Whether you believe in witchcraft or not, it's hard to deny that the occult has become increasingly mainstream over the past few years. From the Harry Potter craze to a surge in coven memberships, there's something about this modern revival that makes people want to reclaim their witchy roots. And it seems like Summit's got a new addition to its list of magical spots: Witch Baby, an occult bath and beauty shop that sells handcrafted vegan and cruelty-free products.
Founder Chelsea Selby is the expert on all things witchy, and her brand has grown from one small-scale shop in her home into a multi-location operation with a focus on community. Selby says her business was born out of a desire to make high-quality, natural, and cruelty-free body care products that have a witchy edge.
"If I didn't think that I could make soaps that would be magical and witchy, and that were really good for you, then I wouldn't do it," she said. Her first products were scented with essential oils and herbs and sold in small batches online. After amassing 200,000 followers on Instagram, Witch Baby Soap was able to secure two retail locations in Cranford and Red Bank.
The Summit store is the third location for Witch baby Chaturbate the business, which Selby runs with her husband, Joe, and daughter, Lulu. Walking through the door of Witch Baby feels a lot like entering a bakery: colorful cakes of soaps line the shelves, shaped to look like downy clouds, tiny pink rosebuds, or tarot cards. Jars of face masks, scented salts, and herbal "bath potions" add to the witchy vibe, as does a large collection of unique and stunning bath bombs, from a navy-and-gold-dusted astrology bomb to a deep crimson dragon's blood product.
While some Witch Baby customers have a religious connection to their work, others have a more secular perspective. Selby is proud to say that she respects every form of spirituality and welcomes all witches, regardless of their beliefs.
A big part of her mission is to raise awareness about witchcraft and empower the next generation of practitioners. She hopes to teach kids the importance of being a witch and a witchy spirit and to encourage them to make their own magic. Her book, Lulu and the Witch Baby, is a level-two I Can Read that follows a girl who cooks a witchy brew to wish her baby sister back home.
There are plenty of signs that you may be a witch baby, but the most important thing is whether you're willing to practice magick in either its religious or secular form. If you're not, you can still be a witch without identifying as such and can call yourself a healer, chef, gardener, or any other descriptor that resonates with you. Just be sure to honor your practice and never hurt or offend anyone else along the way. And, if you're interested in becoming a witch, remember that the number one rule is always to do no harm.