Labyrinthos

What Labyrinthos does

Labyrinthos is a privately held, bootstrapped, founder-owned direct-to-consumer business (Labyrinthos LLC, USA, founded 2016) that operates an online tarot school alongside a Shopify e-commerce storefront selling artist-designed tarot decks, Lenormand decks, astrology oracle decks, workbooks, digital PDF workbooks, altar cloths, and curated gift sets. Its product strategy centers on premium, visually distinctive decks (price band $24-$55) printed with gold foil, holographic detailing, and recycled plastic materials, paired with higher-AOV bundles (gift sets priced $199-$237) and complementary educational products (workbooks and journals priced $25-$37 physical, $25 digital). The company runs a product-led growth model: free companion apps on iOS and Android, an extensive free content library covering 78 tarot cards, 36 Lenormand cards, astrology, spreads, and rune meanings, plus a free 3-part email guide, are used to acquire and engage users before conversion to physical or digital workbook purchases. Distribution is primarily Shopify D2C with free USA shipping above $100, supplemented by Lo Scarabeo (third-party deck reseller) and a 2020 publishing partnership with DK Books that distributes founder Tina Gong's tarot book globally through bookstores under ISBN 9781465499387. Press coverage in Vogue, Vice, Wired, Buzzfeed, and Refinery29 supports brand visibility. All revenue is transactional (no recurring component), and the management team is effectively a single founder-designer, with no disclosed headcount, funding, or institutional investment.

Name

Labyrinthos

Legal name

Labyrinthos LLC

Website

https://labyrinthos.co

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Labyrinthos is a bootstrapped, founder-owned D2C brand (Labyrinthos LLC, USA, founded 2016) that sells artist-designed tarot, Lenormand, and astrology decks plus workbooks and accessories via Shopify, supported by free iOS/Android learning apps and a DK Books publishing partnership for global individual consumers in the personal-development niche.

Ownership category

akta.pro rank

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Tarot Deck Sales: Sale of physical tarot decks and Lenormand cards. Decks are produced using innovative printing methods (gold foil, holographic, recycled plastic) and sold directly through their Shopify e-commerce store. Revenue is one-time per transaction with no recurring component.
2. Workbook and Journal Sales: Sale of physical and digital tarot workbooks, journals, and study guides. Products available as printed physical goods or as fillable interactive PDFs. The Tarot Journal and Workbook includes tarot journal, spread compendium, and reference sheets. Pricing ranges from $25 for digital to higher for physical bundles.
3. Altar Cloth and Accessories: Sale of altar cloths, tarot cloths, and accessories used for tarot readings. Altar cloths help create spreads and protect cards. Made from silk (traditional) and polyester materials.
4. Gift Sets and Bundles: Curated collections of tarot decks, altar cloths, journals, and workbooks sold as gift packages. Sets like the Seventh Sphere Tarot and Lenormand Set ($225) and Golden Thread Tarot and Lenormand Set ($230) bundle multiple products at discounted prices compared to individual purchases.
5. Digital Book Sales: PDF version of Labyrinthos online tarot meanings content sold as The Book of Tarot Meanings for $29. Edited and expanded version of website content for offline reference.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Labyrinthos designs, produces, and sells artist-illustrated tarot, Lenormand, and oracle card decks along with companion workbooks, altar cloths, and curated gift sets, primarily through its own Shopify storefront. The offering is anchored by a free mobile learning app (Labyrinthos Academy on iOS and Android) and an extensive free educational content library covering card meanings, spreads, astrology, and runes that drives acquisition.

Product overview

Labyrinthos Academy is an online tarot school that offers a comprehensive product portfolio centered on tarot, Lenormand, and astrology card decks and learning materials. The product line includes self-published tarot decks (Golden Thread Tarot, Luminous Spirit Tarot, Seventh Sphere Tarot de Marseille, Seventh Sphere Rider Waite Smith Tarot, Tarot of the Velvet Moon, Arcana Iris Sacra Tarot), Lenormand decks (Seventh Sphere Lenormand Deck, Golden Thread Lenormand Deck, Arcana Iris Sacra Lenormand Deck), and astrology oracle decks (Seventh Sphere Astrology Oracle, Claves Astrologicae). The company also offers companion workbooks and journals (Tarot Journal and Workbook, Lenormand Journal and Workbook, Tarot & Astrology Workbook) available in both physical and digital (PDF) formats, as well as altar/tarot cloths and curated gift sets. The ecosystem is supported by a free mobile app (Labyrinthos Academy) available on iOS and Android, providing tarot readings, practice tools, and study features. The company also resells third-party tarot decks (Santa Muerte Tarot, Marseille Cat Tarot by Lo Scarabeo) and has published a book through DK Books. All decks are designed with innovative printing techniques including gold foil, holographic elements, and recycled plastic materials.

