Whether you believe in it or not, astrology seems more visible than ever. Here is how costarastrology is connecting with users who are looking for a new kind of spirituality.
, is valued at more than $2 billion in the U.S. alone. Besides the daily horoscopes that appear on many websites, a range of new beauty products and other goods cater to the personalized needs of a proud benevolent Leo or intentionally indecisive Libra. Whether you believe in it or not, astrology seems more visible than ever.
I’ll admit I was intrigued by the new fad for horoscopes. I’m an Aquarian—and every bit as independent and noncommittal as my sign suggests. Daily prayer or weekly services are not my idea of spiritual guidance. Earlier this year, I signed up for Co-Star, curious to see what a few of my friends were raving about. It became clear that the app talked to and connected users in a way that felt more real. No vague predictions. No bold claims that the person you were dating was your soulmate.
Such messages can stand in for a friend who gives you the unfiltered advice you sometimes need to hear. Guler assures me her company doesn’t have the technology to listen to phone calls or track what’s going on in people's phones—“We don’t even know how to do that,” she says—and gives all the credit to her team for the raw conversational tone that the app’s users have come to value.
“I’ve always felt like I’m a pretty intuitive person, so [the app] almost provides validation for the way I’m feeling,” says Alexa Rossi, a 28-year-old New York City–based publicist. “Astrology for me is a way of better understanding myself.” Rossi believes that Co-Star is more accurate than other astrology sites and likes to check her compatibility with friends or people she’s dated.
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