Exploring LA’s astrology obsession, including a dating app and nail salon dictated by zodiac signs

I’ll admit that a fun perk of living in Los Angeles is that once you’ve paid for your coffee, there’s a good chance you’ll find Jon Hamm or Scott Speedman standing in line behind you. Or at least that’s true on the east side. There are countless stars to spot, but lately, the female gaze is focused on those in the sky. Astrology dates back to Babylonian times when humans studied planets to predict weather patterns and politics. These days, a trend is emerging in Southern California, where women are applying their knowledge of the zodiac to matters of dating, wellness, and yes, even nail art. We’ve come a long way from those early star maps we etched on cave walls.

I’d recently shot a sitcom pilot and heard that didn’t get picked up to series. The project I worked hardest on, the thing that seemed fated and so ‘meant to be’ mere months ago, would not see the light of day. Both unemployed and single for the umpteenth time, I needed direction. It’s no wonder I wanted to meet with practitioners who advise their clients to look up.

There’s a reason why ‘What’s your sign?’ is a timeless—albeit often laughable—pick-up line: it’s an icebreaker and an easy way to relate to people. At HUB LA, a shared office space in downtown’s Arts District, I meet Helen and Aliza, founders of the new dating app, Align. Their platform, which matches users by zodiac sign, was inspired by the girls’ own digital frustrations. Outwardly focused user experiences on Tinder and Hinge were “alienating” and swiping past guys based on looks felt shallow. “At the same time, we had conversations with our peers about astrology and always came back to ‘Oh, you’re dating this guy; what’s his sign? What’s your compatibility?’” Helen explains. “We off-handedly said, ‘We wish could know a guy’s sign before we go on a date with him.’”

A year later, Align launched with a bit of starry substance. Pulling info from Facebook—your birthday and favourite photo— the app creates a profile that’s colour-coded for your sign. Six emojis of your choice from a curated, astro-themed collection form your bio— a tree, for instance, can stand for either a love of nature or a grounded nature. And because your profile has no written component, these selected emojis speak volumes, according to Align’s founders. “That’s how you’re self-identifying,” Aliza says, “and how you’re taking the greater idea of your [astrological] sign, and carving your own identity within it.”

At midnight, Align reveals five profiles (from any zodiac) in the shape of a constellation. Predictive blurbs about each cosmic coupling are also displayed, written by Annabelle Gat, the ex-MTV astrologer who now works at Vice. The founders hope Align will educate users, teaching them on a basic level, how planetary movements influence their love lives. But above all, they’d like the app to serve as a tool for self-awareness. “Astrology aside, everyone advises that in order to be in a healthy and strong relationship, you need to be a whole person,” Aliza says. “I think using astrology as a lens for understanding yourself better puts you in the right direction to meet people who are meaningful to you.” With that, I scroll past a sad umbrella emoji to claim the burning fire.

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