Urban Decay Battles Bland Looks with TikToker Ari Kytsya

Urban Decay says it’s doubling down on its legacy of performance-driven, expressive beauty with aim to disrupt the status quo with a new campaign called “Battle the Bland.”

To mark a new era, Urban Decay is partnering with Ariel “Ari” Kytsya, an adult content and TikTok creator who leans into self-expression, agency and living life on her own terms. The campaign unveils an “anti-bland broadcast” wherein Ariel interrupts regular programming with a public service announcement on the dangers of the “bland epidemic.” She does this by encouraging the public to bring self-expression back into their everyday life.

Addressing an Individuality Crisis

“Personal identity is more filtered than ever,” said Anika Majithia, new global head of Urban Decay. “Feeds are starting to blur together with safe makeup and censored beliefs – and this isn’t just a beauty problem, it’s an individuality crisis. Enter ‘Battle the Bland’— the first single off the Urban Decay comeback tour – focused on the radical defense of creativity, championing personal style and giving everyone the freedom to unleash their main character energy. We’ll be focused on bringing anti-bland makeup – whether that’s a disruptive nude or extreme glitter – that really champions fluid femininity, while always thinking a little differently.”
Kytsya concurred.

“Having the chance to work with a team that celebrates—rather than censors—my authenticity feels like a major step forward,” she said. “I hope it helps shift the conversation around what kinds of creators deserve a seat at the table. Urban Decay understood my approach from the start: being real, raw and unashamed. This partnership is completely uncensored—no hiding my image, my career or the community I’ve built. It’s about putting authenticity back at the center stage where it belongs.”

New Resident Global Makeup Artist

Furthering the brand’s revolution, Lochie Stonehouse, known for boundary-pushing editorial looks and attention-grabbing artistry, will join as the brand’s new resident global makeup artist. Having worked with icons of uncensored expression like Lorde, Billie Eilish and Troye Sivan, Stonehouse will bring a disruptive eye to Urban Decay, aiding in re-establishing its POV, leading campaign looks as well as reimagining product education with a performer’s mindset.

“Urban Decay’s mission is simple: bring back makeup that performs—products that last, shades that speak and finishes that do the most,” she said. “Every formula is crafted with extreme longwear, advanced shade stories, and multi-dimensional texture at its core, empowering everyone to be the main character in their everyday lives. I couldn’t be more ecstatic to take part in Urban Decay’s next evolution.”

As part of the brand’s dedication to embody performance in every sense, Urban Decay will partner with Tara Yummy, a social disruptor who brings dynamic energy and viral charm to every beat. The TikTok sensation will be the face of Urban Decay’s reformulated All Nighter Setting Spray, which offers 24-hour wear.

Check out Lochie Stonehouse’s looks, here: