What House of Intuition does

House of Intuition is a US-based spiritual wellness retailer founded in 2010 by Alex Naranjo and Marlene Vargas in Los Angeles, California. The company sells intention candles, curated ritual boxes, crystals, crystal jewelry, anointing oils, incense, aura sprays, bath products, altar tools, and spiritual publications (including the book 'Your Intuition Led You Here' published by Rodale Books/Penguin Random House and the Inner Magic Journal) through a Shopify-powered e-commerce platform, ten physical retail stores across the United States, a wholesale program, and appointment-based tarot reading and healing services. Its product catalog is organized around consumer intentions (love, money, protection, healing, creativity, self-love, house blessing, moon rituals, zodiac seasons), with celestially-timed limited edition candles aligned to New Moon, Full Moon, Mercury Retrograde, solstices, and zodiac seasons driving recurring demand.

The business operates a multi-channel direct-to-consumer model. Pricing is publicly disclosed and ranges from low-cost accessories ($3.75 manifest marker) to premium ritual boxes ($111 Love Come to Me Box), with signature Magic Intention Candles priced at $24 and Affirmation Soy Candles at $45. Revenue streams include one-time product sales (candles, crystals, jewelry, ritual boxes, books, journals), professional services (tarot readings, healing sessions), and wholesale distribution of branded candles. The company has invested in content infrastructure (HOI TV educational platform, astrology forecast blog, crystal encyclopedia, tarot and ritual guides) and runs an Impact.com-powered affiliate program, while distribution extends domestically through retail and e-commerce and internationally through book publishing in the US and UK.

The underlying technology stack is modest and largely out-of-the-box: Shopify for storefront and checkout, Rebuy for product recommendations and upsells, and social media channels (Instagram, TikTok, YouTube, Pinterest, Facebook) for top-of-funnel acquisition. Customer segments are horizontal personas including spiritual seekers, personal development enthusiasts, gift buyers, metaphysical services recipients, and wellness consumers. The company is privately held, bootstrapped (no external funding rounds disclosed), and LatinX LGBTQ+ founded, with no evidence of institutional investors or parent company ownership.

Name

House of Intuition

Legal name

House of Intuition Inc

Website

https://houseofintuitionla.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

House of Intuition is a US-based spiritual wellness retailer founded in 2010, operating 10 physical stores and a Shopify e-commerce platform that sells intention candles, ritual boxes, crystals, and spiritual publications to manifestation practitioners, gift buyers, and self-development consumers.

Ownership category

akta.pro rank

Product category

Spiritual & Metaphysical Retail

NAICS

Gift, Novelty, and Souvenir Retailers (459420), Jewelry Retailers (45831), Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Spiritual, Metaphysical & Inspirational Gifts Retail (CRALAJAJ)

akta.pro secondary industries

Home Fragrance, Candles & Small Giftables Retail (CRALAJAN), Religious & Spiritual Books Retail (CRALAAAE), Religious & Cultural Fine Jewelry (CRAKAAAH)

Keywords

• Spiritual retail products
• Ritual candles
• Metaphysical wellness
• Crystal jewelry
• Intention candles

Headquarters

HQ city

Duarte

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Retail Products - Candles: Core product line of intention candles including Magic Candles ($24), Affirmation Soy Candles ($45), Write-Your-Own-Prayer Candles, and Limited Edition Timed Ritual Candles. One-time purchase model with high review volumes indicating repeat purchases.
2. Retail Products - Crystals & Jewelry: High-grade crystals, crystal jewelry (teardrop necklaces, bracelets, rings), and talisman jewelry/amulets. Products range from $3-$70+ with crystal sets and grids in higher price brackets.
3. Retail Products - Ritual Tools & Altar: Incense, aura sprays, bath products, cleansing kits, spiritual tools, and altar essentials. Includes ritual cleansing kits ($25), anointing oils, holy waters, and smudge products.
4. Curated Ritual Boxes & Gift Sets: Pre-curated themed boxes (Money Box, Love Come to Me Box, Healing Box, House Blessing Box, Self Love Box, Creativity Box, Zodiac Energy boxes) priced at $49-$111. Higher AOV products ideal for gifting.
5. Books & Publications: Published book 'Your Intuition Led You Here' ($22.99) published by Penguin Random House/Rodale Books. Inner Magic Journal ($18). Part memoir/part ritual guide educational content.
6. Services - Tarot & Healing: In-store and appointment-based tarot readings and healing sessions with 'Meet Our Healers' services. Drives store traffic and community engagement.
7. Wholesale Distribution: Wholesale program enabling other retailers to stock House of Intuition branded products including Magic Candles Wholesale and Zodiac Candles Wholesale.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

House of Intuition retails spiritual and metaphysical products through 10+ physical stores and an e-commerce platform. Its core assortment includes proprietary handcrafted intention candles (Magic Candles, Affirmation Soy Candles, Write-Your-Own-Prayer candles, astrologically-timed ritual candles), curated ritual boxes, high-grade crystals and crystal jewelry, anointing oils, incense, aura sprays, altar tools, and published books/journals. It also offers in-store tarot readings and healing sessions through its Meet Our Healers appointments, and runs a wholesale program distributing its branded candles to other retailers.

