Dua Lipa’s experience is not unique. Many other celebrities, athletes, and entrepreneurs have spoken about the power of manifestation. This phenomenon has gained significant traction in recent years, with its popularity fueled by social media and the rise of self-help culture. The concept of manifestation is rooted in the law of attraction, which states that positive thoughts attract positive experiences.

Alicia Tghlian makes money by promoting the power of positive thinking. (Courtesy Tghlian) Tghlian’s online success is part of a larger trend that emerged during the pandemic, with searches for the manifesting rising more than 600% in March 2020, according to Google data. But the business of manifesting goes beyond social media. Emma Mumford is the U.K.’s leading manifestation expert, a bestselling author and host of the “Spiritual Queen’s Badass Podcast.” She makes her money through book deals, the wellness retreats she runs and individual coaching sessions. She’s found that manifesting’s appeal has broadened. “I think it tends to be younger now as well,” Mumford said. “When I first started seven, eight years ago it was more people my own age — kind of in their 30s, 40s, 50s. Whereas now I can see, and I can have people in my groups or even come to a one-to-one session, they could 18, or they could be 60 or 70.”

He argues that manifesting is not a magic bullet, but a tool that can be used effectively when combined with practical steps. Lucas Dixon’s research suggests that the power of manifestation lies in its ability to shift our focus from the limitations of our current reality to the possibilities of our desired future. This shift in focus can be incredibly powerful, leading to increased motivation, creativity, and a sense of agency.

But with the likes of Dua Lipa endorsing the idea of manifesting, it’s expected to become an increasingly important part of the lucrative wellness market — forecast to be worth $8.5 trillion by 2027.