Success on social media is challenging; between algorithm changes, shadow bans and high competition, brands struggle to gain traction. Recently, OnlyFans, the creator platform made famous for its adult-oriented content, has offered creative marketers an alternative.
Back in 2021, Sticky’s Finger Joint, a fast-casual chicken chain, launched an OnlyFans account to connect with dedicated fans through exclusive content like menu items, polls and potential rewards.
In a contemporaneous interview with Modern Retail, Sticky’s founder Jon Sherman said he saw the platform as a playful way to share unique, risqué content targeting millennial and Gen Z fans who enjoy "food porn."
Then, earlier this year, razor brand Nimbi embraced unconventional marketing by using platforms like OnlyFans to share educational shaving content.
After struggling with TikTok’s shadow-banning of the word "razor," Nimbi adapted creatively, eventually going viral with alternative content and becoming Erewhon’s top-selling personal care brand.
Per a report from Inc., co-founder Anna Reid said she launched Nimbi's OnlyFans account to provide shaving tutorials for women, addressing a lack of instructional resources due to nudity restrictions on other platforms.
Urban Decay will also be partnering with TikTok creator Tara Yummy to be the face of its reformulated All Nighter Setting Spray.Urban Decay
Kytsya will feature in Urban Decay's "anti-bland broadcast," a campaign designed to disrupt conventional beauty ideals. This initiative encourages the public to bring creativity and personal style back to the forefront of their everyday lives.
"Most brands hesitate to work with creators like me because of the content I produce," Kytsya shared. "When Urban Decay reached out, I was thrilled. They celebrate my authenticity rather than censor it, which is a major step forward. This partnership is completely uncensored—it's about putting the real, raw, and unfiltered back into beauty."
Urban Decay will also be partnering with TikTok creator Tara Yummy to be the face of its reformulated All Nighter Setting Spray, as well as a currently unnamed ambassador described as a "princess turned rock star, actress turned alt-pop siren."
Furthermore, Lochie Stonehouse will become the brand's new resident global makeup artist.
