Every November, the internet braces for it, the moment Mariah Carey officially defrosts. The Queen of Christmas has made it her signature move to flip the switch from spooky season to sparkly season with her “It’s Time” videos. Fans wait for the exact second she belts those two words, signaling that Christmas has, in fact, arrived. But this year, the tradition took a controversial turn.
Mariah Carey’s “It’s Time” moment started in 2020 and has become as anticipated as the Rockefeller tree lighting or the Starbucks holiday cups. Every year on November 1, the singer posts a short, theatrical video to her social media accounts. The formula is simple but powerful: Carey sheds her Halloween persona, whispers “It’s time,” and her timeless hit “All I Want for Christmas Is You” plays as the world collectively smiles (or groans) in unison.
© GC ImagesEach video feels like a wink to her fans, a knowing nod that the holiday fun is about to begin. In 2022, she famously transformed from a witch on a bicycle into a Santa-clad sleigh queen. In 2024, she channeled Morticia Addams before turning her world into a winter wonderland. Every clip has been pure camp, full of glitter and glee, until now.
The 2025 Twist: A Sephora Collab
This year’s “It’s Time” video was different. It wasn’t just Mariah and her Christmas charm; it was a full-blown ad for Sephora, the go-to beauty store most people think of when it's time to stock up on makeup removers, lipsticks, or gifts for the beauty-obsessed friend.
But, in the new installment, Carey dons a white gown with angel wings, poised to deliver her iconic line. But before she can finish, she’s interrupted by a thief, and her Sephora beauty haul has gone missing. Enter comedian Billy Eichner, dressed as an elf on strike, gleefully pawning her makeup stash. The dialogue is playful: Eichner complains about overworked elves, Carey quips back about stolen blush, and eventually, she triumphantly belts “It’s time!”—freezing Eichner into a snowman.
The ad is classic Mariah, campy, self-aware, and filled with holiday sparkle. But not everyone was feeling festive. Critics across TikTok and Instagram think the campaign misses the mark during a time when many Americans are struggling with rising costs and job insecurity.
© Gilbert CarrasquilloMariah Carey has always been in on the joke. She knows she’s larger than life, that her Christmas empire is part glitter, part genius. Her “It’s Time” videos were never subtle; they’re performance art wrapped in tinsel. But this year’s controversy is a reminder that even the Queen of Christmas isn’t immune to the optics of modern marketing.
© Kevin Mazur/Getty Images for MTVMariah Carey remains an icon of joy, nostalgia, and unapologetic holiday spirit. Whether you see this year’s video as a sellout or savvy brand play, there’s no denying she still knows how to own the season. Love her or not, when she says, “It’s time,” the holidays begin.
