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Urban Decay announced Ari Kytsya as a partner in its “Battle the Bland” campaign on July 30, 2025. The brand described Kytsya as an adult-content and TikTok creator and cast her in an “anti-bland broadcast” PSA about self-expression. The announcement makes the partnership notable for the creator it puts at the center of that message—but it does not establish audience impact, sales results, or a specific product endorsement by Kytsya.
What Urban Decay announced
Urban Decay’s July 30, 2025 announcement, distributed through PR Newswire, placed Kytsya within the brand’s “Battle the Bland” direction. The release identifies her as an adult-content and TikTok creator. Its campaign concept is an “anti-bland broadcast,” in which Kytsya interrupts regular programming with a public-service announcement about a supposed “bland epidemic” and encourages everyday self-expression.
“Bland epidemic” is the campaign’s framing, not evidence of a measured trend in beauty or consumer behavior. Urban Decay presented the partnership as part of a broader argument for individuality and less-filtered expression; the announcement does not report research, audience response, or commercial results that demonstrate the campaign’s effect.
Why Kytsya’s role stands out
The release makes Kytsya’s creator identity central to the campaign rather than treating her simply as a beauty spokesperson. In the announcement, 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.”
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That is Kytsya’s characterization of the collaboration, as quoted by the brand—not an independent assessment of how the campaign was produced or received. The release does not give details about audience reach, creator compensation, or the terms of the partnership.
What “Battle the Bland” means to Urban Decay
Anika Majithia, identified in the announcement as Urban Decay’s Global Head, described the rationale this way: “It’s time to shake things up at Urban Decay! Let’s be real, personal identity is more filtered than ever. 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.” Those statements explain the brand’s positioning; they are Majithia’s views, not independently established findings about social media or beauty culture.
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Urban Decay’s release also mentions other pieces of the brand’s 2025 direction, but they are separate from Kytsya’s campaign role:
- Ari Kytsya: the “anti-bland broadcast” PSA about self-expression.
- Tara Yummy: association with the All Nighter Setting Spray reformulation.
- Lochie Stonehouse: joining as Resident Global Makeup Artist, with a role in artist and product education.
The release says the reformulated All Nighter Setting Spray offers 24-hour wear, a brand product claim unrelated to Kytsya’s campaign. It does not say that Kytsya endorsed the spray.
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- NEW LOOK & IMPROVED VEGAN FORMULA - The new & improved lipstick provides long-lasting color in a single, hydrating swipe. Try 35 Los Angeles-inspired shades in cream, matte & shine finishes.
- LONGWEAR COLOR - Forget dry, flaky lips—this super-pigmented, longwear lipstick goes on smoothly and evenly, leaving lips feeling nourished & hydrated. Find your favorite Vice shade, from sheer pink and everyday nude, to bright orange and bold red.
- HYDRATING & NOURISHING - Vice’s creamy, moisturizing formula gets a boost from aloe vera and avocado oil, ingredients known to be rich in antioxidants.
- HOW TO USE - Apply directly onto lips, using the angled end for more precision. Swipe once for even coverage and high-pigment payoff or build up to achieve your desired color intensity. You’ll find us applying it in cars, in traffic, and on the go.
- COMPLETE YOUR LIP MAKEUP LOOK - Line & prime lips with Urban Decay 24/7 Lip Pencil before applying Vice Lipstick for longer-lasting color. Press a thin layer of Urban Decay All Nighter Waterproof Setting Powder over lipstick to avoid feathering or bleeding.
Is Kytsya promoting a specific Urban Decay product?
The announcement does not name a product as Kytsya’s endorsement or identify a product specifically attached to her partnership. Urban Decay’s current storefront lists makeup such as Lip Toy Staining Brush Lip Liner and 24/7 Glide-On Waterproof Lip Liner, but those listings do not connect either item to Kytsya. Urban Decay’s official Linktree links to shopping destinations including Sephora and Ulta Beauty; it does not establish campaign-specific retail availability.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the announcement does—and does not—show
The primary announcement establishes the date, the campaign concept, and how Urban Decay and Kytsya described the collaboration. It does not establish whether the partnership changed public attitudes, how many people saw the campaign, or whether it affected sales. Calling it “major” is therefore a judgment about its visibility and positioning, not a measured claim supported by reported results.
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- NEW LOOK & IMPROVED VEGAN FORMULA - The new & improved lipstick provides long-lasting color in a single, hydrating swipe. Try 35 Los Angeles-inspired shades in cream, matte & shine finishes.
- LONGWEAR COLOR - Forget dry, flaky lips—this super-pigmented, longwear lipstick goes on smoothly and evenly, leaving lips feeling nourished & hydrated. Find your favorite Vice shade, from sheer pink and everyday nude, to bright orange and bold red.
- HYDRATING & NOURISHING - Vice’s creamy, moisturizing formula gets a boost from aloe vera and avocado oil, ingredients known to be rich in antioxidants.
- HOW TO USE - Apply directly onto lips, using the angled end for more precision. Swipe once for even coverage and high-pigment payoff or build up to achieve your desired color intensity. You’ll find us applying it in cars, in traffic, and on the go.
- COMPLETE YOUR LIP MAKEUP LOOK - Line & prime lips with Urban Decay 24/7 Lip Pencil before applying Vice Lipstick for longer-lasting color. Press a thin layer of Urban Decay All Nighter Waterproof Setting Powder over lipstick to avoid feathering or bleeding.
Rank #4
- HIGH-SHINE LIQUID LIPSTICK - This long-wear, highly pigmented liquid lipstick wears comfortably for up to 16 hours with an instant shine finish, without feeling sticky or tacky! Lips will feel moisturized with full, even coverage.
- ONE-SWIPE COLOR - Lip Bond gives one-swipe color with comfort that commits. Each shade serves instant shine, with no flaking or cracking. Vegan & cruelty free, this smudge-proof, transfer-proof & water-resistant lipstick can withstand any vice!
- GLOSSY LIPSTICK THAT STAYS ON - Whether you're looking for an intense red shade (like Unbreakable), nude shade (Text 'Em) or a bold purple lip (No Restraints), new Vice Lip Bond is the best mess-free, smooth lipstick for intense color saturation
- HOW TO APPLY - Activate the glossy lipstick color with a 5-second shake. Apply & let dry—the longer it sets, the better it gets!
- COMPLETE YOUR MAKEUP LOOK - Apply All Nighter Makeup Setting Spray after Vice Lip Bond application to lock in your look.
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