If your ideal customer charges their crystals during the full moon, has a tarot deck on their desk, and thinks mossy forest paths are better than beach vacations, welcome to the world of Witchcore marketing! This mystical, earth-rooted aesthetic blends cottagecore comfort with gothic vibes, apothecary charm, and a heavy dose of magical energy. And for brands and creators? It's a golden opportunity to connect with a passionate, intentional, and spellbound audience.
Witchcore is more than an aesthetic – it's a mindset. It's about honoring the unseen, embracing rituals, and living in harmony with nature and intuition. Whether your products are made with herbs, crystals, or candles, or your services center on slow living and inner magic, this guide will help you connect with customers who crave meaningful beauty and intentional living.
Let’s walk through exactly how to market to Witchcore customers, from brand energy to product creation, content strategy, and beyond.
1. Understand the Vibe: What Is Witchcore?
Witchcore is a romanticized, mystical aesthetic rooted in nature, magic, and quiet power. It blends the natural beauty of cottagecore with darker, occult elements: think vintage apothecaries, herbal spellbooks, antique mirrors, crystals, and candles dripping with intention. It’s a lifestyle for those who find empowerment in ritual, self-expression in symbolism, and joy in slow, sacred living.
Witchcore isn’t about being spooky or trendy. It’s about connecting to something deeper – a reverence for nature, energy, and ancestral knowledge. Brands that understand this don’t just sell products; they offer tools for transformation and self-connection.
2. The Witchcore Customer: Who She Is
Your ideal Witchcore customer is intentional and introspective. She’s drawn to symbolism, ritual, nature, and the mystical unknown. She values uniqueness and is deeply aesthetic-driven. She might be:
- A cottagecore enthusiast who wandered into the woods and never left
- A tarot reader, astrology lover, or crystal collector
- A small business owner blending magic with modern life
- Someone curating a sacred space at home that feels personal and powerful
She’s a visual thinker, a feeler, and a storyteller. She isn’t shopping for trends – she’s curating a lifestyle that reflects her inner world. She wants connection, intention, and a brand that “gets her.”
3. Products That Speak Her Language
Witchcore customers love products that blend beauty, utility, and symbolism. Here are a few that resonate:
- Candles with intention (e.g. new moon, protection, manifestation)
- Herbal goods (salves, teas, spell jars, bath soaks)
- Crystals + crystal grids
- Tarot cards and altar cloths
- Mystical jewelry (think moons, snakes, herbs, pentacles)
- Printable spell pages or grimoire inserts
- Vintage-inspired home décor (mirrors, frames, candelabras)
- Witchy fashion (velvet, lace, celestial prints, cloaks)
Bonus points if it’s handmade, customizable, or sustainably sourced.
Witchcore products should feel like tools for a ritual, not just decorations. The more sensory and meaningful, the better.
4. Branding That Feels Like a Spell
Witchcore branding should feel intentional, moody, and layered. Think:
- Earthy, deep color palettes (forest green, burgundy, black, bronze)
- Botanical or celestial elements (moths, moons, herbs, stars)
- Fonts that feel handwritten, magical, or vintage
- Packaging that looks like it came out of an apothecary (glass jars, wax seals, kraft paper, herbs)
- Brand language that sounds poetic, rich, and symbolic
Everything from your logo to your thank-you notes should feel like it belongs in a spellbook. Consistency in visual and emotional tone is key to enchanting this audience.
5. Content That Feels Like a Journal Entry
Your content should feel slow, meaningful, and reflective. Here’s what resonates:
- Ritual walkthroughs or “how I use this in my practice”
- Full moon and seasonal content (Sabbats, solstices, equinoxes)
- Crystal or herb spotlights with lore and magical properties
- Behind the scenes of your creative or ritual process
- Journal-style storytelling, poetic captions, personal shares
This audience values depth and energy. You don’t need to post every day – just share with intention and authenticity. Quiet marketing is still powerful.
6. Where to Reach Witchcore Audiences
She’s likely to be found here:
- Pinterest (vision boards, spell pages, moodboards)
- Instagram (grid + stories with a soft, witchy aesthetic)
- TikTok (ritual routines, aesthetic packing orders, cottagecore crossovers)
- Etsy or handmade platforms
- Email newsletters that feel like notes from the coven
This audience often values curation over clutter. Thoughtful, well-designed content always wins over flashy, fast trends.
7. Naming and Describing with Intention
Witchcore customers are drawn to poetic, symbolic language. Use phrases like:
- “Moon-bathed ritual candle”
- “Hand-blended herbal bath soak for protection”
- “Crystal talisman for clarity + confidence”
- “Grimoire pages inspired by forest magic”
Use emotion-rich, sensory words and lean into the story behind the item.
Spellbinding copywriting isn't about fluff. It’s about resonance, intention, and crafting an emotional experience that draws the right person in.
8. Create an Enchanted Unboxing Experience
Packaging is HUGE for the Witchcore audience. Make it magical:
- Dried herbs or flower petals
- Wax seals or parchment paper
- Handwritten thank-you notes with sigils or spells
- Soft cloth wraps or lace
- Custom scent or ritual instructions
The unboxing should feel like opening a sacred gift or secret scroll. It’s not just a delivery – it’s part of the spell.
9. Lifetime Value of a Witchcore Customer
The Witchcore shopper is loyal. Once she finds a brand that speaks her language, she returns again and again to grow her collection or deepen her practice. Focus on:
- Seasonal product launches (Samhain, Beltane, Solstice kits)
- Loyalty rewards or magical membership clubs
- Email marketing that feels like a secret grimoire page
- Expanding collections that work together (e.g. crystal sets, altar kits)
Treat her like a member of your magical inner circle. She'll stick around.
10. Be Real. Stay Rooted.
Authenticity is everything in this space. Don’t fake the vibe. Speak from real experience, or collaborate with creators who live the aesthetic. It’s not about pretending to be a witch – it’s about honoring the energy, symbolism, and depth your customer brings into every purchase.
Show up honestly, consistently, and with real intention. Your people will feel it.
Witchy vibes, branding rooted in ritual, and marketing that feels like a spell? Yes please. This is your time to build a business that feels like magic to the people who are already dreaming of it.
Here are some more great articles that you might love!
- The Ultimate Guide to Marketing to Cottagecore Customers
- The Ultimate Guide to Marketing to Dark Academia Customers
- Huge List of All the ‘Core' Aesthetics for Marketing
