The holidays have officially begun, and Mariah Carey rings in the season with a glamorous new partnership with Sephora, uniting her signature sparkle with Sephora’s beauty expertise. 

As the clock struck midnight, Mariah declared “It’s Time!” in her much-anticipated annual video – this year, reimagined in collaboration with Sephora to bring fans a dazzling fusion of beauty and holiday magic.

Mariah Carey said, 

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

Directed by Joseph Kahn, the cinematic video premiered across Carey and Sephora’s Instagram accounts and on Sephora’s Times Square billboard, marking the official shift from Halloween to holiday for millions of fans worldwide. 

Set inside Carey’s Sephora-branded glam room, the scene unfolds as a mischievous elf, played by Billy Eichner, tries to steal her beloved beauty essentials and derail the holiday festivities. 

In classic Carey fashion, she triumphantly declares “It’s Time!” and takes off in a dazzling sleigh, soaring through a Sephora-inspired winter wonderland aglow with festive magic.

Zena Arnold, Chief Marketing Officer at Sephora, commented,

“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 center of celebration and fun.”

The “It’s Time” video release coincides with the start of Sephora’s annual “Give Something Beautiful” Campaign, and eagerly awaited Sephora Savings Event (which runs through November 10), where beauty lovers can score great deals on Sephora’s most-loved products, plus scoop up exclusive, limited-edition holiday gift sets for everyone on their list.

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