Description of their identity
Gothic Witches is made up of women who position themselves on social media with a dark aesthetic linked to metal and gothic music. Their profiles feature black outfits, heavy makeup, concert scenes, and texts that allude to the alternative and the esoteric, projecting a defiant presence consistent with that musical atmosphere.
The figure of the witch functions as a symbolic resource of power and autonomy: not only as a mystical character, but also as a metaphor for self-determination. The gothic and the musical intertwine to affirm independence and distance from the conventional, turning aesthetic darkness into a statement of defiance.
Gender
100% Women
Locations
México (Estado de México, CDMX), Argentina, Chile, Uruguay, Perú, Guatemala, Ecuador, and Puerto Rico.
Conversation Topics
Affinity for witches, metal music, dark aesthetics, esotericism, concerts, and autonomy.
Brands who they follow/interact with
Tous, Punk Rave, Index, Devil Inspired, Pink Magnolia, Amphora, Stradivarius, Shein, Doc Martens, Tony Delfino, Fenty Beauty, Springfield, Levi’s, Cuidado con el Perro, Crocs, Urban Outfitters, Pull&Bear, Parfois, Killstar, Sephora, ColourPop, Bimba y Lola, Puma, Kiko Milano, Oysho, Vans, ASOS, Zara, Dolls Kill, Revolution Beauty, MAC, Calvin Klein, Pandora, Illamasqua, Hot Topic, Pil, Converse
What hurts or causes them conflict
Gothic witches are frustrated by being reduced to clichés. They would rather not be seen as “the weird girls” or “the ones who only listen to metal,” but rather recognized for the symbolic and aesthetic depth they construct. It bothers them when their dark style is interpreted as simple rebellion or teenage drama when in reality it represents power, independence, and critical thinking in the face of social norms. Their identity is carefully crafted: it is a statement of autonomy, not a passing fad.
Kind of Stories consumed by the tribe
Gothic witches are associated with content that celebrates gothic-metal aesthetics and emotional authenticity. They consume photos of dark outfits featuring leather, lace, high boots, and sweat-resistant makeup. They follow creators who analyze metal and rock albums or bands, as well as publications that normalize anxiety or the need to ask for space. They also enjoy memoirs and biographies of rebellious artists and dark illustration art books, which they use as aesthetic and symbolic references.
Google Ads Keywords
"gothic fashion," "dark aesthetic," "metal community," "alternative makeup," "black outfit inspiration," "witchy style," "goth subculture," and "dark art illustration."
Meta Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| Entertainment - Music: Metal Music, Live Music | ||
| -Other interests: Goth Subculture, Gothic Culture,Tous, Punk Rave, Index, Devil Inspired, Pink Magnolia, Amphora, Stradivarius, Shein, Doc Martens, Tony Delfino, Fenty Beauty, Springfield, Levi’s, Cuidado con el Perro, Crocs, Urban Outfitters, Pull&Bear, Parfois, Killstar, Sephora, ColourPop, Bimba y Lola, Puma, Kiko Milano, Oysho, Vans, ASOS, Zara, Dolls Kill, Revolution Beauty, MAC, Calvin Klein, Pandora, Illamasqua, Hot Topic, Pil, Converse |
What social media accounts do they follow?
What podcasts do they listen to?
Related Lifestyle
Brands and campaigns that may address this consumer tribe:
Lorena Meouchi
Alicia Reyes Sarmiento
