The MTV Video Music Awards (VMAs) have long been a playground for boundary-pushing fashion and unforgettable moments, where artists seize the global stage to make bold statements. The 2025 VMAs, held on September 8, 2025, at New York’s UBS Arena, were no exception, delivering a spectacle of music, fashion, and controversy. Among the night’s most talked-about moments was Doja Cat, the 29-year-old rapper and singer, whose audacious red carpet antics stole the spotlight. Known for her eccentricity, Doja Cat shocked attendees and viewers worldwide by appearing to eat a tube of lipstick in front of flashing cameras—an act that was both a marketing masterstroke and a polarizing stunt. This 2,300-word article dives into the details of Doja Cat’s VMAs appearance, the context of her bold move, the fashion and cultural implications, and the broader significance of the 2025 VMAs, weaving together insights from web sources and social media buzz to paint a vivid picture of an unforgettable night.

The Moment That Stopped the Red Carpet

As the clock struck midnight on September 8, 2025 (Vietnam time), the VMAs red carpet was already ablaze with stars showcasing daring looks—Sabrina Carpenter in a sheer gown, Paris Hilton channeling a futuristic warrior, and Rosé of BLACKPINK dazzling in Oscar de la Renta. Yet, it was Doja Cat who commanded the evening’s narrative. Stepping onto the carpet in a pastel Balmain mini-dress with a plunging neckline, paired with gold heels and a Judith Leiber clutch shaped like a lipstick tube, Doja exuded her signature blend of glamour and irreverence. But the real jaw-dropper came when she pulled out what appeared to be a tube of MAC’s iconic Lady Danger lipstick, applied it with a flourish, and then—before a stunned press corps—took a bite out of it, chewing with exaggerated relish.

The internet erupted. Social media platforms, including X, lit up with reactions ranging from amusement to outrage. “Doja Cat just ate lipstick on the VMAs carpet. Icon or insane?” one user posted. Another quipped, “Only Doja would turn makeup into a snack.” The stunt, captured in a viral 18-second clip shared by @ideservecouture, showed Doja smirking as she “savored” the coral-red shade, her performance art blurring the line between comedy and provocation. But as the initial shock subsided, details emerged that added layers to the moment: the “lipstick” was no cosmetic product but a chocolate creation crafted by renowned pastry chef Amaury Guichon, designed to mimic MAC’s Lady Danger. The act was a meticulously planned reveal of Doja Cat’s new role as MAC Cosmetics’ global ambassador, a partnership announced exclusively to InStyle post-stunt.

“Doja has a bold energy that’s so MAC,” said the brand’s global creative director. “She uses makeup as a tool for creativity, pushing boundaries of self-expression.” The chocolate lipstick, a nod to Doja’s playful persona, was a publicity coup, aligning with MAC’s history of collaborating with trailblazing artists like Rihanna and Lady Gaga. Yet, the stunt wasn’t universally celebrated. Critics on X called it “gimmicky” and “attention-seeking,” with some arguing it overshadowed the night’s musical achievements. Supporters, however, saw it as a brilliant fusion of art and commerce, cementing Doja’s reputation as a provocateur who thrives on defying expectations.

The Outfit: A Study in Subtle Audacity

Doja Cat’s red carpet look was as much a talking point as her lipstick-eating antics. Her Balmain mini-dress, a custom piece from the house’s Spring/Summer 2026 collection, featured a soft pastel palette—pale pinks and yellows—that contrasted with her typically bold aesthetic. The dress’s deep V-neck and fitted silhouette hugged her frame, while the delicate fabric shimmered under the camera flashes. She accessorized minimally, letting the dress and her Judith Leiber clutch—a $5,000 crystal-encrusted piece shaped like a lipstick tube—take center stage. Her gold pastel heels, also Balmain, added a touch of whimsy, and her makeup was deliberately understated: a soft glow with nude tones, save for the vibrant Lady Danger shade she later “consumed.”

