
Moonlight And Sage: How TikTok's Witchy Intervention Built A 6-Figure Business
Many people would change their fate if they could. Whether it's seeking insight from a psychic or tarot card reader (the readings popping up on your TikTok FYP aren't always for you, on the contrary), visiting a healer, manifesting, or even casting a spell — we've all considered in the idea of a little witchy intervention.
For Anastasia Bonnet, that curiosity became life-changing. Before opening a six-figure business, revealing two storefronts, and establishing one of the most famed spiritual shops, Moonlight And Sage — she would go on to change her fate, too, through TikTok. "So I just lost my job," she sets up a camera on her balcony, during Covid, when businesses and companies were shutting down and furloughing employees. "If you need a reading, they're $5 on my Instagram," and while this video isn't what went viral and shot Bonnet off into fame, it was the plethora of videos that followed, leading to the invention of her famed "love oil" that would go viral over the app.
"I was posting on TikTok, sharing tips and tricks, and teaching people about herbs and crystals. People kept saying, 'You teach us how to make oils, why don't you just sell them?'" she says over Zoom. Her first spiritual products, which were shown on TikTok, initially centered around love, protection, and beauty. From there, her collection expanded into a range of oils, fueling even more growth for her name and what later went on to be a business. For the rootworker and Aphrodite-devotee, it took months before she showed her face on the app. "I was scared to show my face with spiritualism. I wasn't sure if people were going to accept it."
But when it came to choosing TikTok, a personality-forward app, over other platforms, the decision felt natural. "People are nicer on the app," she says. "You can share freely, and back then, the algorithm would just pick videos and send them out."
That's exactly what happened with a faceless video of her shaking a jar of her love oil. "Love oil is used to attract sexual, platonic love, or opportunities," she described in said video. The 15-second clip quickly garnered nearly 600,000 views. And it makes sense, love can be messy and complicated, so if an oil claims to help narrow it down, why wouldn't people be intrigued? Especially when the reviews speak for themselves. "I've been on a couple of dates and even gotten asked out more since wearing this oil," writes Kaleigh in a review on the site.
Even Tefi, a popular influencer with 1.9 million TikTok followers, vets for her Carnelian rings from Moonlight and Sage in a Tiktok video. 'I put them on, and the next day, I got an email from a magazine asking me to host their TikTok.'
From there, Bonnet began gaining traction with orders, fulfilling them from her California apartment until "the orders just became too much — there was no room in my house." During that time, like many first-time small business owners, she made common mistakes, such as producing oils in tiny bottles instead of larger gallon-sized batches. When her advent calendars went viral on TikTok, it became clear it was time to uproot elsewhere — a small e-commerce space. "People were asking for more nuanced spiritual items, and we just reached a point where we were boxed out of our room," she says. "It just came down to production." Two years later, she opened her first brick-and-mortar store in downtown Oceanside, California.
Tarot Cards
As a first-time business owner, she says the challenges don't stem from navigating wholesale buying or projecting margins. Since she handmakes 85% of her products, she lets her pricing be guided by intuition, saying, 'Spirit tells me.'
Her oils initially sold for $12 but as the business has grown so have the prices. And even more recently, with rising gas prices, shipping costs, and the impact of Trump's tariffs — particularly on imported herbs and crystals — she's had to adjust. Still, she often chooses to 'just eat the cost.' And that's not the only unorthodox business practice she follows. She's also one of the rare business owners who chooses not to pocket any of the company's revenue. "I don't cut a check. From the time I opened my business, I had $50 in my bank account. I've always put it back into my business." That commitment has come in handy when facing the unfortunate downsides of running an occult store: "restraining orders, lawyers, and years of litigation." Despite these challenges, she continues to pay her 16 employees and pays herself through the members-only monetized platform, Patreon.
Adding to her unconventional and a somewhat ironic approach for a TikTok creator who built her business on the app, Bonnet chooses not to sell her spelled products on TikTok Shop.
"TikTok Shop would be for me if I didn't sell witchcraft," she explains. "If I could put my oils on there, I would."
It's a frustrating limitation, especially since adding more products to TikTok Shop often leads to increased visibility and sales. Yet Bonnet remains committed to using her own domain and website as the sole platform for her products. Many business owners who launch on TikTok lean heavily on the shop feature, but their reliance was shaken when the app faced a brief, nationwide ban in the U.S. for less than 24 hours — a wake-up call for creators and entrepreneurs across the country.
