Kira Ganga Kieffer (Visiting Assistant Professor of Religious Studies, Wesleyan University; PhD, Boston University, 2023) studies contemporary American spiritualities, health, gender, and marketing. Her first book, a history of religion and vaccine skepticism, Unvaccinated Under God: Religion and Vaccine Hesitancy in Modern America (Princeton UP, 2026), is forthcoming from Princeton University Press. She is the author of “Smelling Things: Essential Oils and Essentialism in Contemporary American Spirituality,” in Religion & American Culture (2021) and “Manifesting Millions: How Women’s Spiritual Entrepreneurship Genders Capitalism,” in Nova Religio (2020), which received the Thomas Robbins Award for Article of the Year. She has written for Religion & Politics, Los Angeles Times, The Washington Post, and Religion for Breakfast.
Kieffer uses textual analysis of spiritual marketing materials to discover how consumer culture creates religious concepts within a secular context. Focused on spiritual items and practices that are marketed to women, Kieffer compares the usage of essential oils by three very different groups of spiritual practitioners: contemporary yogis, evangelical Christians, and witches. Although the usage of essential oils is consumerized, Kieffer argues, the beliefs and practices created by “oilers” are nonetheless meaningful responses to the spiritual yearning. Essential oil practices blur the lines between religious traditions, sharpen individual spirituality, and work to create new collective identities.
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