Doja Cat Bites MAC Lipstick at VMAs, Driving $2.8M in Media Value

PetitePaulina – Doja Cat stole the spotlight at the MTV Video Music Awards 2025 with a jaw-dropping stunt. On the red carpet at UBS Arena in New York (Sept. 7, 2025), she shocked fans when she appeared to bite into MAC Cosmetics’ Lady Danger lipstick.

The moment instantly went viral. As a result, the performance sparked a massive reaction online. According to Launchmetrics, the act generated $2.8 million in Media Impact Value (MIV) for MAC. MIV is a metric that calculates the financial value of marketing exposure across print, online, and social media.

Not Just Lipstick: A Sweet Surprise

At first, many thought Doja Cat had actually bitten into a real lipstick bullet. However, MAC later revealed the truth. The product was an edible chocolate-coated replica created by world-famous pastry chef Amaury Guichon.

This clever reveal was not accidental. Instead, it formed part of a planned campaign designed to tease Doja Cat’s new global ambassadorship with MAC Cosmetics.

MAC Welcomes Doja Cat

Shortly after the VMAs, MAC confirmed the collaboration. In fact, the announcement came with strong praise from the brand. Aïda Moudachirou-Rebois, MAC’s senior vice president and global general manager, stated:

“Welcome to the MAC family, Doja. MAC has always been a platform for artists, performers, and creatives who shape culture. Doja is one of the most exciting voices of her generation. We love her creativity, artistry, and fearless spirit. She is the perfect partner to write the next chapter of MAC’s story.”

Moreover, Doja’s entire red-carpet makeup look at the VMAs featured MAC products, further highlighting the new partnership.

Why Doja Fits MAC’s Vision

In an exclusive email to WWD, Nicola Formichetti, MAC’s global creative director, elaborated on why Doja is the perfect fit:

“Doja is fearless, subversive, and completely original. That’s exactly what MAC stands for. She doesn’t just wear makeup; she turns it into art. Together, we’ll create campaigns that feel disruptive, joyful, and unapologetically MAC.”

Therefore, the collaboration reflects a natural alignment between Doja’s bold personality and MAC’s disruptive brand identity.

A Marketing Masterclass

This stunt was more than entertainment. Indeed, it was a marketing masterclass. By combining shock value, artistry, and viral appeal, MAC earned millions in publicity within hours. Meanwhile, the brand reinforced its identity as a champion of bold and creative voices.

In addition, the viral stunt demonstrated how celebrity partnerships can maximize both cultural relevance and financial return. With Doja as its ambassador, MAC is now poised to launch campaigns that break rules and spark global conversations.

Doja Cat’s lipstick stunt at the VMAs wasn’t just viral—it was strategic. In other words, it combined performance, identity, and beauty into one unforgettable moment. With MAC, Amaury Guichon, and Nicola Formichetti involved, fans can expect more disruptive campaigns in the near future.

Ultimately, Doja Cat proved once again that makeup isn’t only about beauty. It’s about expression, performance, and pushing boundaries.