The first unforgettable MAC Cosmetics x Doja Cat moment was served up at the 2025 MTV Video Music Awards, where the beauty brand's newest global ambassador literally took a bite out of a lipstick in her signature shade, MACximal Silky Matte Lipstick in Lady Danger. While the stunt stunned those who saw it happen in real-time, as well as those watching clips on social media, it was later revealed that the lipstick Doja Cat consumed was actually an edible chocolate replica created by renowned pastry chef Amaury Guichon.
"Makeup is my paint, my armor, 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," promised the multiplatinum, Grammy-winning artist.
Image Credit: Jacob Webster
What Makes This Trend Stand Out
- Edible Beauty Products
- The merging of culinary arts and cosmetics could redefine product innovation with edible makeup, attracting consumers interested in unique, safe-to-consume beauty items.
- Celebrity and Brand Collaborations
- High-profile collaborations between brands and celebrities offer a creative platform to introduce disruptive products that generate viral moments and broaden market reach.
- Interactive Marketing Stunts
- Unique stunts and performances, shared widely via social media, can captivate audiences and create buzz around product launches, enhancing brand engagement.
Sectors Adopting This
- Cosmetics Industry
- The development of consumable beauty products introduces a novel category, combining indulgence and aesthetics that could reshape traditional cosmetic offerings.
- Confectionery Industry
- The integration of chocolate into non-conventional products, such as edible lipsticks, opens up new avenues for gourmet applications in partnership with other sectors.
- Entertainment and Media
- Collaborative marketing events with celebrities at high-visibility venues present new entertainment models that intertwine promotional strategies with pop culture.