The choice to go minimal with hair and makeup was strategic. “The outfit was loud enough,” Doja told Vogue on the carpet. “I wanted the focus on the art of the moment.” This restraint contrasted with other stars’ more extravagant looks, like María Zardoya of The Marías, whose sheer, nearly transparent gown sparked its own controversy for being “too revealing.” Doja’s ensemble, while provocative, leaned into a softer, almost satirical take on red carpet glamour, aligning with her history of playful fashion choices—like her 2023 Met Gala cat-inspired look or her 2024 VMAs “wet T-shirt” moment. Fashion critics praised her for balancing accessibility with high couture, with Harper’s Bazaar noting that her look “toed the line between wearable and avant-garde.”

The Balmain dress also reflected a broader trend at the 2025 VMAs: designers using the red carpet to preview unreleased collections. Rosé’s Oscar de la Renta gown and Ariana Grande’s Fendi peplum dress, both from Spring/Summer 2026, underscored the VMAs as a launchpad for fashion’s future. Doja’s collaboration with Balmain and MAC positioned her at the nexus of this trend, merging music, fashion, and brand synergy in a way that felt both calculated and chaotic. Her stunt, while polarizing, ensured that her look—and MAC’s campaign—dominated post-event headlines.

The VMAs 2025: A Night of Triumphs and Controversies

To understand Doja Cat’s moment, it’s essential to contextualize the 2025 VMAs, a night that celebrated music’s past and present while grappling with its share of drama. The ceremony, hosted by Megan Thee Stallion, honored icons like Mariah Carey, who received the Vanguard Award for her 35-year career, and featured performances from Sabrina Carpenter, Bailey Zimmerman, and Lola Young. Rosé and Lisa of BLACKPINK made history, with Rosé’s “APT.” (a collaboration with Bruno Mars) winning Song of the Year and Lisa earning Best K-Pop Video. Lady Gaga and Bruno Mars also took home Best Collaboration for “Die With A Smile.” Yet, not all moments were celebratory. Mariah Carey’s performance, a medley of her Billboard No. 1 hits like “Fantasy” and “We Belong Together,” drew harsh criticism for apparent lip-syncing and stiff movements, labeled by some as the “worst performance” of the night.

The red carpet, as always, was a microcosm of the VMAs’ ethos: bold, chaotic, and unapologetic. María Zardoya’s sheer gown, described as “the most scandalous” by Vietnamese outlet Afamily, sparked debate for its revealing design, with critics arguing it crossed aesthetic boundaries. Others, like Tate McRae in a custom Ludovic de Saint Sernin chiffon dress, leaned into elegance, while Paris Hilton’s “game warrior” look embraced camp. Doja Cat’s stunt, however, stood out for its performative audacity. Unlike María’s controversial outfit, which relied on shock through exposure, Doja’s act was theatrical, blending humor with branding. It was a reminder of the VMAs’ legacy as a space where artists like Madonna (1984’s “Like a Virgin” performance) and Lady Gaga (2010’s meat dress) have long pushed cultural boundaries.

The event also highlighted K-pop’s growing dominance. Rosé’s tearful acceptance speech, as reported by VGT, underscored her historic win as the first K-pop artist to claim Song of the Year, a moment that resonated with fans globally. Posts on X captured the fervor, with one user declaring, “Rosé and Lisa are carrying K-pop to new heights!” The night’s diversity—spanning genres from pop to country, with new category awards—reflected the VMAs’ evolution, but Doja’s moment ensured she remained a central figure in the conversation.

Cultural and Commercial Implications

Doja Cat’s lipstick stunt was more than a viral moment; it was a calculated move in her ongoing dance with fame. Her partnership with MAC Cosmetics, a brand synonymous with bold creativity, positions her alongside music’s most innovative figures. “Makeup is my armor,” Doja told InStyle. “It’s how I become different versions of myself.” The campaign, teased through her VMAs appearance, promises a 2026 collection emphasizing vibrant colors and self-expression, aligning with Doja’s chameleonic persona. The chocolate lipstick, crafted by Guichon, was a nod to her playful side, but it also sparked discussions about consumerism and authenticity. Some fans on X praised her ingenuity, with one post reading, “Doja turned a red carpet into a MAC ad. Genius.” Others felt it cheapened the VMAs’ artistic spirit, with a user commenting, “This is just capitalism dressed as art.”

