Mariah Carey says “It’s time” — Sephora links arms with the Queen of Christmas for a 2025 holiday splash

Mariah Carey has officially flipped the switch on the festive season with her annual “It’s time” moment—this year doubling as a full-on holiday campaign with Sephora. The 2025 installment arrives as a glossy mini–comedy sketch, signaling the start of Christmas listening, shopping and gifting, and positioning the beauty retailer front-and-center for one of retail’s most lucrative windows.

“It’s time” 2025: what’s new in Mariah Carey’s seasonal kickoff

Every November 1, Carey ushers in the holidays with a creative twist; for 2025, she leans into high-production humor. The clip features a mischievous elf (played by Billy Eichner) who snares her glam kit and declares an elf labor strike before Carey restores festive order—with signature whistle notes and a wink. The production values are bigger than recent years, with brisk pacing, bold set pieces and a punchline tailored for social replay. It’s designed to work natively across short-form feeds while also anchoring longer creative for ads and in-store screens.

Beyond the gag, the video reinforces the core mythos Carey has built around November 1: a ritual that tells fans the holiday soundtrack is officially open. By now, the moment functions like a soft national holiday for pop culture, benefiting anyone with a stake in seasonal consumption—from streaming platforms to brick-and-mortar retail.

Sephora’s holiday play: cross-channel beauty, bundles and foot traffic

The Sephora tie-in elevates the tradition from viral post to omnichannel campaign. Expect the retailer to spotlight curated gift sets, limited-edition palettes, stocking-stuffer minis and skincare trios, packaged for quick decisions at multiple price tiers. Look for:

• Front-table gifting: red-and-gold visual merchandising, QR codes for fast how-to looks and shade matching.

• Creator integrations: bite-size tutorials that replicate Carey’s on-screen glam (liner, lashes, red lip, luminous skin) with product callouts.

• In-store experiences: photo moments and playlist tie-ins to convert browsers into basket-builders.

• Loyalty amplification: multiplier points and exclusive early access windows around marquee sets.

For Sephora, the upside is twofold: emotional relevance (owning the moment people start making lists) and operational leverage (pushing shoppers toward bundles that raise average order value while simplifying choice).

Fan buzz and backlash: a mixed but massive conversation

The rollout has sparked the usual flood of celebratory memes—“defrosting” jokes included—alongside a pocket of criticism calling the spot out of step with economic anxieties. That tension is familiar in holiday advertising: some consumers crave escapism; others bristle at overt opulence. For brands, the lesson isn’t to shy from joy but to offer range. Budget-friendly kits, clear value messaging and earnable rewards can soften price sensitivity while keeping the campaign’s sparkle intact.

Carey, for her part, leans into camp and self-parody, which tends to absorb some of the critique by acknowledging the spectacle. The elf strike gag adds topical edge without turning combative, and the focus remains squarely on glam, music and merriment.

Why “It’s time” still converts—music, memory and measurable momentum

The annual cue endures because it fuses three growth drivers:

1. Soundtrack gravity: Once the switch flips, streams surge. That halo effect benefits any product associated with the moment, especially beauty looks fans can recreate.

2. Ritualized timing: A predictable November 1 activation trains audiences to anticipate and share, compressing awareness into a high-impact burst that retail can monetize immediately.

3. Creative elasticity: The format scales across platforms—from vertical video and Shorts to CTV cuts—without losing the core joke or the hero product shots.

For beauty, this is near-perfect fit: high visuality, tutorial-friendly, and reliant on quick, satisfying transformations—the exact beats Carey’s aesthetic delivers.

What to watch next: drops, playlists and retail rhythm

• Product capsules: Watch for micro-drops tied to moments (party season, Secret Santa, New Year’s Eve) to keep momentum past Black Friday/Cyber Monday.

• How-to content cadence: Fresh looks each week—holiday party glow, office-friendly sparkle, winter-skin rescue—will sustain engagement and drive repeat visits.

• Localized activations: City-by-city windows, in-store artistry events and gift wrapping stations can translate online buzz into store traffic.

• Merch crossovers: Carey’s seasonal merch often rides the same wave; coordinated visuals help both sides win shelf space (physical and digital).

shoppers—and the industry

If you’re building a gift list, this year’s Mariah Carey “It’s time” x Sephora moment is your green light: expect polished creative, value-stacked bundles and plenty of glam inspiration to copy at home. For marketers, it’s a masterclass in ritual marketing—own a date, deliver delight, and meet the mood with options that respect budgets. Love it or roll your eyes at the early tinsel, the playbook works because it turns a meme into measurable retail behavior—and it does so right on time.