Bathhouse Beauty Is Here To Bring Purpose To Your Pampering

While I love a no-fuss, in-and-out shower, I've officially committed to a weekly bath. This may not sound like a groundbreaking proposal, but if you, too, live in a rental apartment, you know that soaking in an old, stained tub requires a bit of bravery. 

In 2022, mindbodygreen's beauty director, Alexandra Engler, predicted that community-based beauty—such as bathhouses—would thrive in the year to come, as folks gravitate toward communal "third spaces" to achieve their social (and wellness) fix. 

Of course, many cultures around the world have been practicing bathing rituals for centuries—think Finnish saunas and Swedish thermal baths, Russian banyas, Japanese sentos, and luxurious Moroccan hammams. The States has been relatively slow to catch on to bathing culture, Engler reports, but is quickly catching up with more communal spas, urban bathhouses, and wellness destinations opening in bustling cities. 

Engler's prediction has certainly proved true. Communal bathhouses and saunas practically exploded in popularity this past year, as people crave social spaces that also provide a slice of peace in their jam-packed routines. 

"Overscheduled and stressed-out city dwellers are always looking for ways to escape their routine and find solace and relaxation," says Andrea Trillo, global marketing director at AIRE Ancient Baths. "Bathhouses are places where people slow down; warm water slows your heart rate and encourages relaxation1. Spending time in water has a number of health benefits, including improved circulation2, reducing inflammation, and oxygenating the skin." 

So, the social aspect of bathing culture doesn't exactly translate to an at-home soak. But those slow moments of tranquility can totally exist in your own oasis, especially with the help of the latest "bathhouse beauty" brands. 

I've seen more than a few brands taking inspiration from rich bathing practices, with luxurious, multistep rituals and mood-elevating scents. I suspect the viral "everything shower" has something to do with the buzz, which involves finishing all your grooming in one go: a shave, hair mask, body scrub, you name it. For many, this routine serves as self-care, inspiring scores of folks to spend more time in the sanctuary of their bathroom—if only to save minutes (and water) for their future showers. 

For example, Youth To The People recently made its foray into body care with a new superfood-infused Body Collection, complete with a body wash, scrub, and body butter inspired by their three bestselling facial products. The idea behind each elevated formula is to show every square inch of skin the same love we show our faces—like, say, during a mindful bath.

Or take NERRĀ, which features a four-step body-cleansing ritual rooted in ancient hammam practices. Within the ritual, you'll even find a Pre-Exfoliating Foam that draws inspiration from the bubbly green or black soap in traditional hammam spa treatments. "This foam not only prepares the skin for exfoliation but also protects it, enhancing the skin's texture to make it more receptive to the exfoliating process," says Teyma Touati, founder of NERRĀ. 

Before you even dive in, Pink recommends sprucing up your space. A clean and tidy environment is crucial for a clear mind. Research has even demonstrated a connection between clutter and stress3—so take this as a sign to scrub your space before your skin. 

Immerse yourself in water, be it a bath or soothing shower. If you do have a tub, feel free to infuse it with your favorite bath salts, bubbles, and/or oils—the latter can especially soften your skin as you soak. 

Always, always, always follow up with a hydrating lotion or oil. Exfoliating without moisturizing after is a recipe for a weakened skin barrier, so grab your favorite salve and slather on. 

Spa and bathing culture has been around for centuries in many cultures, but it's no secret these spaces have become more popular in the West as people wish to unplug and discover peaceful oases. With intentional body care collections, it's never been easier to bring these benefits home, but don't forget about the initial connection piece—to others and to yourself.