Still, Bonnet isn't even a recipient of the TikTok Creator Fund. Instead, she hosts live sales every Friday, timing the release of her newly launched products with "Venus days" — a strategy that has been a game-changer not only for her business but also for cultivating a community of over 1,000,000 followers across her two accounts.
Uncrossing Moonlight And Sage Oil
"I'll show them [the products], and they can go to the website. I can do a cute theme," Bonnet thought in the moment of its' inception. She often introduces 'mystery bags' and 'exclusive to the live' items, decorating her setup with themed adornments. The result: "It sold out in 10 minutes."
Spirituality on social media has long been a contentious space, rife with fake psychics and spiritualists preying on vulnerable people. Bonnet is actively working to combat that. "I open up about everything I go through — it's just not fair for me to show up on camera perfect and poised. That's not realistic," she says. She adds, "When it comes to spirituality, people often target those who are insecure, need money, think their husbands are cheating, or struggle with their weight. There are just certain conversations I won't even entertain or allow in my space." It's likely you've been there, down and depressed and scrolling on TikTok, and you see the perfect video that's describing your situation, "and then here comes a tarot reader like '555, 444 — stop scrolling.' Like of course you're going to stop and pay $55, the predation is crazy [on TikTok]." For her, the biggest way to keep people safe is "when they ask for spells that we don't think is safe, we tell them."
Bonnet's success has taken her online fame into in-real life with a larger second space just two blocks down the street. This time, she's combined her e-commerce and retail operations conjoined. "I like having my crew under the same roof," she says. The new space, replacing the old one, officially opened on "Venus Day," March 21, with a line wrapped around the block — some shoppers even camped out overnight in anticipation. The next day, Bonnet returned to TikTok with a familiar, faceless video reminiscent of her early days. "It's the morning after my opening, and I am very tired," she said. "But I just really want to quickly come on here to say thank you."
Hashtags

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
2 hours ago
- Yahoo
Minnesota Timberwolves, Lynx Sale to A-Rod, Lore Approved by NBA
The NBA Board of Governors unanimously approved the sale of the Minnesota Timberwolves and Minnesota Lynx from Glen Taylor to Marc Lore and Alex Rodriguez, according to an announcement from the NBA. Board approval required at least 23 of the 30 owners to sign off. The deal is expected to close this week. Lore will serve as Timberwolves' governor, with Rodriguez as alternate governor. They will swap roles for the Lynx. More from NBA Playoff Ratings Stay Hot as Knicks Try to Keep the Party Going Napheesa Collier Signs With Jordan Brand After 'Meaningful' MJ Pitch Edwards' NBA Fines Less Than Portis, Embiid Surrendered This Season The approval marks the end of a four-year saga that originated in 2021, when COVID-19 was still a concern. The purchase agreement called for a first payment at a valuation of $1.5 billion, and payments at 4% escalators in three subsequent payments, with Lore and Rodriguez taking control in 2024. The multi-year transaction gave Taylor a few more years to lead the team, as well as time for the buyers to raise money to finance each subsequent transaction, but things blew up in March 2024 when Taylor said the deal was off due to missed deadlines. The following day, the buyers told Sportico that Taylor had breached the terms of their contract. Taylor likely had some seller's remorse as the value of NBA teams doubled since he agreed to sell. In 2024, Minnesota reached the Western Conference finals for the first time since 2004—a 13-year playoff drought followed. The Timberwolves made the final four again in 2025. In February, a three-person arbitration panel ruled 2-1 in favor of Lore and Rodriguez to buy the NBA and WNBA teams. The arbitrators didn't rule that the teams belonged to Rodriguez and Lore. Instead, the panel ruled that the buyers should have another 90 days to continue the four-part transaction, resetting the clock back to where both sides were in early 2024. Rodriguez and Lore owe $942 million for the final two payments, and that money was put into an escrow account held by JPMorgan last October, Sportico previously reported. The purpose of that move was both to signal to the arbitrators that their financing was no longer a concern and to facilitate a smoother closing process when it came time to transfer the money. Lore and Rodriguez were approved as minority owners when the deal was signed in 2021, but the approval process for control owners is more complex and thorough, including an in-depth look at backgrounds, personal finances and fellow investors. Their cap table got a boost with the addition of former New York City mayor Mike Bloomberg and ex-Google CEO Eric Schmidt. Bloomberg is worth $105 billion, according to Forbes, while Schmidt checks in at $23 billion. One of the most pressing issues facing Lore and A-Rod is the future of the Target Center, which opened in 1990 and is the second-oldest arena in the NBA. The buyers have expressed interest in