As the holiday season approaches in 2025, music icon Mariah Carey is expanding her Christmas empire beyond the airwaves with an exclusive beauty collaboration with Sephora.
The partnership, announced in Carey’s signature “It’s Time” video that traditionally signals the start of the Christmas season, represents a new venture for the singer whose holiday presence has become a cultural phenomenon.
The limited-edition collection features festively packaged beauty products inspired by Carey’s glamorous Christmas aesthetic, including makeup, skincare, and accessories designed to appeal to both devoted fans and beauty enthusiasts.
Glamorously festive beauty essentials capturing Carey’s signature holiday style for fans and beauty lovers alike.
Each item bears the distinctive holiday styling that has become synonymous with the star’s seasonal brand, combining luxury beauty with celebratory flair.
Set to launch in November 2025, the products will be available exclusively at Sephora stores and through the retailer’s online platforms.
The timing strategically aligns with the beginning of holiday shopping, when Carey’s perennial hit “All I Want for Christmas Is You” typically begins its annual climb up the charts.
Marketing for the collaboration leverages both Carey’s massive social media following and Sephora’s retail presence through digital advertising, influencer partnerships, and elaborate in-store displays.
The campaign emphasizes the collection’s dual appeal as both personal indulgence and gift-giving opportunity during the festive season.
Industry analysts note that the partnership represents a natural extension for both brands, with Carey’s glamorous image complementing Sephora’s luxury positioning.
The collaboration emphasizes shared values of self-expression, celebration, and inclusive beauty that resonate with diverse consumer groups.
Early consumer response has been enthusiastic, with social media buzzing about the upcoming collection.
Beauty influencers and longtime Carey fans alike have expressed excitement about the partnership, which is expected to drive significant foot traffic to Sephora locations throughout the holiday season.
For Sephora, the collaboration offers an opportunity to tap into the cultural phenomenon of “Mariah Season,” while Carey continues to expand her Christmas empire beyond music into lifestyle and beauty.
The collection prominently features seasonal beauty essentials like blush and lipstick, carefully designed to help consumers achieve that perfect holiday glamor.
The announcement video, which features Carey’s transformation from a heavenly white angel costume to a dazzling red bodysuit, visually represents the festive aesthetic that inspired the beauty line.
