Key Takeaways
- Alexandra Raquel Hughes, a Toronto mother and business owner, identifies as a witch and attributes her practice to a pandemic‑era reconnection with nature.
- Google Trends shows a 70 % rise in Canadian searches for “What is witchcraft?” since 2021, while TikTok’s #WitchTok tag has surpassed 9.1 million videos, up 50 % in two years.
- Scholars link the surge to periods of upheaval, noting that many practitioners seek self‑empowerment and engage in “white magic” rituals focused on protection and positivity.
- Historical stigma persists; witchcraft was criminalized in Canada as recently as 2018, though the relevant Criminal Code provision has since been repealed.
- Modern witchcraft is diverse—practised independently of religion or within frameworks like Wicca—yet public understanding remains hazy, complicating definitions.
- The witchcraft community is growing through formal education (e.g., WitchSchool.ca) and influencer culture (“witchfluencers”), blending spiritual practice with entrepreneurial activity.
- Experts caution that some online content can be performative or commercially motivated, urging consumers to consider who benefits from the sale of magical goods.
- Despite commercialization, many participants emphasize core values of nature‑based spirituality, feminist empowerment, and community building.
Alexandra Raquel Hughes: A Modern Witch’s Story
Alexandra Raquel Hughes, a 53‑year‑old mother, business owner, and leadership mentor from Toronto, openly embraces the label “witch.” She notes that the term sparks curiosity and skepticism because of lingering stigma and myth. Hughes says her journey into witchcraft began during the COVID‑19 pandemic while her family lived in Brazil for her husband’s work. Isolated and with ample outdoor time, she felt a pull toward the earth, which she describes as the catalyst for her spiritual practice. Since then, she has remained “out of the broom closet,” proudly identifying as a witch while continuing her roles as a parent and entrepreneur.
Pandemic‑Era Surge in Interest
Data illustrate a noticeable upswing in Canadian fascination with witchcraft since 2020. Google Trends records a 70 % increase in queries asking “What is witchcraft?” between 2021 and the present. Simultaneously, social media platforms—especially TikTok—have amplified visibility. The hashtag #WitchTok now tags over 9.1 million videos, reflecting a 50 % rise in just two years. This digital boom has transformed witchcraft from a misunderstood niche into a recognizable cultural phenomenon, drawing both practitioners and the merely curious.
Why the Rise? Expert Perspectives
Mélanie Houle, an adjunct professor of Classics and Religious Studies at the University of Ottawa, attributes the spike to broader societal anxiety. She argues that periods of upheaval historically drive individuals toward practices that promise personal agency. In her view, many contemporary witches engage in “white magic”—rituals aimed at protection, healing, and positive outcomes—rather than malevolent sorcery. Houle emphasizes that the appeal lies not in fantastical spellcasting but in the sense of control and empowerment that such practices can provide amid uncertain times.
Historical Context and Lingering Stigma
Witchcraft’s history is long, varied, and heavily stigmatized. Scholarly estimates place the number of executions during the European witch hunts (15th–18th centuries) between 30,000 and 60,000. Although those overt persecutions ended centuries ago, legal remnants persisted. As recently as December 2018, a Canadian woman faced charges of “pretending to practice witchcraft” under a now‑repealed section of the Criminal Code. The repeal signals a shift toward tolerance, yet cultural stereotypes—fueled by centuries of pamphlets, art, and folklore—continue to shape public perception.
Defining Modern Witchcraft
Defining witchcraft today proves challenging because it spans a spectrum of beliefs and practices. Houle teaches a course on witchcraft, magic, and occult traditions and observes that most people assume they understand the term until deeper scrutiny reveals ambiguity. Modern witchcraft can be nature‑based, wholly secular, or woven into religious frameworks such as Wicca—a contemporary Earth‑centred religion where witchcraft is central but not synonymous. Notably, Canada’s 2021 census recorded 12,625 individuals identifying as Wiccan and 45,325 under the broader Pagan umbrella, indicating a modest but growing community.
Institutional Learning: WitchSchool.ca
The rise of formal instruction illustrates the movement’s maturation. Kiki Keskinen founded WitchSchool.ca in 2017, describing it as a structured program akin to a feminist MBA rather than a casual hobby group. Based out of her home in Chelsea, Quebec, the school offers both online and in‑person courses covering herbal magic, tarot, shapeshifting, and seasonal rituals. Enrollment has surged; the institution now counts roughly 900 alumni across Canada, expanded from three to thirteen instructors and from one annual course to three. Hughes, a current student, highlights the school’s emphasis on nature, community, and substantive change as core tenets that counteract the practice’s superficial stigma.
The #WitchTok Phenomenon and Witchfluencers
Social media has birthed a new archetype: the witchfluencer. Tua Broom, a 38‑year‑old from rural British Columbia, operates under the handle @tua.the.witch on TikTok, where she shares “witchy auntie advice” and distributes a monthly zine to her growing coven club. Since October, her account has amassed over 8,000 followers, reflecting rapid growth typical of the #WitchTok space. Broom says the attraction lies in the sense of community and the empowerment witchcraft offers, especially to women seeking agency. She acknowledges, however, that some content feels performative, created more for clicks than genuine practice.
Commercialization and Cautionary Notes
Colleen Derkatch, a professor of English at Toronto Metropolitan University, studies the rhetoric of science, health, and medicine and warns that the witchcraft revival can be exploited as a sales funnel. Many influencers monetize their followings by selling homemade oils, teas, crystals, and spell kits. Because these products operate largely outside regulatory frameworks, consumers lack guarantees regarding safety or efficacy. Derkatch urges potential buyers to scrutinize who benefits financially and to consider whether the spiritual promise aligns with tangible, responsible practices.
Balancing Authenticity with Growth
Despite the commercial undertones, many participants stress that the heart of modern witchcraft remains rooted in nature, communal support, and feminist empowerment. Hughes, Broom, and Keskinen alike highlight desires to foster positive change—both personal and societal—through rituals that honor the earth and encourage mutual aid. The movement’s expansion, whether through formal schools, viral TikTok videos, or grassroots covens, reflects a broader yearning for meaning in tumultuous times. As interest continues to rise, the challenge lies in preserving the practice’s integrity while navigating the inevitable intersections with media, market forces, and evolving cultural narratives.