Product overview

House of Intuition is a spiritual wellness retail business operating 10+ physical store locations and an e-commerce platform. The product portfolio centers on ritual magic products organized around specific intentions — the core offerings include Magic Candles (handcrafted intention candles such as Money Magic, Abundance Magic, Success Magic, Protection Magic), Curated Ritual Boxes (pre-assembled themed collections for Love, Money, Healing, House Blessing, Self Love, Creativity, Astrology, and limited-edition Zodiac Energy Boxes), Crystals & Stones (raw crystals, tumbles, grids, pendulums), Crystal & Talisman Jewelry (teardrop necklaces, power bracelets, protection amulets), Affirmation Collection (soy candles and rollerballs), Write-Your-Own-Prayer Candles (palm wax prayer candles with customizable intention space), Limited Edition Timed Ritual Candles (astrologically-aligned for Full Moon, New Moon, Mercury Retrograde, Solstices, Equinoxes, and Zodiac seasons), Tarot-Themed Products (Major Arcana candles), Altar Sacred Tools (burners, cauldrons, blessing bowls, incense, holy waters), Incense & Sprays, Bath & Aura Collection, Anointing Oils, Ritual Cleansing Kits, and Spiritual Publications (Your Intuition Led You Here ritual book and Inner Magic journal published by Penguin Random House). The 2026 Manifesting Collection provides New Year ritual tools including candles and bundled kits combining candles with books and journals for annual intention-setting.

Differentiator

Problem solved

Functional benefit

Products and services

• Magic Candles Handcrafted intention candles infused with ritual magic, available in multiple varieties including Money Magic, Abundance Magic, Success Magic, Love Come to Me, Protection Magic, Road Opener, and Purify Magic. These are the brand's signature bestseller products sold to individuals for personal manifestation rituals.
• Curated Ritual Boxes Pre-assembled themed boxes containing curated spiritual tools for specific intentions including Love Come to Me Box, Money Box, Healing Box, House Blessing Box, Self Love Box, Creativity Box, Astrology Lover Box, Tarot Lover Box, Honor Your Ancestors Box, and limited-edition Zodiac Energy Boxes. Priced $49–$111.
• Crystals & Stones High-grade crystals including raw stones, tumbles, palmstones, towers, points, grids, pendulums, wands, and curated crystal sets for various intentions such as prosperity, healing, higher self, and creativity.
• Crystal & Talisman Jewelry Crystal jewelry including teardrop necklaces, pendant necklaces, power bracelets, rings, protection amulets, zodiac talisman necklaces, angel number talisman necklaces, and pet charms, priced $14–$48.
• Affirmation Collection Luxury soy candles infused with pure essential oils, affirmation rollerballs ($28), and crystal teardrop necklaces featuring mantras such as I AM Strong, I AM Beautiful, I AM Magical, I AM Loved, I AM Powerful, I AM Protected, I AM Creative, I AM Grounded, and Bless Me with Prosperity.
• Write-Your-Own-Prayer Candles Palm wax prayer candles with dedicated sacred white space for writing personal prayers or wishes. Available in multiple colors representing different intentions: Red (Love), Green (Good Luck), Yellow (Abundance), Pink (Companionship), Black (Banishing), White (Reversal/Healing), and Green & Orange (Road Opening).
• Limited Edition Timed Ritual Candles Astrologically-timed ritual candles aligned with Full Moon, New Moon, Mercury Retrograde, Summer Solstice, Spring Equinox, Autumn Equinox, Winter Solstice, and Zodiac Season energies, priced $6–$26.
• Zodiac Energy Candles & Boxes Limited-edition Zodiac Energy Boxes and Solar Return candles for each zodiac sign (Aries through Pisces), featuring curated tools aligned with each sign's energy, priced $49–$97 with stated retail values of $98–$128.
• Tarot-Themed Products Products themed around tarot archetypes including Major Arcana Magic Candles featuring cards such as The Magician, The Empress, The High Priestess, The Moon, The Star, The Tower, Death, The Fool, and Wheel of Fortune.
• Altar Products & Sacred Tools Altar essentials including altar cloths, burners, cauldrons, blessing bowls, bells, chimes, statues, candles, incense, resins, holy waters, colognes, ritual cleansing kits, and other sacred ceremonial tools.
• Incense & Aura Sprays Extensive incense offerings including backflow incense burners, incense sticks, charcoal, pure resins, smudge sticks (sage, palo santo, yerba santa, sweetgrass), magical incense blends (Dragon's Blood, Shaman, Manifest, Road Opener), and organic aura/room sprays in various scents.
• Bath & Aura Collection Ritual bathing and aura-setting products including bath bombs, bath bags, crystal body polishes, aura sprays, affirmation rollerballs, hair mystics, and skin mystics (Arcana Skin Mystics) for spiritual and physical self-care.
• Anointing Oils Conjure and ritual anointing oils including Sword and Shield, Pathway Keys, Peaks of Victory, Abundant Wellspring, Love Wins, Third Eye Opener, and various magical blends for different intentions.
• Ritual Cleansing Kits Pre-assembled ritual cleansing kits for specific intentions including Cleanse & Purify, Money & Abundance, Strength & Victory, Love & Heart, and Healing, each containing herbs, salts, and instructions for ritual cleansing baths and spaces.
• Your Intuition Led You Here (Ritual Book) Memoir and ritual guide published by Rodale Books (Penguin Random House), priced $22.99. Combines personal narrative with 32 ritual recipes, explains symbolism behind ingredients (herbs, oils, elements, numerology, tarot, crystals), and offers personalized rituals based on zodiac energies.
• Inner Magic Journal A hardcover journal (6 x 8 inches) designed as spirit therapy that activates intuition through cleromancy, the ancient practice of casting lots. Features randomized introspective prompts, ritual mantras, and guided reflection for emotional transformation and shadow work, priced $18.
• 2026 Manifesting Collection New Year manifesting tools for 2026 including the 2026 New Year Magic Candle, Rebirth Magic Candle, AÑO VIEJO Fire Effigy Ritual Box, and bundled ritual kits (Ultimate Kit $57 with $67 value; Journaling Kit $37 with $44 value) combining candles with books and journals for annual intention-setting.
• Tarot Readings & Healing Sessions In-store and appointment-based tarot readings and healing sessions with House of Intuition healers. Drives store traffic and community engagement by offering expert spiritual guidance complementing product sales.
• Wholesale Distribution Program Wholesale program enabling other retailers to stock House of Intuition branded products, including Magic Candles Wholesale and Zodiac Candles Wholesale, extending distribution beyond direct-to-consumer channels.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

