These days it’s nearly impossible to know what women are spending on the way they look. Someone with Instagram-flawless contouring might have honed her craft using the finest from the drugstore aisles, and the utterly makeup-free type might be spending thousands on laser treatments and serums. Enter our series “What It Costs to Be Me,” in which we’re asking interesting women for radical transparency.
Next up? Bri Luna, founder and creator of The Hoodwitch, from Seattle, WA. Her annual total: $7,855.
The social media ascendance of mystics, brujas, and the #WitchesofInstagram is one of the greatest uses of the Internet of our time, and not just on Halloween. One of the most enchanting of them all is Bri Luna—also known as @thehoodwitch—who delivers a heady mix of tarot card knowledge, mystical visuals, self-care wisdom, and some serious #bigwitchenergy. Not to mention extraordinary nail art. There’s no contradiction between practicing magic and being fiercely passionate about beauty, says Luna—the two are intertwined. “Witches historically been painted to look like ugly hags and creatures. But that’s not true,” she says. “Most witches, self-identified or not, have been very beautiful. I identify mostly with the word ‘enchantress.’ It’s like: I am going to put a spell on you when I walk into the room and you smell my rose oil. I work my magic with my products.” Here, she shares her dizzying array of beauty rituals, served up with a dose of witch humor. (Her parting words to us: “I also forgot to tell you, I bathe in virgin’s blood.”)
My energy cleansing rituals: $66
I’m an early riser and wake up every day before 6:30 A.M. I usually start my day with one of my own tea blends, which I’ll drink while I light some herbs. What I use depends on the energy of my house. If it’s negative, I’ll light some sage ($6), but I won’t set the whole bundle on fire. Most people don’t know that you don’t need to ignite the whole thing for a daily practice of cleansing, you can just take a few leaves off and that’s more than enough. I set an intention of working with the plant and honor its spirit: “Thank you for allowing me to use you to cleanse the space.” I don’t burn sage every day because it’s so sacred; I’ll often do lavender ($9) to make my house feel peaceful.
I love burning resins, too—like copal, which is a South American resin that’s very purifying and honors your ancestors. I get it from my friend who lives in Peru and sends it to me. I also like frankincense ($5) and myrrh ($5). My friends are always like, “It smells like a Catholic Church in here!” But I love it. It’s very protective—these are all very magical resins and incenses, and they all have an intention behind them.
I also love taking milk baths. That’s a very real thing I do. I take one every week or two as a cleansing treatment: In the winter, I fill the tub about halfway with hot water, then pour organic cow’s milk, goat’s milk, and coconut milk all into the tub in equal amounts—so about half of the containers of each. In certain spiritual practices, you’re asked to wash your head in a mixture of organic goat’s milk and coconut milk beforehand. When it comes to magic, mysticism, and beauty rituals, I think you can take your spiritual practices, whatever they are, and incorporate them into something like a bath, adding rose petals or rose quartz or scented oils to your bath water. These are all elements from the natural world that are going to vibrationally enhance your experience. And, you know, they look beautiful.
I’m big on aura-cleansing baths, too. I have one that I do that’s one cup of white vinegar ($9), plus some bay leaves or cascarilla ($1), which are powdered egg shells. They’re very cleansing of all negative energy. Adding sea salt ($5) to the bath is also very purifying, so I’ll put that in sometimes, along with a little Florida water, which is used for ceremonially cleansing people. I use one called Olde Ways ($18) that’s made by my friend. But I also order the old-school Florida Water ($8) straight from Peru. It’s got all the real essential oils from lemon, citrus, and clove, and that’s important for magical work. I also like to keep a little miniature bottle of Florida Water in my bag, because if someone’s energy rubs me the wrong way and I have to talk to them, I will spray the shit out of whatever space I’m in.
My morning skin routine: $405
My skin care changes depending on where I am. If I’ve been traveling a lot, it dries my skin out. My skin loves humidity, so I’ll keep a humidifier ($30) in the bedroom. I seriously use so many products, from high-end to very organic and handmade. And I try to go for products that are cruelty-free—even if that means spending more money. Skin care and fragrance are the two things I’m willing to splurge on.
I always try to use natural cleansers on my face, because I don’t want to strip the natural oils from my skin. One of my favorites is a small organic brand called Brujita Skincare—the creator of the line is a young Latina business owner. I love this natural cleanser she just made called Santa Limpia Facial Scrub ($30). It’s this creamy whipped scrub that’s more of a gentle daily cleanser and is made with palo santo and maca root. The ingredients help to cleanse all the negativity from the day, but it’s also antibacterial and has vitamin C in it.
