Witch Fashion: How the beauty industry is trying to look at beauty in a new way
Over the past year, more and more American women they turn to Tarot cards, crystals, and horoscopes — not at all because of the sudden return of medieval consciousness, but because the witch in pop culture has become that very symbol of women's freedom and independence, which we lacked so much. We tell how the beauty industry masters "witchcraft" and what is good about it.
margarita virova
How it started
Since last year, the hashtag #witchesofinstagram began to rapidly gain popularity: in the American segment of the social network, not only self-made models and activists are becoming new influenzaers, but also girls who are seriously passionate about magic. You can find on it photos of the unimaginable beauty of altars, designs made of crystals, card layouts and girls with gothic make-up, who talk a lot about independence, new femininity and strength. The culture of new mysticism is first of all closely connected with feminism - this is clearly seen in the example of the re-launch of cult TV series like “Charmed” and “Sabrina”.
It is not surprising that the beauty industry quickly took the freshest trend into service. And now, Sephora, a giant of cosmetic retail, launches the Novice Witch Kit, which flies like hot cakes, and Gwyneth Paltrow is experiencing a rapid take-off (and a noticeable drop) from the media about the benefits of Goop mud baths and the same-name brand selling energy vampire spray. We still believe that a sober scientific approach will bring more benefits to the industry and customers than the moonstone sprays and crystal therapy treatments, and it is obvious that in the near future there will only be more marketing excesses in witchcraft - many brands promise to smooth out wrinkles with the help of special magic. But this does not mean that only negative trends can be found in the witch fashion.
Why do you need it
Female images, which we constantly see in the gloss and advertising invented for women, are largely missed through the “male look” - and the industry has been selling for years an elusive degree of sexuality, grooming and beauty, which effectively makes us buy more. But in recent years, women are often outraged by the substitution of concepts, and market players are trying to be progressive - we have already seen the first advertisement for Kate Somerville acne remedies, where these same acne are shown close-up, and Rihanna’s experimental makeup with eyebrows in the grand British release Vogue.
New witches look different: many people adore bright makeup, dark lipsticks in various textures and long false nails, others choose organic cosmetics and wear natural hair. The main thing, of course, is a comfortable sense of self.
How to do it
First of all, the trend should please those who remained goth in their hearts, but can afford to let out the inner witch except on Halloween - be inspired by the instagrams of American bloggers who skillfully fit piercing, purple hair and black lipstick in everyday style. It's nice that a witch is not only a bright make-up, but also a lifestyle: if you want to create an atmosphere of a magical salon at home with beautiful scented candles or arrange a Tarot party with friends, we recommend not to deny yourself anything.