One partnership is on record.

• Impact (Affiliate Platform)minorGTM or Marketing PartnerImpact.com affiliate platform enables House of Intuition's 'Join & Earn' affiliate program, allowing partners to earn commissions for driving sales through referral links.

Scale indicators4 records

Expansion highlights5 records

Direct peers

• Satya Jewelry: Spiritual and intention-based jewelry brand offering bracelets and necklaces with metaphysical meanings — directly comparable to House of Intuition's crystal and talisman jewelry category with similar price points.
• The Hoodwitch: Brand founded by a Latinx woman offering crystals, candles, books, and metaphysical content with similar inclusive, founder-led, modern-spiritual positioning targeting Gen Z and millennial audiences.
• Energy Muse: Crystal jewelry and metaphysical accessory retailer with overlapping SKU categories including crystal bracelets, pendants, and intention-based products targeting the same spiritual seeker and self-improvement consumer.
• Goddess Provisions: Subscription-based metaphysical box service shipping themed spiritual ritual boxes monthly — competing directly with House of Intuition's curated ritual box model in the gifting and ritual category.
• Mystic Journey Bookstore: Los Angeles-area metaphysical bookstore and gift retailer offering crystals, tarot, books, candles, and in-store services — a direct local market competitor with comparable omnichannel model.
• Sage Goddess: Large online metaphysical retailer offering crystals, ritual kits, candles, and spiritual education with a similar product-led, intention-based merchandising approach and overlap in gifting-oriented ritual boxes.

Emerging players

• Crystals and Spiritual Gifts / Moon Body Soul: Independent metaphysical retailer offering crystals, candles, and intention products online with a curated, modern-spiritual aesthetic overlapping House of Intuition's category positioning.
• Witchy Wellness: Direct-to-consumer metaphysical brand focused on crystals, tarot, and spiritual tools with content-led social media marketing approach similar to House of Intuition's TikTok and Instagram strategy.

Broad incumbents

• Urban Outfitters: Large lifestyle retailer that has expanded into candles, crystals, tarot, and spiritual lifestyle merchandise, representing the threat of category absorption by mass-market specialty retail competitors.

Others

• Penguin Random House / Rodale Books: Publishing partner for House of Intuition's founders' book and a key distribution channel — relevant as both an ecosystem partner and benchmark for media-driven brand monetization paths.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@houseofintuition
• YouTubeyoutube.com/channel/UCneClsLSoOALf0Wv5WJ1Sfw/featured
• Facebookfacebook.com/houseofintuitionla
• Instagraminstagram.com/houseofintuition
• Pinterestbr.pinterest.com/houseofintuition/_created
• LinkedInlinkedin.com/company/house-of-intuition-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 House of Intuition