M.A.C Cosmetics has announced Grammy Award–winning artist Doja Cat as its newest global brand ambassador, bringing her bold personality and creative vision to the beauty giant. The news was revealed in true Doja Cat fashion during the 2025 MTV Video Music Awards, where the singer made a dramatic red-carpet statement.
Wearing a striking red lip, Doja surprised fans and photographers when she appeared to bite into a M.A.C lipstick in her chosen shade, Lady Danger. The lipstick, however, was not real makeup, it was a chocolate replica crafted by pastry artist Amaury Guichon. The playful stunt instantly went viral, setting the tone for what promises to be a daring collaboration between the singer and the brand.
“I’ve been a M.A.C girl forever, and now I get to take that love to the global stage,” Doja shared in a statement. She added that makeup has always been her “paint” and her “armor,” a way of building characters and expressing creativity. “M.A.C has always stood for that kind of artistry and freedom. We’re going to push it even further and make people see beauty in a whole new way,” she said.
Doja also opened the VMAs with the debut performance of her new single Jealous Type and later picked up the award for Best K-Pop VMA for her collaboration with Lisa and Raye on Born Again. Her presence at the event doubled as both a musical moment and the launch of her new role with M.A.C.
Nicola Formichetti, who became M.A.C’s global creative director earlier this year, praised the appointment. “Doja has a fearless energy that’s so authentically M.A.C,” he said. “She uses makeup as a tool for creativity, pushing the boundaries of expression. We’re thrilled to join forces with her to redefine and disrupt the beauty space.”
Doja Cat now joins a long line of music icons who have worked with M.A.C, including Rihanna, Nicki Minaj, and Blackpink’s Lisa. Many of these partnerships have ties to the brand’s Viva Glam initiative, which launched in 1994 and donates 100% of sales from its special lipstick and lip gloss lines to grassroots organizations supporting equal rights and health causes around the world.
The Estée Lauder–owned company is currently facing challenges in key markets, including ongoing weakness in the U.S. and China as well as tariff uncertainty. Last month, it cut its earnings forecast for the year, with profit expectations falling below Wall Street estimates. Against this backdrop, M.A.C’s choice to partner with a high-profile, trendsetting figure like Doja Cat reflects a clear effort to energize the brand and connect with a younger, global audience.
The announcement also comes as Doja Cat prepares to release her fifth studio album, Vie, later this month. With her unique ability to blend fashion, music, and performance art, her collaboration with M.A.C is expected to bring bold campaigns, viral moments, and plenty of makeup inspiration.
As M.A.C looks to the future, Doja Cat’s fearless style and unapologetic creativity may be just what the brand needs to reassert itself as a leader in global beauty culture.