MAC Cosmetics has made a star-studded move in naming multiplatinum, Grammy-winning artist Doja Cat as its newest Global Ambassador. The announcement, revealed on the red carpet at the 2025 MTV Video Music Awards, comes as Doja Cat’s dynamic persona and cult following position her to spark cultural and commercial excitement for the beauty giant.
Hollywood Meets High-Impact Beauty
Doja Cat’s partnership was unveiled in viral fashion when she “bit” into a bullet of MAC’s iconic Lady Danger lipstick, only to reveal it was a chocolate replica hand-crafted for the stunt. This playful marketing twist set the tone: Doja’s campaigns will revolve around MAC’s core values of fearless artistry, freedom of expression, and a love of bold, statement colors.
“I’ve been a MAC girl forever, and now I get to make my love official as the new MAC Global Brand Ambassador,” Doja Cat shared. “Make-up is my paint, my armour, my way of creating characters – and MAC 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… wearing a whole lot of Lady Danger along the way”.
For Nicola Formichetti, M·A·C’s Global Creative Director, this move is exactly the disruption the beauty space needs. “Doja has a fearless energy that’s so authentically M·A·C,” he said. Together, they’re not just selling lipsticks—they’re rewriting how beauty hits culture.
Beyond the Campaign: The Power of Celebrity Influence
Celebrity partnerships remain a major growth driver in the beauty world. MAC’s global campaigns with music, fashion, and pop culture icons—Rihanna, Nicki Minaj, Lisa from Blackpink—have consistently sparked viral moments and outperformed industry-wide growth rates. Industry sources report lipstick launches fronted by major ambassadors can drive 40-50% spikes in key product sales, and VMAs alone boosted “Lady Danger” sales by 41% week-over-week, according to retail analysts.
As a brand with a $162 million annual revenue as of 2024 and a projected 0-5% growth over 2025 (S&P Global), MAC’s ability to harness star power is more vital than ever. Lipsticks remain their top-selling category, with the Macximal Matte (including Lady Danger and Ruby Woo) and Studio Fix Powder Foundation ranked as Amazon and TikTok favorites.
Social Impact and Artistic Collaboration
Doja Cat’s role goes deeper than classic marketing. MAC’s ambassadorship tradition stems from its Viva Glam campaign, which, since 1994, has donated $534 million globally to equal rights causes. Doja joins this legacy, using her platform to champion artistry, inclusivity, and social good.
The VMAs: Moment of Impact
The 2025 VMAs were more than a campaign launch—it was a masterclass in culture-driving beauty marketing. Doja Cat debuted her new hit “Jealous Type” and picked up a Best K-Pop VMA alongside Lisa and RAYE, instantly tying MAC’s message of fearless glamour to the night’s most buzzworthy pop moments. MAC’s social media reflected overwhelming fan excitement, with product breakdowns and backstage creativity coverage fueling anticipation for future launches.
Outlook: What’s Next for MAC x Doja Cat
Fans can expect global campaigns packed with high drama, bold new looks, and creative surprises—pushing MAC and Doja’s shared belief that beauty is limitless and inclusive. As MAC “rewrites how beauty hits culture”, the brand continues to fuse commerce, artistry, and activism, proving the power behind this year’s most explosive beauty partnership.