The stunt also tapped into Doja’s history of provocative fashion. Her social media aesthetic—think silky slip dresses, vintage-inspired cuts, and dreamy pastels—has long blended sensuality with surrealism. The VMAs look, while less risqué than María Zardoya’s, still pushed boundaries by pairing a delicate outfit with an outrageous act. This duality reflects Doja’s ability to navigate mainstream and indie spaces, a skill honed through albums like Planet Her (2021) and Scarlet (2023). Her VMAs appearance, coupled with her Best Pop Video nomination for “Jealous,” solidified her as a cultural force unafraid to court controversy.

Critics, however, raised valid points. The VMAs, while a celebration of creativity, risk becoming a circus of stunts, where shock value overshadows substance. María Zardoya’s gown, for instance, drew criticism for lacking “refinement,” with Vietnamese outlet Thanhnienviet questioning its appropriateness for a global stage. Doja’s act, though less revealing, faced similar scrutiny, with some arguing it distracted from her musical contributions. Yet, defenders see it as a reclaiming of agency—an artist using her platform to dictate the narrative. As one X user put it, “Doja doesn’t follow trends; she sets them.”

The Broader Context: Fashion as Performance Art

The 2025 VMAs underscored fashion’s role as performance art, with Doja Cat at the forefront. The red carpet has evolved from a showcase of glamour to a stage for storytelling, where outfits and antics carry as much weight as performances. Rosé’s Oscar de la Renta gown, with its butter-yellow sequins, told a story of elegance and triumph. Ariana Grande’s Fendi peplum dress evoked vintage romance, while Tate McRae’s chiffon gown radiated ethereal grace. Doja’s stunt, however, took this to another level, turning fashion into theater. Her collaboration with Balmain and MAC reflects a growing trend of artists partnering with brands to create moments that transcend the event itself.

This trend isn’t new—think Lady Gaga’s meat dress or Rihanna’s 2014 CFDA sheer gown—but Doja’s approach feels uniquely modern. By integrating a product launch into her red carpet moment, she blurred the lines between art, commerce, and performance. The stunt also sparked conversations about authenticity in an era where social media amplifies every move. On X, fans debated whether Doja’s act was a genuine expression of her quirky persona or a calculated grab for attention. The truth likely lies in both: Doja has always thrived on duality, balancing humor with artistry.

Why It Matters: Doja Cat’s Lasting Impact

Doja Cat’s VMAs moment will be remembered not just for its shock value but for what it represents: an artist unafraid to redefine the rules. At 29, she’s at the peak of her powers, blending musical innovation with cultural provocation. Her MAC partnership signals a new chapter, one where she wields her influence to shape beauty standards. The stunt, while divisive, sparked global conversations—over 10 million views of the viral clip within 24 hours, per InStyle—proving her ability to command attention.

For fans, the VMAs were a reminder of Doja’s versatility. She’s not just a rapper or singer but a performer who uses every tool—music, fashion, theater—to tell her story. For critics, her stunt raises questions about the fine line between creativity and commercialism. Yet, in a night filled with historic wins (Rosé and Lisa’s K-pop milestones) and missteps (Mariah Carey’s criticized performance), Doja’s moment stood out for its audacity and execution.

As the dust settles, the 2025 VMAs will be remembered as a turning point for Doja Cat. Her lipstick-eating stunt wasn’t just a red carpet gimmick; it was a declaration of her refusal to be boxed in. Whether you see her as a genius or a provocateur, one thing is clear: Doja Cat owned the night, and her legacy as a boundary-pusher is only growing stronger. Mark September 8, 2025, as the night she turned a tube of chocolate lipstick into a cultural phenomenon—one that will be debated, memed, and celebrated for years to come.