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Brief Published: 6 Sep 2018

Mainstreaming Spirituality: MoonBox’s Celestial Subscription


As mystical practices become mainstream, beauty brands are capitalising on this opportunity by creating products with a spiritual narrative. New launches in this category cite lunar inspirations as key.

Modern consumers are seeking total wellbeing with moon-motivated rituals, and the latest company tapping into this mindset is US subscription service MoonBox. Each monthly box contains crystals, tarot cards and four ethically sourced products – including essential oils, body scrubs and soaps. Together, these curated blends aim to detoxify body and spirit in alignment with the 28-day lunar cycle. 

Launched in 2018, MoonBox’s subscription model and step-by-step guide inject mindfulness into users’ daily routines and create a more accessible route for them to practice new customs. It feeds into demand from millennials and Gen Zers – 69% of pivotals (aged 13 to 34) believe in a non-physical realm (BeautyCon Media, 2017). We explore how this cohort navigates today’s turbulent times with magic in our report Modern Mysticism.

In addition, the brand’s online platform offers information on meditation techniques and rituals for different periods of the lunar cycle. It also sends Google calendar reminders to subscribers, so they can incorporate these new practices at the start of the new moon phase.

Beauty brands are starting to acknowledge the importance of cyclical patterns when developing personal care products, as skincare and bodycare transform into self-care. A good example is Parisian brand Shigeta’s Luna Bath Salts, which harness the power of aromatherapy at each phase of the moon.

We predict an uptick in ranges that support consumers’ emotional needs – regardless of the scientific accuracy of these claims. To read more about this burgeoning trend, see Selling Cyclical Beauty  and Serving the Self-Care Generation.

For deeper insights into spiritual beauty, see Make It Magic: New-Age Beauty, Product Projections 2018: Cosmetics  and Instagangs: Bewitched Beauty.