Liputan6.com, Jakarta Mariah Carey, the pop diva synonymous with the holiday season, officially announced the start of Christmas 2025.
At the stroke of midnight on November 1, 2025, Carey launched her annual "It's Time!" tradition, eagerly anticipated by millions of fans worldwide.
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This announcement came with a special twist: an exclusive collaboration with leading beauty retailer Sephora.
The partnership was marked by the release of a stunning cinematic video, officially marking the transition from Halloween to holiday cheer.
Through her signature glamorous and surprising style, Mariah Carey successfully created a magical moment that not only entertained but also prepared fans for the end-of-year festivities.
Mariah Carey's 'It's Time!' Tradition and Collaboration
The annual "It's Time!" tradition Spearheaded by Mariah Carey, the brand has become a cultural phenomenon since 2019, marking the start of the holiday season with hilarious videos featuring her best-selling Christmas songs.
For 2025, the announcement is even more special with a partnership with Sephora, combining the charm of beauty with the magic of Christmas.
The highly anticipated cinematic video was directed by Joseph Kahn, the mastermind behind Carey's previous music videos such as "Type Dangerous" (2025) and "Boy (I Need You)" (2003).
The video premiered on Mariah Carey's and Sephora's Instagram accounts, as well as on a Sephora Times Square billboard, reaching a global audience.
The video's storyline begins with Mariah Carey dressed in an angel Halloween costume, proclaiming "Halloween slayed!" before transitioning to "But now, it's time."
The scene then cuts to Carey's Sephora-branded makeup room, where a mischievous elf, played by Billy Eichner, attempts to disrupt the holiday celebration.
Triumphantly, Carey declares, "It's Time!" and fly on a mesmerizing sleigh through a Sephora-inspired winter wonderland, transforming Eichner into a snowman with his signature whistled tune.
Zena Arnold, Sephora's Chief Marketing Officer, added that this year's holiday campaign celebrates the "sparkle" that beauty gifts bring, and Mariah Carey perfectly embodies that sentiment.
Holiday Activities and Exclusive Products
The release of the "It's Time!" video coincides with the launch of Sephora's annual "Give Something Beautiful" campaign and the Sephora Savings Event, which runs through November 10th.
The collaboration also introduces a limited-edition makeup line inspired by the diva's festive spirit, featuring shimmering eyeshadows, bold lip colors, and luxurious highlighters.
Furthermore, Mariah Carey also launched her new Amazon Christmas store, offering a variety of unique items, including inflatable outdoor displays, festive spatulas, and musical snow globes.
Days after the "It's Time!" announcement, Carey partnered with Bucket Listers to launch holiday-themed pop-up bars in four major US cities: New York, Miami, Los Angeles, and Las Vegas, starting November 13th.
These bars will be decorated with Mariah-themed decorations, photo opportunities with Santa's sleigh, and special themed cocktails.
Las Vegas Residency and Her Christmas Song Domination
Mariah Carey's holiday season festivities are complete with a Christmas residency in Las Vegas.
This special show will be held at the Dolby Live amphitheater at the Park MGM hotel and casino from November 28 to December 13, 2025, beginning the day after Thanksgiving.
The "It's Time!" video has become a cultural phenomenon, reaching consumers in a fun, creative, and highly shareable way.
Her 1994 hit, "All I Want For Christmas Is You," has become one of the longest-running singles in any genre, spending 65 weeks on the Billboard Hot 100.
The song first topped the chart in 2019, and last year marked the sixth consecutive year it returned to No. 1. 1.
In 2021, the song was certified diamond by the Recording Industry Association of America (RIAA), making it the first holiday single to achieve this distinction.