Alabaster’s Instagrammable bible turns Christianity into a “content-rich lifestyle brand.” The young founders took cues from trendy magazines and startups like Kinfolk and Warby Parker to create a version of the bible that Millennials will want to read—and share on social media.

Alabaster’s Instagrammable bible turns Christianity into a “content-rich lifestyle brand.” The young founders took cues from trendy magazines and startups like Kinfolk and Warby Parker to create a version of the bible that Millennials will want to read—and share on social media. They sold 10,000 books last year to an audience primarily made up of 21-35-year-old females. And they’re not the only ones trying to Millennialize religion and spirituality by leveraging social media; just take pastors like Carl Lentz, who have become influencers with massive followings. (WP)