After a long day in the office, 29-year-old Helena, a graphic designer from Manchester, gets home, kicks off her shoes and runs a hot, steamy bath. A year ago, she might have gone straight to the sofa with dinner in-hand, but today’s priority is immersing herself in a hot tub of water.

“It’s the one moment in the day where I can properly switch off,” she says. “I light a candle, add a few drops of bath oil and some salts, and for half an hour, I don’t look at my phone — it feels like shedding off the day. A total reset.”

She’s part of a growing movement of consumers rediscovering the restorative power of bathing, seeing it not as a luxury, but as a ritual for mental clarity and calm. On TikTok, #BathTok is trending, with 15.5 billion views of the #Bath hashtag, while Instagram feeds are

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