After pregnancy I started getting hormonal breakouts, so I’m really picky about what goes on my face. I don’t like wearing thick creams; I prefer oils or serums. Brujita has a great face serum ($25) made with superfruit oils. I also like to mist my face with rosewater spray by Heritage Store ($9), which I keep in the fridge. (Heritage also makes a body oil called Aura Glow, $11, that I love too.) Another favorite is Mario Badescu Facial Spray with Aloe, Chamomile, and Lavender ($7). I carry a little bottle of it with me when I’m on a plane.
I have to shout out this local Seattle line too: Herbivore Botanicals. I’m obsessed with their Orchid Oil ($64) and Pink Clay Cleansing Bar Soap ($12). But its Brighten Pineapple + Gemstone Mask ($48) is the best thing ever. No matter how much you travel, this stuff will make your skin look like magic.
When I’m in L.A. or somewhere humid, I use Sunday Riley Good Genes ($105). The lactic acid is too rough in Seattle but gives me the extra exfoliation I need in warmer weather. I also have a loose powder sunscreen ($64) my dermatologist gave me to use in the mornings. It’s a very sheer tinted powder in a cool tube with a built-in brush.
My non-negotiable evening skin routine: $78
I don’t care how sleepy, drunk, or tired I am, I have to wash my face at night. I’m very picky about my makeup remover. I rotate between using organic grapeseed oil ($10)—my grandmother swore by it for her face—and Almay ($5). No coconut oil on my face ever—if I use it, I get such bad acne, it’s not even funny. After I take my makeup off, I use the Brujita cleanser again, then layer on one of my oils or serums. I more or less use the same stuff at night that I do in the morning.
If my skin is problematic, I’ll use the Mario Badescu Drying Lotion ($17) as a spot treatment or I’ll make a mask for myself out of organic manuka honey ($32). I also have to say I love using the Aztec Secret Healing clay mask ($8) with apple cider vinegar ($6). I think I partly love it because of the packaging. I feel like I’m doing something ancient.
My stable of fragrances: roughly $1,041
I have five million lotions, potions, oils, and perfumes. People tell me all the time, “You smell so good, what is that?” I don’t like telling people the exact oil or perfume I’m wearing. I like to keep some things secret, but I can tell you that I love Le Labo ($184), Byredo ($165), Creed ($295), Diptyque candles ($65) and their perfume ($95). People also think I’m such a granny because I carry Frederic Malle hand cream ($75) in my bag. I love their travel-sized perfumes ($52 each) too. They have a little travel perfume carrying case called Superstitious that’s black with a golden eyeball on it, and it’s so beautiful ($45).
I love wearing a little patchouli oil in my armpits along with Tom’s natural deodorant ($5). I know how granola that sounds, believe me! My patchouli has to be one particular blend that I get from The Vajra in Seattle. They have a woman there, Sarah, who I swear is like a fairy. She’ll mix things like rose with patchouli for me. You can literally pop in and tell her, “I’m feeling down,” and she’ll say, “Okay, well, you need something citrusy, and something to ground you.” And then she makes something incredible. The price can range, depending on the size of the bottle and the blend—some of their essential oils are really rare, and they’ve got a Moroccan rose oil that’s almost $70. I usually spend anywhere from about $9 to $60.
My shower, hair, and body routine: $519
I mix up my hair-wash routine based on my needs. When I’ve been heat styling a lot, I use Kérastase Nutritive Shampoo and Conditioner for dry hair ($30 and $34)—and when I really need extra hydration, I love their deep conditioning mask ($53). I need something lighter, I like OGX Weightless Hydration Coconut Water Shampoo ($8). And I love Mixed Chicks Conditioning Cleansing Co-Wash ($10). When I’m wearing my hair curly, I don’t usually shampoo it at all. I just co-wash with that.
For body wash I’m obsessed with Le Labo Rose 31 shower gel ($53) and L’Occitane Almond Shower Oil ($25). After my shower, I smooth on L’Occitane Almond Supple Skin Body Oil ($50)—it’s this skin-firming oil that smells like heaven and is amazing to use right when you get out of a warm shower.
If I’m wearing my hair naturally curly, I’ll twist my wet hair up with organic coconut oil ($12), and just keep it really simple. Sometimes I’ll use a little Kérastase Sérum Oléo Relax Hair Oil ($40) or Alikay Naturals Essential 17 Hair Growth Oil ($17). I’m always switching it up between high-end and stuff you can pick up at Target.
When my hair is blown out and straightened, I love adding in my own beach waves. I use a clipless curling wand ($79) and finish with Kerastase shine spray ($37)—or when I’m somewhere tropical, I absolutely have to have John Frieda Frizz-Ease Hairspray ($9). I also love L’Oréal Elnett ($15) and Moroccan Oil Hairspray ($24). I know I’m such a freak to have so many different hairsprays, but they all do different things. Lastly, DryBar makes a fantastic dry shampoo ($23).
