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Ritual baths

Bathing rituals are the new spa days

2021 prediction

Image cluster featuring a free-standing black and white bathtub and faucet, an abstract painting of an orange flower on a gray background and a full moon

This isn’t your typical tub. Bath time will get an upgrade with influences from ancient rituals. This year, you’ll see people carving out time for an extra-special soaking experience.

Trending search terms

Spiritual cleansing bath
Full moon bath ritual
Bath tea recipe
Bath in bedroom free-standing
Deep soaking tub

What the global data says

180%

year-on-year increase in searches for spiritual cleansing bath

Find it trending in
UK
Canada
Australia

90%

year-on-year increase in searches for full moon bath ritual

Find it trending in
UK
Australia
Canada

60%

year-on-year increase in searches for bath tea recipe

Find it trending in
UK
Canada
Australia

50%

year-on-year increase in searches for bath in bedroom free-standing

Find it trending in
US
Australia
UK

145%

year-on-year increase in searches for deep soaking tub

Find it trending in
Canada
UK
Australia

Tips for brands

Help Pinners to supercharge their soak and turn their bathrooms into at-home spas. Home and beauty retailers can promote essential oils, epsom salts and gua sha tools to help people transform their bath time into a ritual. Drinks brands can share ideas for the perfect red wine or bubbly to help Pinners wind down. Tech brands can promote tablets to stream movies from the bath, while music streaming services can share spa-inspired playlists.





Collage of three images featuring two women with short brown hair wearing orange roll-neck jumpers, coloured glassware staged in bright light and a blue car bumper

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