matters.

That is why what L’Oréal did matters.

Urban Decay is a brand designed to capture young teenage customers early. For years, it has marketed directly to girls just entering adolescence. This year, the company made a decision that crossed a line.

L'Oreal hired Ari Kytsya, a porn star, to promote sexualized content aimed at young makeup users on TikTok and Instagram.

The advertisements are not subtle. They include sexual innuendo about “all-night bedroom exploration,” jokes about makeup that “performs on mattresses,” and direct profile links that place minors one click away from Ari’s adult content.

Two taps on a beauty advertisement should not lead a child into the adult entertainment world.