Brands add occult-inspired products to their lineup
Brands across multiple industries are tapping into youths’ interest in and desire to embrace modern forms of mysticism, especially in the realm of this cohort’s self-care rituals. Consumers’ curiosity about all things occult has prompted brands to offer products that speak to this, even if only for a limited time.
Dior's current artistic director Maria Grazia Chiuri recently brought the occult game of tarot to life through the brand’s ready-to-wear offerings and a series of pop-ups. Dior’s 2018 cruise collection took inspiration from Christian Dior himself (who would have his tarot cards read before his runway shows), and heavily referenced tarot card imagery. The garments and accessories featured designs from Motherpeace’s feminist tarot cards, a popular deck from the 70s. In addition to this cruise collection, Dior launched 12 international pop-ups (one for each of the 12 astrological signs) to reinforce the collection’s theme of mysticism in an immersive and engaging way.
Seed Beauty, the parent company of Kylie Cosmetics and ColourPop Cosmetics, launched a wellness-inspired skincare brand called Fourth Ray Beauty. The clean beauty brand’s inaugural product line offered cleansers, toners, moisturizers, a rose quartz facial roller, silk scrunchies, and more, all retailing for no more than $18 a pop. The launch also included a $150 “ritual box” containing the full nine-SKU product line alongside mystical additions such as smudge sticks and a crystal set, all bundled together for the express purpose of establishing the user’s own self-care ritual.
Last fall, and less than a week before Halloween, Starbucks debuted a Witch’s Brew Crème Frappuccino to celebrate the spooky season. The creamsicle-flavored Frappuccino had a purple base dotted with green chia seeds and was topped with a halo of green-dusted whipped cream, evoking the colorful cauldron brews traditionally associated with the witchcraft depicted in children’s fairytales. The beverage was released around the same time that Starbucks locations in Japan also unveiled witch and princess Frappuccinos, as well as corresponding witch and princess donuts.