MoonBox: a look at the metaphysical beauty movement

By Deanna Utroske

- Last updated on GMT

image courtesy of MoonBox
image courtesy of MoonBox
Mineral makeup is one thing, but there’s a whole new niche of the beauty and personal care industry that is based on mindful beauty, holistic healing, astrology, numerology, crystals, stones, and smudge sticks. To find out more about this growing segment of the market, Cosmetics Design connected with Paula Pavlova and Katie Huang, co-founders of MoonBox, a subscription box based on the lunar cycle.

“While some may consider the lunar cycle and astrology to reside in the vein of New Age spiritualism, we believe that there is incredible potential in the growing intersection of holistic wellness and beauty,” ​Paula Pavlova and Katie Huang, co-founders of MoonBox, tell Cosmetics Design.

And they see beauty and wellness linked to an “increased demand for products that address and offer not only physical benefits, but add a [component] of mental wellness to the mix (i.e. How does this product make me look AND make me feel?).”

 “Our mission,” ​explain Pavlova and Huang “is to make mindfulness practices more easily accessible and integrated into our daily routines in a way that people actually look forward to, hence, coordinating the usage of products in our boxes to important lunar phases and events throughout the month.”

Mindful strategy

Monthly MoonBoxes (depending on the option a consumer chooses) comprise a combination of products: crystals, lunar tapestry, digital meditation resources, jewelry, tea, and oils, as well as beauty products, bath and body care, and skin care.

The company partners with CPG brands “that promote engaging wellness practices or complement holistic health,” ​say Pavlova and Huang. And given the burgeoning wellness movement, MoonBox and other marketplaces in the mindful beauty space should have no shortage of brands to partner with.

Brands like The Lyfestyle Co, Zodica Perfumary, Aether Beauty, Själ Skincare, and countless others are making products for consumers seeking out more mindful and meaningful makeup, fragrance, and personal care options.

Digital reality

“More than ever before, people are connecting to each other through the digital space, allowing ideas to flow freely and at an increasingly rapid pace,” ​note Pavlova and Huang. “As more connections are made and information is exchanged, however, whether it be through apps, websites, or social media, we find ourselves more intertwined and attached to technology and the effects of its instant gratification.”

“We believe that the rise of metaphysics, holistic wellness, and use of spiritual tools like crystals is a response to the overwhelming need to find our balance again in this new landscape, which involves actively nurturing and prioritizing our mental health.”

Ultimately,” ​Pavlova and Huang tell Cosmetics Design, “at MoonBox, we believe that we are all going through different versions of the same story. Life is full of ups and downs but there is one thing we can count on -- that we’re all in this together. The phases of the Moon help us remember that. When we dedicate ourselves to align with the cycles of the Moon, we are able to seamlessly meld that sense of collective mindfulness into our lives and treat each other with the same dedication and faith that the Moon gives to our Planet Earth, everyday.”



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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