Differentiator

Problem solved

Functional benefit

Products and services

• Golden Thread Tarot Deck A minimalist iconographic tarot card deck printed with gold foil on sleek, matte, recycled plastic, for individual tarot learners and practitioners.
• Golden Thread Lenormand Deck A minimalist and modern Lenormand card deck printed with gold foil on sleek, matte, recycled plastic, for tarot and Lenormand learners.
• Luminous Spirit Tarot Deck A simple, minimalist tarot deck featuring hand-drawn images and a simple holographic back, for individual tarot practitioners.
• Seventh Sphere Tarot de Marseille A modern Marseille tarot deck featuring rose gold detailing and edges with bright, colorful full-bleed illustrations, for tarot learners and Marseille-tradition readers.
• Seventh Sphere Lenormand Deck A modern Lenormand deck featuring rose gold detailing and edges with bright, colorful full-bleed illustrations, for Lenormand readers.
• Seventh Sphere Rider Waite Smith Tarot Deck A modern Rider Waite Smith tarot deck with full-bleed illustrations and blue holographic foil details and edges, for riders and tarot learners.
• Seventh Sphere Astrology Oracle An astrology oracle deck featuring blue holographic detailing and edges with calming, minimal full-bleed illustrations, for astrology and tarot learners.
• Tarot of the Velvet Moon A folk-art-inspired miniature tarot deck printed in bold colors and gold metallic ink with holographic gold edges, for individual tarot practitioners.
• Arcana Iris Sacra Tarot Deck A gilded edge tarot deck based on the language of color, the tree of life, and the Golden Dawn tradition, with 4 colors representing the 4 elements, for tarot learners.
• Arcana Iris Sacra Lenormand Deck An updated second-edition Lenormand deck inspired by a fresh reinterpretation of vintage artwork styles, with gold foil printed box, card back, and edges on sturdy matte card stock, for Lenormand readers.
• Claves Astrologicae: Astrology Oracle Deck An astrology oracle deck with a fresh reinterpretation of vintage artwork styles, with gold foil printed box, card back, and edges on sturdy matte card stock, for astrology learners.
• Tarot Journal and Workbook (Physical) A physical tarot workbook that guides users to their own unique understanding of the 78 tarot cards and elements, including a tarot journal, spread compendium, and reference sheets, for individual tarot learners.
• Lenormand Journal and Workbook (Physical) A physical Lenormand workbook that guides users to mastery through prompts covering each of the 36 classic cards, with practice in creating pairs and complex readings, for Lenormand learners.
• Tarot & Astrology Workbook (Physical) A physical workbook combining tarot and astrology, covering correspondences between the 78 cards and astrology, with natal chart work using tarot, for learners of both systems.
• Digital Tarot Workbook and Journal (PDF) A digital tarot journal and workbook delivered as a fillable, interactive PDF that guides users through their own unique understanding of the 78 tarot cards and elements, for individual tarot learners on computer or tablet.
• Digital Lenormand Workbook and Journal (PDF) A digital Lenormand workbook delivered as a fillable, interactive PDF covering the 36 classic cards with practice in creating pairs, for Lenormand learners on computer or tablet.
• Digital Tarot & Astrology Workbook (PDF) A fillable interactive PDF workbook combining tarot and astrology, with correspondences between tarot cards, zodiac, and planets, for learners of both systems on computer or tablet.
• Digital Tarot & Lenormand Workbook Set (PDF Bundle) A bundled set of three interactive PDF workbooks (Digital Tarot, Digital Lenormand, Digital Tarot & Astrology) for individual learners on computer or tablet.
• The Book of Tarot Meanings (PDF) A PDF version of Labyrinthos' online tarot meanings content, edited and expanded for offline reference, sold as a digital book for tarot practitioners.
• Map of the Universe Altar Cloth A silk or polyester altar cloth designed to help tarot readers create simple spreads and protect cards during readings, for individual tarot practitioners.
• Arcana Iris Sacra Tarot Cloth: Night Edition A companion tarot cloth for the Arcana Iris Sacra and Claves Astrologicae decks, featuring coiled serpent, dualities, moon phases, and zodiac signs, for intuitive card placement.
• Arcana Iris Sacra Tarot Cloth: Day Edition A companion tarot cloth for the Arcana Iris Sacra and Claves Astrologicae decks, featuring coiled serpent, dualities, elements, and zodiac signs, for intuitive card placement.
• Seventh Sphere Tarot and Lenormand Set A curated gift set combining the Seventh Sphere Tarot and Lenormand decks with their workbooks, allowing users to compare two traditions of tarot and Lenormand, for gifting and beginner practice.
• Arcana Iris Sacra Tarot and Astrology Set A curated gift set containing the Arcana Iris Sacra Tarot deck, Claves Astrologicae oracle cards, workbooks, and a polyester altar cloth, for those with a budding passion for tarot and astrology.
• Golden Thread Tarot and Lenormand Set A curated gift set of Golden Thread tarot and Lenormand decks with altar cloths and journals, providing everything needed to start a tarot practice, for gifting and beginners.
• Labyrinthos Academy Mobile App A free mobile app on iOS and Android that provides tarot readings, practice card meanings, journaling, and study tools to build confidence in real-life readings, for individual tarot learners globally.
• Santa Muerte Tarot A tarot deck rich with evocative imagery centered on the Day of the Dead and Santa Muerte, published by Lo Scarabeo and resold by Labyrinthos, for individual tarot readers interested in folk and mystical traditions.
• Marseille Cat Tarot A playful cat-themed Marseille tarot deck with vivid illustrations by artist Severino Baraldini, published by Lo Scarabeo and resold by Labyrinthos, for individual tarot readers.
• Tarot: Connect With Yourself, Develop Your Intuition, Live Mindfully (Book) A printed book authored by Labyrinthos founder Tina Gong and published by DK Books, providing upright and reversed card interpretations, spreads, and an introduction to tarot reading, for individual tarot learners.

