The Witch Baby Soap e-merchant that made a name for itself online, amassing a cult-like fanbase {they have nearly 200K Instagram followers} for its occult bath and body products has opened a long-awaited brick-and-mortar location in Downtown Cranford.

Witch Baby Soap’s storefront swung open its doors on May 1 at 11 Eastman Street, allowing its fans to experience its full line of vegan and cruelty beauty products in a whole new way.

The company’s unique twist is that alongside its bath bombs, candles, soaps, body oils and scrubs, comes spell boxes and other witchcraft-inspired goods.

The store’s tag line is “Get naked. Do Witchcraft.” A slogan that owner Chelsea Selby says is meant to inspire change in the fashion industry.

“It’s more than just a cheeky tagline, it’s a lifestyle,” explained Selby. “We don’t want you to just look good, we want you to feel good. Our purpose is not to correct what someone once deemed as your flaws. We’re here to make your outer glow match your inner glow.”

One of its more notable product offerings is its popular “Coffin Bath Bomb.”

A recent Instagram post promoted its  “Gossip Stopper Soap,” containing slippery elm to “stop gossip, slander and libel.”

The store stocks products that are free of parabens, phthalates, sulfates, formaldehyde, and “other beauty boogey-men that are traditionally found on shelves,” according to their website.

Photo courtesy Witch Baby Soap.