Mushrooms are having a moment, popping up in everything from supplements to food items to skincare. As the wellness sector continues to boom in the wake of the pandemic, how can brands harness the ‘health halo’ surrounding fungi and help people integrate them into self-care rituals?

The global witch population is climbing and beauty brands are jumping on the bandwagon, working the occult aesthetic into their products. But as bad blood brews among witches who feel their beliefs are being commodified, it’s exposing the potential pitfalls of brands treading into subcultural territory.

Women are finding comfort, community and empowerment in alternative faiths and practices such as Wiccan and Witchcraft. How is the notion of The Witch being reclaimed by women, and how can brands tap into this identity without the clichéd wizardry?

Do you know your weirdcore from your witchcore? Aesthetics Wiki classifies and decodes the most obscure of internet subcultures, adding credence to obscure movements – and revealing how the creation of subcultures has changed alongside shifts in social media behavior.