TikTok’s latest villain (or hero)? A spell-casting Etsy seller

A woman paid a witch on Etsy for a love spell. Instead of following through, the witch found the man online and sent him screenshots of the conversation. Now, people are calling it a WIPPA violation.

“Guys the Etsy witch told on me,” @andtheg4gis cried in a TikTok posted on Monday. “I said the guy’s name, his birthday and stuff, and she literally DM’d him on Instagram and exposed me.” The video has since been viewed 2.4 million times and spread across other social media platforms. “Imagine getting a “hey girly” text from a witch,” one person commented. 

Many in the comments are calling for the TikTok user to drop the name of the Etsy seller, just so they know who to avoid. Some are calling for her to report the witch for violating her trust. As a former Etsy witch, either she was a hater or you wanted something HENIOUS,” one wrote. 

Other’s are less sympathetic. “Honestly good on the Etsy witch,” one person commented. The ethical considerations of love spells, if you believe they exist, are complex. “I mean that sucks but that’s also what you get for trying to use a love spell on someone,” wrote another.

Fast Company has reached out to @andtheg4gis for comment. 

The $2.3 Billion Business of Belief

Love spells are a thriving cottage industry on TikTok and Etsy. A quick search found over 1000 results of love spells for sale, starting from as little as $0.78, up to $5000+. Fast Company can not verify the legitimacy of these spells; use at your own risk. 

A “commitment spell” to help you “get that ring” is currently on sale for $45. The seller has 2,750 reviews. Another seller, with over 150 reviews, offers a “Dark Bind” spell currently on sale for $49.70. Send over the name, age, gender, your relationship to the subject and a brief explanation. Adding a photo is optional, but does claim to strengthen the spell—which is available in two intensities. 

Psychic services, including spells, are big business. About 3 in 10 Americans make use of astrology, tarot cards or fortune tellers at least once a year, according to a nationwide survey by the Pew Research Center. The industry, which includes various specialties such as astrology, palm-reading, psychic readings and fortune telling, generated an estimated $2.3 billion in revenue in 2024 and employed 105,000 people, according to market research firm IBIS World. 

While 20% use these services “just for fun,” according to Pew, about 1% rely on what they learn from these practices for major life decisions. If you can’t trust witches, who can you trust?

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