Mariah Carey Says 'It’s Time' in Sephora's Heartwarming Holiday Brand Story

When Mariah Carey declared "It’s Time!" on Instagram, it wasn’t just her singing the arrival of the holidays.

Sephora posted a holiday video on its social media featuring Carey dressed as a heavenly angel.

It banks on her status as a holiday cultural institution while teasing Sephora’s exclusive, limited-edition holiday sets.

“The holidays are a time to celebrate and spread joy,” said Carey.

“I’m so excited to kick off the season with Sephora. It’s all about creating those magical moments that make you feel glamorous from the inside out.”

Meanwhile, Sephora’s CMO Zena Arnold believes the campaign captures the brand’s holiday messaging perfectly.

“Mariah’s  'It’s Time' video is a cultural phenomenon that reaches consumers in a joyful, creative, and highly shareable way,

and this partnership enables us to amplify the festive spirit and be at the center of celebration and fun," she shared in a press release. 

Mariah Brings Her Holiday Magic to Sephora

Directed by Joseph Kahn, the cinematic video starts with Carey in her glam room.

“Halloween slayed, but now it’s time!” she said, just before the camera zoomed in on a tipped-over Sephora bag beside her vanity.

Enter comedian Billy Eichner as a sassy elf, cheerfully announcing: "Christmas is canceled. No bells, no cheer, no glam."

Carey fights back, freezing the elf with her voice and transforming him into a snowman.

Meanwhile, her outfit morphs into a sparkly Santa bodysuit, and she commandeers a glittering sleigh to sail her Sephora-wrapped gifts toward New York landmarks.

As the sleigh glides by the Statue of Liberty, shimmering gold letters spell out “It’s Time," closing the spot.

Beyond the film, Sephora is kicking off its annual “Give Something Beautiful” campaign, timed with its Savings Event (running through November 10).

Here, holiday shoppers can score deals on Sephora’s best-selling products and limited-edition holiday gift sets for everyone on their list.

Additionally, the retailer is also pushing a curated selection of Mariah’s favorite beauty products on Sephora.com.

Overall, this creates seasonal retail excitement among beauty lovers and holiday shoppers.

What Sephora & Mariah Carey Teach Us About Holiday Marketing

This new Christmas campaign is a lesson on how to tap into pop culture while staying true to your own brand identity.

• Pairing an iconic celebrity with a brand-aligned vision can strengthen emotional impact and cultural relevance.
• A well-directed, narrative-rich video elevates the campaign from being just a commercial to a full-on pop-culture moment.
• Activating across social, digital retail, and limited-edition product drops maximizes both reach and sales opportunity.

Sephora is just one of many industry giants making the most out of the holidays with limited-edition pushes. 

For instance, Starbucks recently reintroduced its Pumpkin Spice Latte through pop-up activations and an ad push from agency Anomaly 

Like Starbucks, Sephora has long leaned into cultural moments to deepen its connection with its consumers. 

Our Take: Can a Christmas Diva Move Beauty Sales?

Carey, an icon of the Christmas season, is possibly the best person Sephora could have tapped for a holiday campaign.

Getting a figure synonymous with the season is a smart way to align her personal brand with Sephora's own festive beauty positioning.

It’s celebrity marketing at its best: joyous, grand, and culturally rooted. You can't help but smile. 

In other news, Sephora recently worked with Lady Gaga's Haus Labs for an empowering campaign promoting inclusivity and self-love. 

Discover the top creative agencies making waves this holiday season in our agency directory.