All things mystical are having a moment in both fashion and beauty—and while it’s a moment that’s been stretching on for some time, it has now reached fever pitch. Stevie Nicks-inspired frocks are on the rise, and sound baths have replaced traditional runway show soundtracks. Sage and crystals are now sold alongside our favorite skin-care products, and there are bath salts and body oils designed for each phase of the moon.
Not dissimilarly to how brands flocked to mermaids and unicorns, capitalizing on queer culture, they’re now doing the same with witchcraft—and making big money off the culture of a marginalized group. And, as would be expected, this appropriation is causing problems.
Last month, fragrance brand Pinrose teamed up with Sephora to launch something they called a “Starter Witch Kit,” which consisted of tarot cards, a crystal, a white sage smudge stick, and a set of fragrances. And, well, it pissed off a lot of actual witches, and for a number of reasons. Not only did they feel that it was disrespectful to their culture, but there was concern about the inclusion of white sage, which has a very sacred meaning and use to indigenous people in North America.
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