A recent report from IBISWorld found that Americans spend $2.2 billion annually on “mystical services”. However, the relationship between beauty and astrology is anything but new. As far back as May 1920, Vogue featured an all-purpose skincare brand that was tailored to both skin type and zodiac sign.  

In Los Angeles, Moon Juice—which launched a decade ago as a simple juice shop in Venice—has acquired a gargantuan cult following that includes Gwyneth Paltrow, Zoë Kravitz, Emma Roberts and basically any and everyone in Hollywood that has a New Age inclination. The brand’s website, which describes itself as "a healing force, an etheric potion, a cosmic beacon for those seeking out beauty, wellness and longevity" has now expanded into becoming one of the most coveted supplement and skincare product lines to-date. “I have been making New Moon intentions for over a decade” says the brand’s founder Amanda Chantal Bacon, whose cosmos-inspired diet went viral back in 2015, “I can track some miraculous growth that’s occurred through the moon cycles. I also do simple things like avoid signing contracts during mercury retrograde.”

With its ultra-dewy ‘Cosmic Cream’ moisturizer, and best-selling ‘Beauty Dust’ and ‘Full Moon Sachets’ (adaptogenic blends that “transform your beauty, brain, sex, power, spirit, and dream”), Moon Juice stands as one of the forbearers of the cosmic beauty movement. “Approaching beauty from within doesn’t start and end with the body,” says Bacon, “We must consider the cosmos and our relationship to the energies in between.”

(Continues)

Main image: Steven Meisel, Vogue Italia, August 2005.

Read the full article in the November issue of Vogue Italia, on newsstands from May 5th