M.A.C Cosmetics taps Doja Cat as new global brand ambassador

M.A.C Cosmetics announced on Monday the appointment of Doja Cat as its newest global ambassador, which will see the Grammy-winning artist star in a series of campaigns for the U.S. beauty giant.

Kicking off the partnership at the 2025 MTV Video Music Awards, Doja walked the red carpet in a matching red lip, before she shocked onlookers by taking a bite out of what appeared to be a M.A.C lipstick in the start’s chosen shade Lady Danger.

However, the lipstick turned out to be an edible chocolate replica created by pastry chef, Amaury Guichon. 

“I’ve been a M.A.C girl forever, and now I get to take that love to the global stage,” said Doja, who went on to ​open the VMAs with a debut performance of “Jealous Type” and later took home the 2025 Best K-Pop VMA for Lisa ft. Doja Cat & Raye’s “Born Again.

“Makeup is my paint, my armor, my way of creating characters – and 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.”

The Estée Lauder-owned company said ​Doja’s appearance for M.A.C at the VMAs signifies a taste of the “bold artistry” fans can expect from the new partnership.

“Doja has a fearless energy that’s so authentically M.A.C,” said Nicola Formichetti, M.A.C’s global creative director, who took on the role earlier this year. “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.”

The appointment comes as New York-based parent company Estée Lauder continues to grapple with persistent weakness in the US and China markets and tariff uncertainty.

Last month, the company forecast annual profit below Wall Street estimates, revealing full-year adjusted earnings per share to be in the range of $1.90 to $2.10, compared with analysts’ estimates of $2.21 per share, as per data compiled by LSEG.