Here, as told by Indigenous people, is why. But if you don't? Consider this your official notice: It's time to stop burning sage on Instagram. Goop promotes its newsletter as " inbox sage for the digital age." None of the above mentions its significance in Native American culture. Sample caption: "Cleansing your Insta of negativity!" It's even more common to come across an artfully arranged photo of this sage and lighter set from Sunday Forever - an influencer favorite - the latter emblazoned with the words, "Go sage yourself." (And yes, that would make a great hashtag.) Last year, Anthropologie came out with a "Cleaning Space Kit," Fourth Ray released a " Ritual Box" and Sephora and Pinrose collaborated on a scandalous " Starter Witch Kit" that never actually made it to shelves, all featuring sage wands. It's not uncommon for a square of burning sage to appear as you scroll through selfies and outfit inspo. These sacred bundles of sage, sometimes called "smudge sticks," can be found everywhere from Urban Outfitters to indie shops, including, of course, your Instagram feed. But for centuries, Indigenous tribes have burned white sage in spiritual ceremonies to cleanse, purify and pray.
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