My hair styling and color regimen: Roughly $1,740 a year
I usually get my hair styled once every two weeks. I’m always changing my hair, and the price changes according to what I want and where I am in the country ($60 to $120). In New York it was $145 for a blowout one time, which was kind of outrageous, and once someone in L.A. charged me almost $500. But that was also for extensions. I cried afterwards. I typically depend on DryBar ($40) if there’s one around. They’ve never let me down. I think a lot of girls who are mixed and have curly hair are apprehensive of blow-dry bars. But I’ve learned that if you call in advance and ask for a stylist who knows how to handle your hair, they’ll make sure it’s taken care of.
Color-wise, I dye my own hair about once a month. My hair is naturally black, but I like to give it a blue tint on top, so it’s blue-black in the sun. I use professional hair dye that I can get at salon supply stores, because I’m a licensed aesthetician—they’re never more than $15, and I have all the bowls for it at home.
My makeup routine: $216
Beauty can be really connected to your spiritual and your emotional state. It’s about intention: If I’m going to a party or if I’m doing public speaking, and I don’t really feel that confident, I’ll do something bold. I want to feel that power, and I want people to pay attention to what I’m saying. It’s an accessory—just like a pair of boots.
In my everyday life, though, I usually keep it pretty natural. I never leave the house without eyebrows. I use MAC Brow Styler Pencil ($19) and MAC Brow Powder ($30) most of the time, but sometimes I’ll do Glossier Boy Brow ($16). I don’t really wear eyeshadow at all. But I love a cat-eye, and never leave the house without black eyeliner. I’ve purchased nearly every black eyeliner ever made—waterproof, smudgeproof, everything—and, I kid you not, the best is Wet n Wild H20 Proof Liquid Eyeliner ($4). The wand is perfect, and the formula has this really pretty matte finish. It dries beautifully, and then you could literally go swimming and nothing would move. For mascara, I use L’Oréal Voluminous Lash Paradise ($9). I used to wear a way more expensive one, but it was flaky and crappy.
If I’m running errands, I’ll just wear Glossier’s Stretch Concealer ($18) under my eyes, because nobody wants to look tired. I also like Laura Mercier Tinted Moisturizer—I use their Tan shade when I’m in L.A. or Almond when I’m paler and in Seattle ($45 each). Then I dust on a little Kat Von D Lock-It Setting Powder ($30) after. But I also don’t like to look too powdery, so I spray on rosewater at the end.
My big event splurge: roughly $565 a year
My eyes are my favorite feature, so I’ll do a lot of lashes to bring them out. I’m obsessed with Ardell strip lashes ($5)—they’re the best. I’ve bought all the other pricey ones from Sephora, but at the end of the day Ardell photographs so beautifully. For big events or long trips, though, I’ll get lash extensions. Which means I’ll have them for a couple months at a time a few times a year. A full set is usually around $170, and you have to go every three weeks to get a fill, and that’s $60. I get really obsessive about getting them filled, because I really don’t like the look of them falling out.
My signature nails: Roughly $2,700 a year
My nails feel like a true extension of myself. They’re stilettos—like Dracula nails. Having long nails is something that’s always been associated with vampires, witches, even aristocrats—nails were historically used for power. Goddesses adorning their fingers and hands, that’s what I tap into. Which is why my nail designs are always very well-thought out, and I’ll always ask myself beforehand, “How am I feeling?” It’s a fun way to creatively express myself and my moods.
I’ve worked with the same nail artist, Peka Grayson of Impekable Nails, for almost four and a half years now, and I see her every three weeks. We really vibe and connect with each other. She’s also a black woman and a business owner, and she’s one of the best in the game right now. Her designs are so intricate, sometimes they can take up to eight hours. We hang out, order in Uber Eats, it’s a thing. It’s about $150 to $250 each time, but it really varies depending on the design.
My occasional skin treatments: $525 a year
My dermatologist Dr. Jodie at Seattle Cosmetic Skincare is great; I get a MicroPeel facial ($175) from her once every four months or so. It’s a version of microdermabrasion that also includes acid peels, and it makes my skin look amazing. But that shit is kind of expensive. I also really want to get a vampire facial from somewhere! That is my dream. I haven’t had one yet, but I would love to try it.
My exercise routine: $0
I hate the gym, but I like running. I don’t like running on the treadmill, and I don’t like people watching me on the street, so instead I go for runs in the morning at the cemetery. I love historic cemeteries. So that’s my gym—some people go for long runs on the beach; I go for long runs in the cemetery. The ghosts can watch me.
