Adult coloring books became massive trend 2013-2016, with intricate mandala and pattern books marketed as stress relief and mindfulness tools, briefly becoming bestsellers before market saturation and novelty wearing off led to decline.
The Johanna Basford Phenomenon
Scottish illustrator Johanna Basford’s “Secret Garden” (2013) and “Enchanted Forest” (2015) became unlikely bestsellers, selling millions of copies worldwide and sparking adult coloring book boom. Publishers rushed similar titles: mandalas, geometric patterns, swear word coloring books, fandom-themed books. By 2015, adult coloring books dominated bestseller lists, with major retailers dedicating entire sections to the category. The books’ marketing emphasized stress relief, mindfulness, and creative expression without artistic skill requirements.
The Mindfulness Marketing
Adult coloring books rode mindfulness movement, positioned as meditation alternatives and anxiety management tools. While some research supported coloring’s calming effects, critics questioned whether marketing overstated benefits or whether coloring genuinely compared to established mindfulness practices. Therapists incorporated coloring into treatment, though debates emerged about therapeutic value versus simply pleasant distraction. Regardless, millions found coloring relaxing and satisfying, filling social media with completed pages.
The Boom and Bust
Adult coloring peaked 2015-2016 then crashed dramatically: 2016 sales dropped 40%, with further declines following. Causes included market saturation (too many similar books), novelty wearing off (pages colored then books shelved), and minimal innovation (most books offered variations on same patterns). However, the category stabilized at lower sustainable levels—dedicated colorers continued purchasing new releases, though casual trend-followers moved on. The phenomenon demonstrated both adult appetite for simple creative outlets and limits of trend-driven markets.
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