Some time ago, the goth look became very popular. It was a look defined by dark clothes and dark make-up. Along with the look, pop culture was suddenly influenced by the occult as Wicca and Witchcraft became a popular fascination for the masses. While it might be hard to determine what caused the sudden interest in the world of the occult, it is quite easy to surmise that the chick flicks The Craft and Practical Magic helped maneuver the interest. Because being dark suddenly became chic, those who have lived the “vampiric” lifestyle were suddenly comfortably part of society. As such, goth clothes and paraphernalia became part of the mainstream retail industry. Even fashion couture was influenced by the goth movement, as designers like Alexander McQueen and Jean Paul Gaultier innovated the goth look. MAC, the make-up brand, was catapulted into popularity as they came out with a line of dark lipsticks and eye shadows for goth crazed women. For a short moment in time, being pale and having dark make-up was a day look that women emulated. It was a short moment when looking like a rebel was chic.