Quantifiable outcome

• 4.89/5 average store rating from 2978 customers
• +1 more outcomes

Named customers8 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Lo ScarabeominorChannel Partner/ Reseller/ DistributorLo Scarabeo is a publisher that produces and distributes certain tarot decks for Labyrinthos, including the Santa Muerte Tarot and Marseille Cat Tarot. These decks are published by Lo Scarabeo and sold through Labyrinthos' store.
• DK BookscoreChannel Partner/ Reseller/ DistributorDK Books printed and distributes a tarot book authored by Tina Gong, creator of Labyrinthos. The book 'Tarot: Connect With Yourself, Develop Your Intuition, Live Mindfully' (ISBN 9781465499387) is published by DK Books and available through their retail and distribution channels, extending Labyrinthos' reach to bookstores globally.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Lo Scarabeo: Italian publisher that produces and distributes tarot and oracle decks globally, including SKUs resold by Labyrinthos (Santa Muerte Tarot, Marseille Cat Tarot). Lo Scarabeo is the most direct competitor in mass-market tarot publishing and operates in the same publishing-to-retail model.
• U.S. Games Systems: Publisher of the iconic Rider-Waite-Smith Tarot deck and dozens of other tarot and oracle decks. Operates the same artisan tarot publishing model and competes directly for tarot enthusiast dollars and shelf space both online and in retail.
• The Wild Unknown: Artist Kim Krans' brand of minimalist, hand-illustrated tarot and oracle decks. Competes head-to-head with Labyrinthos in the premium, artist-designed, minimalist aesthetic segment of the tarot market.
• Blue Angel Publishing: Australian publisher of oracle and tarot card decks with strong wellness/spiritual positioning. Competes with Labyrinthos on the oracle deck category and shares a similar artist-collaboration publishing model.

Broad incumbents

• Llewellyn Worldwide: Large spiritual/metaphysical publisher producing tarot decks, books, calendars, and oracle products. Operates a much broader portfolio than Labyrinthos but competes for the same customer wallet within the spiritual/wellness category.
• Hay House: Wellness and spiritual publisher producing oracle cards, books, and learning products by well-known authors. Adjacent incumbent that competes for the same personal-development and spirituality customer with a wider content portfolio.

Emerging players

• Biddy Tarot: Online tarot school and community offering courses, card meanings, and digital tools. Directly comparable to Labyrinthos Academy's free app and blog content offering, and competes for the same beginner-to-intermediate tarot learner segment.
• The Numinous: Modern spiritual platform combining editorial content, events, and curated product offerings. Comparable to Labyrinthos' content + commerce hybrid model, particularly around the modern witchcraft and spiritual wellness audience.

Others

• Schiffer Publishing: Independent book publisher that also publishes tarot and oracle products. Functions as a complementary channel partner/distributor comparable to Labyrinthos' DK Books relationship, and adjacent in the broader spiritual publishing ecosystem.
• Cafe Astrology: Long-running free astrology reference site with comprehensive chart, zodiac, and meaning content. Comparable to Labyrinthos' astrology and tarot blog content engine for organic SEO acquisition within the same audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/labyrinthosco
• Facebookfacebook.com/labyrinthostarot
• Instagraminstagram.com/labyrinthostarot
• Pinterestpinterest.com/gttarot

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Labyrinthos