California, United States – The holidays have officially begun, and Mariah Carey is declaring it in her signature style as the Queen of Christmas has teamed up with global beauty retailer Sephora for a glamorous holiday campaign that fuses festive nostalgia with a touch of high-gloss magic.
Unveiled at midnight across Mariah and Sephora’s Instagram accounts, the cinematic ‘It’s Time!’ video directed by Joseph Kahn marks the official turn of the season for millions of fans worldwide.
It also lit up Sephora’s Times Square billboard, heralding a sparkling collaboration between the best-selling female artist of all time and one of beauty’s most beloved brands.
Set inside a glittering Sephora-branded glam room, the video follows a mischievous elf, played by Billy Eichner, who attempts to steal Mariah’s beauty favourites before she triumphantly reclaims the moment—declaring ‘It’s Time!’ and soaring off in a dazzling sleigh through a Sephora-inspired winter wonderland.
“The holidays are a time to celebrate and spread joy, I’m so excited to kick off the season with Sephora,” said Mariah Carey.
“It’s all about creating those magical moments that make you feel glamorous from the inside out,” she added.
Zena Arnold, chief marketing officer at Sephora, added, “Our holiday campaign this year celebrates the notion of ‘glimmers’–those small moments of joy that a gift of beauty brings–and there is no one that better embodies that sentiment than Mariah Carey during the holiday season.”
“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 centre of celebration and fun,” Arnold added.
The collaboration coincides with Sephora’s annual “Give Something Beautiful” campaign and the start of its anticipated Sephora Savings Event, running through November 10, offering exclusive deals and limited-edition holiday sets.
Beauty lovers can also shop a curated edit of Mariah’s personal favourites on Sephora’s website.
