November 9th 2025.
As the holiday season approached, Mariah Carey's beloved tradition of declaring "It's Time" to signify its arrival was met with mixed reactions this year. The announcement, which has always been a festive staple for her fans, caused quite a stir as it also doubled as a promotional spot for Sephora.
In the ad, Mariah appeared in a stunning white gown with angel wings, spreading holiday cheer as she joyfully exclaimed, "Halloween slayed! But now, it's ti..." before being interrupted by the realization that her Sephora products were missing. Comedian Billy Eichner, dressed as an elf, was then revealed as the culprit, leading to a playful exchange between the two.
However, not everyone found the ad entertaining. Some critics called out the collaboration as tone-deaf, given the current economic and labor climate. They argued that it was "disturbingly out of touch" and even called for a boycott of Sephora for making light of real struggles people are facing. The controversy only intensified when Mariah posted the ad on her Instagram without any acknowledgment of the backlash.
Beauty influencer Jasmine Hinton also chimed in, pointing out the irony of using Mariah's hit song "All I Want for Christmas Is You," which is often interpreted as a rejection of materialism, in an ad that promotes consumerism. She suggested that the ad plays into class tensions, with Mariah dressed as an angel and the elf seen as the "thief."
Even on TikTok, users like @njml5 expressed their disappointment with the commercial, calling it "corny" and accusing it of making fun of working-class people who choose not to participate in holiday spending. They argued that the economy should be benefiting the people, not the other way around.
Despite the backlash, Mariah has been posting her "It's Time!" videos annually since 2019. However, this year's controversy has sparked a larger conversation about the responsibility of corporations and celebrities in their messaging, especially during such difficult times.
On a related note, Mariah's Black Irish brand has recently expanded its distribution internationally, proving that she's not only a talented singer but also a successful businesswoman.
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