• Nitika Shah

Mercury may be in Retrograde but Merchandise Certainly Isn't...

According to 2018 market research, the Astrology market is valued at more than $2B.

In the last few years, it wormed its way into technology, flooding onto social media like Instagram and Twitter with accounts such as @jakesastrology (which has more than 160k followers) and @poetastrologers (over 445k) — and those are just to name a few.

Brands have found a way to appeal to the younger generation and capitalize on the budding mystical market, check out a couple of examples below.


There's Whiskey River Soap Co. - a company selling soaps and candles themed after the various zodaic signs. It's the scent descriptions that really get us - so specific!


On the opposite end of the spectrum, there's MSCHF, a creative agency that's quietly been creating some of the most absurd, cynical, and viral projects and products that have spread across the internet. Products from an astrology-based stock trading app, to a toaster-shaped bathbomb, to Holy Water-filled sneakers.

The app seems to take design cues from Co—Star. It’s very simple to use: after you download Bull and Moon, all you do is input your first name, your date of birth, and your investing experience, and the app will give you personalized stocks.

Each project feels like a playful take on modernity’s increasingly alienating trends; there’s nothing like seeing the astrology boom, for example, taken to its logical endpoint, which is to say being captured entirely by capitalism.

Full article can be found at The Verge.

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