Sephora

The Commercial and Public Reaction

On October 31, 2025, Sephora released a teaser for its “Give Something Beautiful” holiday campaign starring Mariah Carey and Billy Eichner. The spot presented Christmas as being in danger because “the elves are striking,” with Carey swooping in to “save” the holiday using Sephora products. Source: Sephora Newsroom

When the full campaign launched on November 1, public criticism escalated rapidly across social platforms, with many describing the tone as out of touch. Source: PrimeTimer

Between November 3–7, the ad surpassed 100 million views on TikTok as users mocked the messaging and expressed frustration with its framing. Source: DailyDot

Why the Backlash Happened

The controversy was not simply about a holiday commercial — it was about timing and context. The ad debuted during a period marked by inflation, wage stagnation, labor actions, and widespread financial stress.

Viewers interpreted the imagery of striking elves, forced cheer, and “saving Christmas” through luxury shopping as:

• Trivializing real worker struggles
• Mocking economic hardship
• Suggesting joy must be bought
• Positioning spending as a moral duty

Representative audience reactions included: “So unbelievably tone-deaf. They’ve made it clear who they serve.”

and: “That Mariah Carey Sephora ‘you can’t cancel Christmas’ ad … feels coercive.” Source: ew.com

Some marketing analysts suggested the campaign may have intentionally leaned into controversy — a form of rage-bait advertising aimed at driving engagement through outrage rather than resonance. Source: Beauty Independent

As of early November 2025, neither Sephora nor Mariah Carey had issued a meaningful response to the widespread criticism.

Youth Marketing and Product-Safety Concerns

At the same time, new scrutiny emerged over Sephora’s role in youth skincare trends — particularly its platforming of advanced or active-ingredient products toward minors.

The Connecticut Attorney General issued a warning after Sephora’s website surfaced anti-aging products containing AHAs, BHAs, and peptides when users searched for “kids” or “gifts for children.” Experts cautioned that these ingredients may be unsafe for developing skin. Sources: The State of Connecticut | Inquiry Letter PDF

Sephora’s own CEO later acknowledged that teens only need three products — cleanser, moisturizer, and SPF — underscoring the disconnect between marketing rhetoric and responsible guidance. Source: Business Insider

The Bigger Picture

Sephora’s addition to the boycott list is not a punishment for one advertisement. It is a response to a pattern: how a major cultural brand uses its influence, where its messaging centers, and how its campaigns intersect with class, labor, and public well-being.

The 2025 holiday ad emerged at a moment when many people were struggling financially, organizing for better wages, or reassessing their relationship to consumerism. The campaign implied that joy and belonging must be purchased — and that those who can’t afford luxury goods are failing Christmas itself.

Combined with youth-marketing concerns and product-safety warnings, the message was clear: emotional fulfillment, identity, and even childhood were being leveraged to drive luxury spending. The Big Beautiful Boycott rejects this form of influence — stepping back from brands that speak down to their audience, trivialize hardship, or use cultural power without responsibility.