Key Takeaways:OnlyFans creators bring authenticity, engagement—potentially reshaping beauty marketing.The platform’s $6.6 billion in total transaction volume signals huge potential for future collaborations.Beauty brands like Urban Decay are leading the way by partnering with OnlyFans creators.OnlyFans has expanded its ambitions beyond being solely an adult content platform. It’s quietly becoming a driving force behind beauty’s next marketing evolution. As the industry seeks new ways to reach consumers, brands are venturing into previously untapped territory and rethinking old boundaries. The formula for engagement is ever evolving as the line between self-expression and social media blurs, prompting beauty brands to reconsider a space they had previously steered clear of to achieve success. Long stigmatized yet massively profitable, OnlyFans is home to creators with loyal fan bases (over 305 million male and female users worldwide who brought in $6.6 billion in total transaction volume in 2023), attention-grabbing storytelling, and a level of unfiltered authenticity that traditional influencers often lack nowadays—three things beauty brands are increasingly in need of in today’s market.Urban Decay’s latest campaign, Battle the Bland, features creator Ariel “Ari” Kytsya, signaling a shift in how the industry approaches creators with not-safe-for-work (NSFW) backgrounds. Although the campaign doesn’t mention OnlyFans, the decision to cast her signifies a significant move for the beauty world. Specifically, it raises the question: Is this a bold one-off that only Urban Decay could pull off or the start of something bigger?