Why is witchcraft on the rise?

Now 38 years old, Diaz remembers that when she was growing up, her family’s spellwork felt taboo. But over the past few years, witchcraft, long viewed with suspicion and even hostility, has transmuted into a mainstream phenomenon. The coven is the new squad: There are sea witches, city witches, cottage witches, kitchen witches, and influencer witches, who share recipes for moon water or dreamy photos of altars bathed in candlelight. There are witches living in Winnipeg and Indiana, San Francisco and Dubai; hosting moon rituals in Manhattan’s public parks and selling $11.99 hangover cures that “adjust the vibration of alcohol so that it doesn’t add extra density and energetic ‘weight’ to your aura.” A 2014 Pew Research Center report suggested that the United States’ adult population of pagans and Wiccans was about 730,000—on par with the number of Unitarians. But Wicca represents just one among many approaches to witchery, and not all witches consider themselves pagan or Wiccan. These days, Diaz told me, “everyone calls themselves witches.” …

Casting spells and assembling altars have become quite lucrative. You can attend a fall-equinox ritual organized by Airbnb, sign up for subscription witch boxes offering the equivalent of Blue Apron for magic-making, and buy aura cleanses on Etsy. Instagram’s reigning witch influencer, Bri Luna, has more than 450,000 followers and has collaborated with Coach, Refinery29, and Smashbox, for which she recently introduced a line of cosmetics “inspired by the transformative quality of crystals.” …

The latest witch renaissance coincides with a growing fascination with astrology, crystals, and tarot, which, like magic, practitioners consider ways to tap into unseen, unconventional sources of power—and which can be especially appealing for people who feel disenfranchised or who have grown weary of trying to enact change by working within the system. (Modern witchcraft has drawn more women than men, as well as many people of color and queer or transgender individuals; a “witch” can be any gender.) “The more frustrated people get, they do often turn to witchcraft, because they’re like, ‘Well, the usual channels are just not working, so let’s see what else is out there,’ ” Grossman told me. “Whenever there are events that really shake the foundations of society”—the American Civil War, turmoil in prerevolutionary Russia, the rise of Weimar Germany, England’s postwar reconstruction—“people absolutely turn towards the occult.” Trump must contend not only with the #Resistance but with the #MagicResistance, which shares guides to hexing corporations, spells to protect reproductive rights, and opportunities to join the 4,900 members of the #BindTrump Facebook group in casting spells to curb the president’s power.