building a new venue. Taylor bought the Timberwolves in 1995 for $89 million and has owned the Lynx since they started playing in 1999. Taylor and his wife Becky posted a 'Thank you, Minnesota' letter on the team's website Tuesday and took out a full-page newspaper ad in the Minnesota Star Tribune, which he also owns, to say his time as owner had 'come to a close' and that it had 'been the honor of our lives.' In December, Sportico valued the Timberwolves at $3.29 billion, which included the 2024 Lynx value and ranked 28th overall in the NBA. In Sportico's latest WNBA team rankings, released Tuesday, the value of the Lynx jumped from $85 million to $240 million. Best of Most Expensive Sports Memorabilia and Collectibles in History The 100 Most Valuable Sports Teams in the World NFL Private Equity Ownership Rules: PE Can Now Own Stakes in Teams
Yahoo
2 hours ago
- Yahoo
In-N-Out heiress doubles down on California staying company's HQ, but says Tennessee office opening allows staff better chances to buy a home
In-N-Out's owner Lynsi Snyder reaffirmed the company's headquarters will remain in California, despite her family's upcoming move to Tennessee to support the burger chain's eastern expansion. Snyder emphasized her deep ties to California and the brand's heritage, but cited cost-of-living challenges as a reason for offering employees new opportunities to raise families and buy homes in more affordable states. The billionaire president and heiress of the In-N-Out burger empire has reaffirmed her commitment to keeping the company's headquarters in California, after telling a podcast earlier this week that her family will be moving to Tennessee where the business is opening a new office to support growth. Lynsi Snyder is the fourth in her family to lead the business, which was first opened by her grandfather Harry nearly 80 years ago with a store in Baldwin Park. The business has rapidly expanded since then, with locations now stretching into states like Texas and Colorado, and a new eastern territories office planned for Franklin, Tennessee. Speaking on the 'Relatable' podcast earlier this week, Snyder said her family will be moving east while the business will continue to handle the bulk of its operations from its home state of California. Snyder explained her reasons for the personal move: 'There's a lot of great things about California, but raising a family is not easy here. Doing business is not easy here. The bulk of our stores are still going to be here in California, but it will be wonderful having an office … growing out there.' Since the podcast, Snyder has clarified and reconfirmed that the company—which has become somewhat emblematic of the California food scene—is committed to the Golden State and is not moving its headquarters to Tennessee. In a video posted to her Instagram page, Snyder told followers: 'We're not leaving California, or leaving our roots behind. Each one of our locations is here to stay.' If anything, the company is doubling down on its commitment to its heritage, with Snyder telling the podcast that the company's two offices in Baldwin Park and Irvine would be consolidating under the roof of the former—the site of its original home. In the update posted to her social media, she continued: 'Moving into Tennessee provides our In-N-Out associates wonderful opportunities to buy a home and raise a family, and be part of our expansion in a different part of the U.S.' 'Where I raise my family has nothing to do with my love and appreciation for our customers in California,' the mother-of-four added. Cost-of-living considerations For In-N-Out employees either in stores or their head office, achieving the dream of owning a home is particularly tough in the brand's home state. Per data from Zillow, the average price of a home in California is upwards of $786,000, while a 2022 study from nonprofit Child Care Aware of America (CCAoA) found the average annual infant center-based childcare cost was $18,201. Tennessee, by contrast, has an average home price of a little under $335,000—less than half of its Cali counterpart—and respective childcare costs come in at approximately $10,800 a year. These are facts Snyder seems well aware of. The woman worth $7.3 billion per Forbes continued in her social video: 'There's so many opportunities for people to own homes in Tennessee and even some of the surrounding states that we could possibly end up in. It's tough here in California and this doesn't have to do with my love or loyalty to the state and our customers, but I love our associates and I would love to offer them this, just like we've offered other states that provide different things to them. 'The dream of of a home and a family is more feasible there for sure.' Snyder's path to taking over the top role and the ownership of the company has not been a straightforward one. Her uncle, Rich Snyder, took the helm of the company in 1976 following the death of its founder—his father, Harry Snyder, and his mother, Esther. But Rich himself died in a plane crash in 1993 with Snyder's father, Guy, taking over the running of the company. However, Snyder's father died in 1999, leaving Lynsi—at the age of 17—the last of her family custodian of the empire. Despite this succession of events, Snyder said the commitment of In-N-Out today, on a much larger scale, is the same as that of her grandparents: 'We are committed to quality, that's something that I know people understand. We're one of the most trusted brands because of that, because we don't cut corners, we don't compromise, and we don't sacrifice the very high standards that were set by my grandparents and my father and my uncle.' She concluded: 'We never forget our roots, and I talk all the time about the tiny little stand that my grandparents ran and the handful of people that did it and how starting there, we've ended up with over 40,000 associates in this family, and we keep doing the same thing that we did in 1948.' This story was originally featured on


