The Ultimate Guide to Marketing to Goblincore Aesthetic Customers

If your dream customer collects shiny things, saves every mushroom meme, and happily tromps through the mud in thrifted boots – welcome to the wild, weird, and deeply wonderful world of Goblincore.

Goblincore celebrates the messy, earthy, and overlooked beauty in life. Think moss, snails, mushrooms, rocks, frogs, and scavenged treasures – all wrapped up in a vibe that’s unapologetically chaotic, cozy, and a little feral. This aesthetic embraces imperfection, finds magic in the mundane, and is beloved by people who feel more at home in the woods than in a boardroom!

If you're marketing handmade products, vintage goods, or earthy services, this is your moment to get gloriously goblin-y.

Here are 11 grounded (and a little muddy) strategies to market to Goblincore aesthetic customers:

1. Embrace the Messy Magic of Nature

Goblincore isn’t polished… it’s real. Your visuals and voice should lean into texture, grit, and earthy charm. The aesthetic values decay, dampness, and moss as much as others value sparkle and shine. Don’t be afraid to show the imperfect edges of your product, packaging, or process – that’s what gives it character.

Color palette: moss green, mushroom brown, clay red, foggy gray, lichen yellow.
Mood: chaotic good, quirky, cozy clutter.
Think damp forest vibes, scavenger piles, and garden dirt under the nails.

2. Know Your Goblincore Customer

She (or they!) is curious, clever, and a little scrappy. She's not after perfection – she’s after connection. Goblincore lovers are often neurodivergent, creative, and delightfully offbeat. They might garden by moonlight, write snail mail with leaf stickers, or build altars out of sticks and rocks. Authenticity is everything.

She loves collecting rocks, jars, and thrifted treasures.
She values authenticity, sustainability, and humor.
She’s often neurodivergent, creative, and community-oriented.

3. Sell Things That Feel Found or Foraged

Goblincore customers love products that look like they came from the forest floor or the back of a forgotten cabinet. If it feels old, magical, handmade, or previously loved, it will spark delight.

Think handmade soaps with mossy scents, imperfect ceramic mugs, dried herb bundles, forest-themed art prints.
Vintage finds? YES. Especially weird little statues, ornate frames, and anything that looks vaguely magical or mildly cursed in the best way.

4. Make Your Brand Feel Like a Cozy Cave

Your visuals should feel tactile, a little cluttered, and full of unexpected delight. Instead of minimalist aesthetics, go for cozy maximalism: layers of textures, natural materials, and hand-drawn illustrations tucked into the corners.

Use dark earthy tones, layered textures, handwritten fonts.
Add intentional mess – stacks of books, baskets of pinecones, a frog sticker here and there.

5. Write Like a Quirky Forest Witch

Your copy should feel like a scribbled note found in a mossy journal. Goblincore fans love personality and inside jokes. Be playful, be poetic, and lean into that mischievous goblin energy.

Use whimsy, humor, and goblin-speak: “Shiny hoard-worthy things,” “Snail-approved soap,” “Perfect for mushroom frolicking.”
Talk directly to your reader, and don’t be afraid to be weird.

6. Lean Into Thrift, Reuse, and Reclamation

This aesthetic LOVES reuse. Highlight your sustainability practices and showcase upcycled or repurposed materials. Packaging doesn’t have to be pristine – in fact, it’s better when it looks like it was rescued from a cottage attic.

Share your sourcing stories.
Offer behind-the-scenes on reclaiming wood, salvaging jars, or thrift flipping.

7. Use Unfiltered, Earthy Visuals

Your photos don’t have to be perfect – they need to feel real. The lighting can be moody, the setup a little chaotic. Capture the joy in the mess and the charm in the clutter.

Capture cluttered altars, cloudy skies, muddy boots, and mossy textures.
Create flat lays that look like goblin hoards: crystals, buttons, leaves, old coins, acorns.

8. Collaborate With Goblincore Creators

There is a thriving Goblincore creator community online. Partner with artists, poets, and small influencers for authentic visibility. Goblincore fans follow people who live and breathe this aesthetic – not those who try to sell it.

Send care packages full of trinkets and oddities.
Run co-branded seasonal scavenger hunts or “foraging challenges.”

9. Make Your Website Feel Like a Hidden Hollow

Forget minimalism. Make it cozy, surprising, and immersive. Add little magical surprises throughout your site to delight your visitors. Think hidden links, goblin riddles, or forest soundscapes.

Hide Easter eggs, include little jokes, or add soundscapes.
Think hand-drawn elements, natural textures, and layered design.

10. Seasonal Magic Works Wonders

Goblincore shifts beautifully with the seasons. Fall and spring are peak goblin times! Align your content and product drops with natural cycles, forest folklore, and cozy cottage living.

Offer seasonal collections named things like “Muddy Boots” or “Rot & Bloom.”
Celebrate Equinoxes, rainy days, mushroom season.

11. The Lifetime Value of a Goblincore Customer

These buyers are loyal, vocal, and deeply engaged. Once they connect with your brand, they’ll tell everyone in their goblin circle. They're not passive shoppers – they’re collectors, community builders, and co-creators.

They will shout your brand from their mossy rooftops if they feel aligned.
Create quirky clubs, give them sneak peeks, name products after them – goblins love being seen.

Marketing to Goblincore customers means letting go of polish and leaning into authenticity. It’s about celebrating the weird, the wild, and the wonderfully witchy. Build a brand that feels like a mossy rock with a secret carved underneath – and your goblin girls will come running.

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