Who's afraid of NCAA "hot girls"?

Jun 15, 2023

∙ Paid

Good morning everyone.

Angel branding is trending. My friend Marta co-founded Dieux Skincare. Dieux’s product line includes products with names like Instant Angel and Auracle, as well as an eye mask with cherubs printed on it. Although they didn’t invent angel branding (the Catholics did), they were the first consumer brand I encountered that addressed their audience as angels, discussed faith in feeling better, and leaned into this ethereal aesthetic so heavily. I like it because it’s immediately comforting and warm, and it also happens to be an extension of Marta’s being — she has another company called Angel Therapy that uses angel numbers and heavenly references on their merch. For anyone who knows Marta (who also runs the Air Milkshake gifting suite), this is how the inside of her brain operates.
Dieux’s Instagram from months ago on the left, Kin’s Instagram from this week on the right.
Last week, I saw Kin’s new campaign. It’s also full of angel numbers, cherubs, and a collaboration with The Mayfair Group. Usually I say three’s a trend, but in this case I’m going to say two is a trend. I hope someone writes a story about angel branding, why it works so well, and how Dieux really pioneered self-care through the lens of heaven.

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