On Instagram, Baths Are Heating Up

It’s 7 a.m. Do you know where Lo Bosworth is?
She’s no doubt in the bath.
The founder of Love Wellness, a holistic personal-care line targeted at Millennial women, is a self-proclaimed member of the “#seriousbathers” club. She often takes two baths a day — one in the morning to get centered before work, and one at night to relax and unwind. Sometimes, she’ll post an Instagram story from the bath, preaching the benefits of a soothing soak to her nearly 900,000 followers.
“It’s part of my lifestyle and routine, and I look forward to it every day as a way to de-stress and relax,” Bosworth said.
Bosworth loves baths so much, she decided to launch a bath product: Timeout CBD Bath Salts, $29.99. Formulated with hemp seed oil, hemp CBD Isolate, eucalyptus and jojoba oils, they are said to have anti-inflammatory and stress-relieving benefits. The salts launched on April 9 at Urban Outfitters and on Lovewellness.co, and are almost sold out of their first run.
Baths are certainly having a moment — Bosworth is just one of many influencers who routinely share their bathing rituals on Instagram. For many, particularly young Gen Z consumers, baths are not only a decompression space, but a time of creative expression, colored by Lush bath bombs and bedecked with ambient props such as flowers, crystals and candles.

The Timeout bath salts were launched as part of a larger CBD push by the brand, designed to address stress and anxiety. With the product, Bosworth wanted to create something that could be a real antidote to symptoms of stress.
“We’re living in this self-care moment — there’s been a whole cultural shift in the U.S., especially among women, to put more of a focus on mental health and wellness along with their physical health and wellness,” Bosworth said. “I’ve been outspoken about suffering from depression and anxiety, and taking a bath is something you can do for yourself that allows you to de-stress and detoxify your body.”
Grace Atwood, the blogger behind The Stripe, is another routine bather who shares her love of baths with her audience, overwhelmingly women ages 25 to 34. Atwood promotes higher-end bath products by Susanne Kaufmann, Elemis, Kaia Naturals and Goop — one of her top-selling affiliate links in January was a $30 bath tray from Amazon. “Anything that is self-care and introvert-y, snuggling with my gravity blanket or my cat — people love that stuff,” Atwood said.
Goop’s bath soaks and salts, launched last year, have also been top sellers, though the $35 price tag required some education for Atwood’s readers. “I had to really stress you can get three baths out of each bag.”
At clean beauty retailer Follain, the bath category is steadily growing. Follain sells bath products from niche brands such as Pursoma, Herbivore Botanicals and Osmia Organics, and carries its own bath salts in rose and lavender — the lavender was a limited-edition collaboration with skin-care brand Osea that was so popular it became a permanent sku.
“It’s only going to continue to grow,” said Follain founder and chief executive officer Tara Foley, who pointed out the different aromatherapeutic benefits of bath products she sells in her six retail stores and web site. In five out of six stores, she has even installed bathtubs as decor. “People are recognizing that products can be used as tools to calm down and relax.”
Even mass market brands have caught wind of the bath trend. As part of a new campaign to promote new varieties of its Moisture Ribbons body wash, the Olay brand has come out with a “waterproof bath book” and partnered with actress Sarah Hyland to promote it on social media. The bath book, “Transformations by Olay,” is exactly what it sounds like — a waterproof coffee table book designed to be read in the bath. The book features a collection of personal essays from women with inspirational stories, such as Tatyana McFadden, a Paralympic medalist.
The campaign was born out of Olay’s research — the brand, which has made strides over the past two years to reach Millennial women, found that 28 of its consumers were taking at least one bath a week. The updated Moisture Ribbons formulas were made with that age demographic in mind, highlighting ingredients such as manuka honey and lavender oil.
Olay’s bath book can be won as a prize in a giveaway tied to its campaign for the new body washes.
“A bath is self-care indulgence that doesn’t require a lot of money — it’s really accessible to most everyday women,” said Nicole Drazner, senior manager for Olay personal care. “We thought it’d be a fun and playful way instead of the typical story about how amazing our body wash is.”
Indie Lee, founder of her eponymous skin-care brand, agreed with the sentiment that a bath is an affordable luxury and simple indulgence — forget the colorful bath bombs. Lee’s new wellness line, I-Recover, includes a hybrid bath soak and body scrub with therapeutic benefits that target muscle pain. “I’m not saying take a bath for four hours a day. A simple soak in the tub is so therapeutic — if you take a few minutes, you’ll feel good.”
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