I enjoy watching TV shows set in the 1970s, primarily comedy ones and a few serious ones. A reoccurring episode plot was someone whose child joined the Hari Krishnas or lived at a temple whose leader preached a mi of esoterism, Buddhism, and Hinduism. There was always some conflict with the parent trying to remove their children from the group. The police would then have to find the child, who used a new name, typically of Hindi origin. I only saw one episode where the group was not depicted as a cult or a way to earn money.
In an episode of Lou Grant, a father wanted to ‘rescue’ his son from the Hari Krishnas and hired a deprogrammer. However, when he realized that the deprogramming would involve hurting his child, he instead just took his son down the street for a walk and talked with him. The episode ended with the father deciding to stay in his son’s life even though he didn’t like the Hari Krishnas.
That was indeed a heartwarming episode, but it was in the minority, as I mentioned. Most shows portrayed these spiritual groups as being led by white men with long beards and robes, attracting young women to work for them. Others were con artists who sought to take older people’s retirement savings. These were fictional depictions of a sad truth. Unfortunately, Eastern and Indigenous spirituality are for sale to too many people. You just need the proper marketing. However, sometimes the marketing can backfire on the companies in spectacular ways.
In 2018 Sephora, a make-up company that includes the Bare Minerals brand, decided to offer a $42 Witch tarter Kit for sale in their stores. The kit would consist of a sage smudge stick, crystals, tarot cards, and perfume. The company immediately faced a backlash from witches and pagans and pulled the product. Urban Outfitters’ clothing company caused a similar reaction when they began selling palo santo sticks in their stores. These were not spiritual self-care companies, metaphysical shops, or even bookstores where one could pick up a book on spirituality. Instead, it was clear that they were offering these items to sell them to a young demographic whose interest in spirituality was growing because they knew this demographic shopped at their stores.
These international companies garnered a lot of attention because they were so large and announced their products through social media. But stores such as five below and dollar tree, which are trading in on people’s interest in chakras and mindfulness, don’t receive the same attention. This is because they are small and niche, they don’t have the same brand marketability, and the pagans and magic users who shop there like that tools and candles can be purchased cheaply.
Consumer mega-giant Wal-Mart is also aware that pagans use their stores and now sell statues of goddesses and gods for between $25-$100, depending on the size and materials. Again, there is not a lot of backlash, possibly because those who would search Wal-Mart.com for a Triple Goddess statue don’t want to have the items pulled. It’s a combination of needs and economics. Sephora foundation can sell for $32 a bottle, and they make a line of clean and vegan make-up products. They market their products to a demographic that is aware of cultural and spiritual appropriation and can take their business elsewhere financially.
These larger companies are called to account for their actions because they are million or billion-dollar companies. If you start a protest at a Dollar Tree, an everything for a dollar store, not many people will care. The store caters to those in the lower socioeconomic demographic and doesn’t have the same social media following that the other stores do. No influencer is calling Dollar Tree out for their charka incense, probably because they don’t know it’s there.
While Sephora, Urban Outfitters, and other companies have been called out for cultural and spiritual appropriation, we need to remember that they are not putting these products on the market to be insensitive. They are doing so to make money and cash in on the spirituality wave washing through the American markets. A wave enhanced by the growth of social media and the work of ‘influencers.’
Social media is filled with images and videos of meditation and spaces decorated to make them look like temples. I love pictures of sunrooms with brightly colored meditation pillows on the floors, plants cascading down the walls or suspended in hangers, fairy lights adding a sense of magic. The rooms look peaceful and relaxing. They are a place where you never hear your cell phone going off and can listen to waves crashing on a beach for hours.
The economic side of capitalist spirituality is, to my mind, part of what moved charkas and mindfulness into mainstream American culture. First, there was an existing market of practicing pagans, and there was a growing market of people who wanted to cast spells and have crystals because it seemed cool, and then there was a market of people who were burned out and seeking something to help them handle their lives.
As soon as any product hits the market, a slew of imitators seek to cash in on the hype. While the missteps of Sephora are more out in the open, their attempts to cash in on the spiritual growth market fit in with what I saw in some of the boxes. Teas and facial treatments as part of self-care, with a lunar theme to keep it “goddessy.” Crystals to fill and cleanse your space and self-care oracle decks where you can pick a card and take on a self-care challenge.
The self-care/spirituality market overlap is incredible and often hard to pull apart. When one month you can see a definite focus on the spiritual, the next month can have witch kitsch and fancy hot chocolate. Deciding the line is difficult because how each box presents itself in its ads versus its offerings can change from month to month.