How witchcraft is casting a spell over the beauty industry

As a growing number of consumers embrace Wicca, brands can learn from Sephora and Pinrose's cautionary tale when tapping into the occult

Halloween is fast approaching and it’s this spooky time of year when consumers will be on the hunt for vampiric hues of lipstick, ghoulish base make-up and claw-inspired nails.

And, of course, the cosmetics industry is there to cater for their darkest beauty fantasies – even if it is for one night only. But when does it all go too far?

In the US, between 2011 and 2017, the number of consumers i . . .

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