Mariah Carey’s New Sephora Holiday Ad Faces Growing Backlash Online
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Key Points
- Mariah Carey’s 2025 “It’s Time” holiday video doubled as a Sephora ad, sparking accusations of being tone-deaf.
- Viewers say the ad appears to trivialize labor strikes, working-class stress and Sephora’s past employee controversies.
- Critics argue the timing, amid economic strain, SNAP cuts and unpaid federal workers - made the ad feel out of touch.
Mariah Carey’s annual “It’s Time” holiday kickoff video took a different turn this year after being produced in partnership with Sephora, and the reaction has been far more divided than usual. The spot features a chaotic North Pole storyline and an elf on the verge of burnout, a theme that viewers say unintentionally mirrors real labor struggles happening across the country.
Across TikTok and Instagram, users are dissecting the ad’s messaging, arguing that its portrayal of a frustrated, overworked elf lands poorly at a time when many Americans are facing economic pressure, staffing shortages and federal workers missing paychecks during the shutdown. Others drew links to recent Sephora controversies, including criticism of how employees were thanked during the company’s $10 billion revenue milestone.
The ad also prompted discussions around boycotts, class tensions and the commercialization of Carey's long-running holiday tradition. Some fans say turning the beloved “It’s Time” moment into a brand promotion undercuts the spirit of the season—especially with a campaign urging viewers not to “cancel Christmas” while household budgets remain strained. Neither Carey nor Sephora has addressed the growing backlash.
