It may be the season of sparkle and snowflakes, but Mariah Carey’s annual holiday kickoff has landed in hot water this year.
The pop icon, long regarded as the unofficial Queen of Christmas, released her traditional “it’s time” video just after Halloween—yet instead of spreading cheer, the campaign has stirred frustration online.
The clip, created in partnership with Sephora, features Carey discovering that her makeup has been stolen by a mischievous elf played by Billy Eichner, who claims he plans to pawn the products to afford “elf therapy.” With the help of her iconic holiday anthem “All I Want for Christmas Is You,” Carey magically transforms Eichner into a snowman, declaring that he “can’t cancel Christmas.”
It’s Time!!!🎄🎁 #SephoraPartner pic.twitter.com/TkmAh7qXAV
— Mariah Carey (@MariahCarey) November 1, 2025
But the timing of the lighthearted ad has rubbed some viewers the wrong way. The spot debuted as companies across the U.S. face major layoffs and families continue to struggle under rising economic pressure. Layer this over an ongoing government shutdown, and many people say the message came across as out of touch.
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“Just watched the Mariah Carey Sephora ad… girl now is not the time to be insensitive what the hell,” one user wrote on X.
Another called the commercial “tone deaf,” urging followers to rethink holiday spending:
“That Sephora commercial with Mariah Carey where the elf cancels Christmas is so tone deaf. Y’all better stay home Black Friday and y’all better not be shopping online either.”
On Threads, one viewer labeled the campaign “disrespectful AF,” arguing that it highlights how far removed celebrities and corporations are from everyday financial realities.
“Making her ‘it’s time’ announcement into a Sephora commercial telling the working class that we can’t cancel Christmas is INSANE work,” another person wrote. “The end of celebrity culture has been a sight to see.”
However, some fans stepped in to defend Carey, noting that holiday campaigns like this are often filmed well in advance and likely do not reflect current news or economic conditions.
This is not Carey’s first seasonal brand collaboration—previous holiday tie-ins have included McDonald’s, Kay Jewelers, and Black Irish, contributing to her ever-growing reputation as a Christmas marketing powerhouse.
