Mariah Carey to Launch ‘It’s Time’ for Christmas 2025 with Sephora

On October 30, 2023, Mariah Carey revealed her upcoming holiday campaign, titled ‘It’s Time,’ in partnership with Sephora. This marks Carey’s third collaboration with the beauty giant, continuing a trend she established in 2021 with her limited-edition fragrance line.

The ad features comedian Billy Eichner, who is known for his role in the 2022 remake of ‘Boys in the Band’. The integration of humor aligns with the festive spirit Carey embodies, previously seen in her 2020 Christmas special, ‘Mariah Carey’s Magical Christmas Special’.

Carey’s dedication to the holiday season is evident as she often refers to herself as the ‘Queen of Christmas.’ According to reports, her iconic song, 'All I Want for Christmas Is You,' has generated over $60 million in royalties since its release in 1994. This song continues to dominate the holiday charts each year.

In a similar vein, artist Kelly Clarkson has also engaged in Christmas campaigns, including her own holiday album releases. Clarkson's 2020 album, ‘When Christmas Comes Around,’ showcased her parallel commitment to the festive season, enhancing the Christmas music landscape.

Sources indicate that Carey plans to launch a beauty collection alongside her Christmas campaign at Sephora. This follows her successful venture in beauty products, including her 2015 ‘Forever’ fragrance collaboration that also featured a holiday edition.

Carey’s existing association with Christmas extends beyond music and fragrance. She starred in the 2017 documentary, ‘Mariah’s World,’ which explored her life and preparations during the holiday season, including live performances and personal appearances.

Previously, the 2022 Christmas season included a string of performances by Carey, featuring her classic hits during her ‘Merry Christmas One and All!’ concert. Following this year’s announcement, fans anticipate her possible return to live performances for Christmas 2025.

As we approach the holiday season, Carey's collaboration with Sephora not only reinforces her position in the music industry but also strengthens her brand's influence in the beauty market. The upcoming years could see similar ventures as she continues to capitalize on her holiday legacy.

Looking ahead, Carey's anticipated projects for 2026 include a potential sequel to her 2020 Christmas special, along with new music. As part of her strategy, expect ongoing partnerships in fashion and beauty as she cements her title as a holiday influencer.