A clothing store may not spring to mind as the go-to place for spiritual supplies, but chains like Urban Outfitters now sell smudge sticks, tarot cards, and healing crystals — and they’ve been at it for years.
Fashion retailers aren’t the only ones commodifying indigenous spirituality and the occult. Customers can also find alternative religious goods at stores as mundane as Dollar General and Walmart. And those who prefer not to shop around for such products can sign up for witch and magical subscription boxes. As more Americans abandon organized religion, efforts to capitalize on the occult will almost certainly persist. But outcry related to this trend has recently grown louder, with pagans and people of color objecting to the idea that corporations can pass down their traditions. When word spread in September that Sephora planned to sell a $42 “starter witch kit” from Pinrose with perfume, tarot cards, crystals, and sage, it faced a backlash so fierce that the company pulled the product.
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