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Makeup company Sephora set off all kinds of controversy when it launched "Witch Kits" and in the process upset everyone from Wiccans to Pagans to Indigenous People.
The kit, which contains a crystal, a piece of white sage for burning, and set of tarot cards upset a whole bunch of people for a whole bunch of different reasons. Some felt "basic white girls" were now going to want to become witches because it's trendy. Some Native Americans were upset by the selling of white sage which is sacred to their beliefs. The Pagans and the Wiccans felt their religion was being mocked.
Eventually the company, Pinrose, that makes the kits decided it wasn't worth the bother, and cancelled the kit. Here is there statement addressing the controversy:
First and foremost, to those who have shared their disappointment or taken offense to this product, we apologize profoundly. This was not our intent. We thank you for communicating with us and expressing your feelings. We hear you; we will not be manufacturing or making this product available for sale.
Our intention for the product was to create something that celebrates wellness, personal ceremony, and intention setting with a focus on using fragrance as a beauty ritual.
Responses to Frequently Asked Questions:
- Artwork used in the kit was purchased by Pinrose on June 24, 2018. The Print Usage License (P-EL) covers use on products for resale and never expires.
- Per the USDA's Natural Resources Conservation Service, Salvia Apiana (White Sage) is not classified as threatened or endangered. The sage that was planned to be used in this kit is sourced from a Green America Gold Certified company. The sage is grown in the wild in California and is sustainably harvested and sold by Native American owned and operated businesses.
- The product did not reference ceremonial smudging or ceremony circles.
About Pinrose:
Pinrose is based in San Francisco. The company is majority owned by its 8 full-time female employees. All Pinrose products are made in New Jersey, California, or Texas. Pinrose is an inclusive, luxury beauty company that amplifies your imagination and individuality because it inspires playful product experience, demystifies the world of fragrance, and tailors your buying journey. Our brand values include playfulness, inclusivity, individuality and making our customer "the face of our brand." We do not use celebrity or designer endorsements as we encourage our customer to be the best version of themself.
People really didn't want basic white girls to become witches.
But then people were upset that the only people upset about basic white girls doing witchcraft was basic white girls.
The Wiccans and Pagans chimed in to be heard.
If you are going to buy 'witch kits" don't buy from Sephora, buy from a reputable witch company.
But it wasn't just the basic white girl witches, the Pagans and the Wiccans, people were upset for the Native American's and Indigenous people too.
And if you want to buy a smudge kit don't buy from Sephora, buy from this reputable company.
Lesson learned don't get your makeup and your spirituality twisted!
Thankfully the co-opting of witchcraft was avoided by Twitter.