DoorDash wants you to know it will buy the hemorrhoid cream, the UTI test, and the emergency plunger so you never have to explain any of it to a cashier.
"CringeMart," a new in-app storefront and campaign from DoorDash and creative partner Loop, is dedicated to life's most awkward, intimate purchases.
Customers can search "CringeMart" directly in the app and shop curated categories, such as "Go Piss Girl" for UTI tests and "Daily Dump" for laxatives and digestive relief.
"Creators have an incredible ability to take a simple, relatable truth and turn it into something the internet can't stop talking about," said Zaria Parvez, Head of Social at DoorDash.
"With CringeMart, we wanted to lean all the way into that energy."
To front the launch, DoorDash teamed up with internet personality Tana Mongeau, whose brand of unfiltered oversharing made her an obvious fit.
Together, they've made a content series to poke fun at "cringe" shopping.
"The most powerful thing a brand can do right now is be entertaining," said Nick Gallo, founder and CEO of Loop.
"Easier said than done, but CringeMart takes a simple DoorDash truth and turns it into a series people would watch on purpose."
While the goal is to make shoppers feel at ease, the partnership also builds brand awareness for DoorDash outside its usual food-delivery lane.
Cameras Roll on Shoppers
The centerpiece is "CringeMaxxing," a three-episode hidden-camera series shot inside a New York City grocer and inspired by the prank-show format of "Impractical Jokers."
Mongeau puts unsuspecting shoppers through staged interactions, over-the-top intercom announcements, and uncomfortable checkout moments.
All captured for release across TikTok, Instagram, and YouTube.
This move captures Loop's wider content marketing strategy of building social videos people choose to watch instead of ads that interrupt a feed.
DoorDash backed the launch with its own numbers:
- Over four million customers ordered awkward essentials through the app in 2025.
- A condom sells every 37 seconds, and two laxatives sell every minute.
- One customer placed 659 cringe-worthy orders in a single year.
To make matters more interesting, DoorDash has also disclosed popular "cringe" combos.
These include Imodium paired with Flamin' Hot Cheetos, sensitive condoms paired with candles, and laxatives paired with mac and cheese.
Lastly, DoorDash will be installing billboards in New York and Los Angeles as part of the launch, with a live counter tracking condom sales in real time.
Cringe Has a Business Case
Academic research backs up why DoorDash is chasing this territory.
A UBC Sauder School of Business study found shoppers buying embarrassing products avoid conversation, favoring self-checkout or the most robotic cashier.
DoorDash's execution shows it took that discomfort seriously, and didn't just treat it like a punchline.
- Name the discomfort directly. DoorDash labeled the categories exactly what they are without softening the pitch with vague wellness language. This is what makes the storefront feel useful instead of gimmicky.
- Cast for the format. Mongeau's specific reputation for oversharing is what makes the hidden-camera pranks premise land, whereas a more polished creator would have undercut it.
- Turn purchase data into a physical stunt. The live condom counter takes an internal sales metric and makes it a public, shareable spectacle.
The stunt lands at a moment when the underlying market keeps expanding.
Global online food delivery was valued at roughly $432 billion in 2025 and is projected to reach $600 billion by 2030.
This growth gives DoorDash more room to test category-specific plays like CringeMart and not just compete on delivery speed alone.
Our Take: Is DoorDash Laughing With Cringe Buyers or at Them?
Every embarrassing-purchase campaign before this one has let the customer stay anonymous behind a screen.
CringeMart flips that by putting strangers on camera at the exact moment they're at their most self-conscious, then asking millions of people to enjoy watching it happen.
It's a genuinely bold move for a brand whose entire value proposition is privacy.
But perhaps DoorDash isn't laughing at cringe buyers, but laughing with cringe buyers.
It understands the shame that comes with buying intimate products, and instead of just laughing, they provide a solution via CringeMart.
This is what keeps CringeMart from feeling exploitative; the punchline comes with a fix already built in.
Brands pursuing ambitious creative need partners who are all in on their ideas.
Take a look at these top creative agencies in our directory.