USA Today
3 hours ago
- USA Today
Instagram adds safety features to adult-run accounts featuring children
Meta is introducing additional safety features for teen users on its Instagram platform, including new safeguards in direct messaging aimed at preventing what the company calls "direct and indirect harm." The new features add on to its existing "teen accounts" and include a more prominent display of information about other users when messaging directly, new options to view safety tips and swiftly block an account, and extends existing teen account protections to accounts run by adults that primarily feature children. Meta's July 23 announcement is the latest in what has been a monthslong effort to enact greater protections for its teen users on Instagram, Facebook and Messenger amid a widening pressure campaign by activists, lawmakers and health officials demanding social media companies do more to protect younger users against mental health harm and sexual exploitation. Here's what to know about the new features. More: Meta and TikTok face lawsuit over NYC teen's 'subway surfing' death Teen accounts to see new restrictions in direct messaging Meta said in its July 23 statement on the update that teen users will now see the month and year an account joined when chatting with them directly, and teens will be able to more easily block and report another user while direct messaging. "These new features complement the Safety Notices we show to remind people to be cautious in private messages and to block and report anything that makes them uncomfortable – and we're encouraged to see teens responding to them," Meta said. "In June alone, they blocked accounts 1 million times and reported another 1 million after seeing a Safety Notice." Meta introduced teen accounts in September 2024 in response to increasing concerns over social media's impact on children and teens' mental health and safety and criticism that platforms do not do enough to protect minors. What are Instagram Teen Accounts? Here's what to know about the new accounts with tighter restrictions New safety features on adult-run accounts featuring children The most popular social media platforms in the U.S., such as Meta's Facebook, Instagram and Messenger, only allow users 13 years of age and older. On Instagram, adults are able to create accounts featuring or representing children if they disclose in the account bio that they manage the account, according to platform guidelines. This includes so-called family-influencer accounts that regularly share images of their children and accounts run by parents or talent managers that represent minors. "While these accounts are overwhelmingly used in benign ways, unfortunately there are people who may try to abuse them, leaving sexualized comments under their posts or asking for sexual images in DMs, in clear violation of our rules," Meta said of the adult-run accounts, which will be subject to several teen-account safety features as well in the coming months. Here's how these accounts will change: The company said it removed 135,000 Instagram accounts earlier this year for leaving sexualized comments or requesting sexual images from adult-managed accounts featuring children under 13. It removed an additional 500,000 Facebook and Instagram accounts linked to those accounts. What are teen accounts on Instagram? See safety features The Instagram teen accounts are automatically assigned to any new users under the age of 18. They limit what users can see, who can message and interact with them, and enable parents to exercise more control over their teens' social media use. Safety features on teen accounts include: In April, the company announced it would start testing a protection feature in Instagram direct messages for teens under 18 that automatically blurs nude images, gives senders the option to unsend the images, and gives warning notices to both senders and recipients. Meta said 99% of users have kept the nudity blur turned on since it was introduced, and in June over 40% of blurred images received in direct messages stayed blurred. Social media platforms criticized over impact on minors Meta, alongside other social media platform owners, has faced years of criticism and hundreds of lawsuits from over the addictive nature of social media and safety for minors. In 2023, more than 40 U.S. states sued Meta for misleading the public about the dangers of its platforms, and in July 2024, the U.S. Senate advanced two online safety bills that would force social media companies to take responsibility for how their platforms affect children and teens. Contributing: Reuters Kathryn Palmer is a national trending news reporter for USA TODAY. You can reach her at kapalmer@ and on X @KathrynPlmr.