By Alexandria Fox · Staff Writer
Halloween is over, which means one thing in the world of pop culture: Mariah Carey has officially thawed out. At least, that’s what her fans like to say.
The “Queen of Christmas” has once again launched her annual holiday campaign, this time partnering with Sephora, and has effectively kicked off the unofficial start of the Christmas season.
Whether you’re already pulling out your decorations or still finishing off your Halloween candy, it’s safe to say that Carey is ready for the festivities.
She revealed her latest holiday push with a festive campaign video with Sephora, featuring her classic over-the-top glam, bedazzled outfits and unmistakable whistle tones echoing in the background. The campaign highlights limited-edition holiday beauty sets, shimmery palettes and of course, a perfectly Mariah Carey level of sparkle.
Each year, it feels like she somehow manages to up the ante, and 2025 is no exception. For longtime fans, this yearly campaign has become a tradition of its own.
Carey has mastered the art of leaning into her iconic status, especially during the holiday season, and Sephora’s branding fits her aesthetic perfectly.
Their holiday collections have always been big sellers, but partnering with Carey has only fueled the hype, especially among younger fans who were not even born when “All I Want for Christmas Is You” first came out.
That song, by the way, turned 30 last year, which is shocking to think about. Somehow, it still manages to top the charts every winter and spark the same level of holiday cheer.
While the campaign’s reception has been mostly positive (I mean, who doesn’t love Mariah Carey?), some critics have pointed out the tone-deafness of launching such a high-energy, luxury-focused holiday push amid current economic challenges.
Between rising costs of living, student loans resuming and everything getting more expensive by the day, some viewers think the emphasis on indulgence and pricey beauty sets feels a little disconnected from the moment.
However, even those critics generally acknowledge that Carey’s campaigns are mostly light-hearted celebrations rather than demands to spend money.
And realistically, Carey starting the Christmas season early has become almost as much a cultural joke as it is a marketing strategy.
Still, there’s something comforting about the predictability of it all. Every November, we know we can count on colder weather, early decorations in store windows and Mariah Carey declaring that it’s officially time.
Her Sephora partnership only adds to that seasonal excitement, giving her fans new products to try and new content to share (and probably recreate on TikTok).
As we move into the holiday season, whether you’ve been celebrating the second Halloween ended or are stubbornly waiting until after Thanksgiving, Carey’s presence is basically unavoidable.
She has truly carved out her own corner of the holidays, becoming just as essential as gingerbread houses, the Starbucks Christmas menu and Hallmark Christmas movie marathons that somehow never get old.
So, if you’re ready for festive playlists, holiday shopping and the comforting chaos of the season, Carey’s latest campaign just might be the sign you’ve been waiting for.
And if you think it’s too early? Don’t worry. Carey will still be here, waiting patiently, until you’re ready to hit play on her Christmas classics.
