These influencers post pictures of their Instagram-worthy tubs, but don’t call them ‘bathfluencers’
Category : entrepreneur
- A recent article in New York Magazine referred to our era as “the age of bathfluence.”
- People on Instagram, generally women, create increasingly elaborate baths to post on the platform.
- While baths contribute to their overall image of an aspirational lifestyle, the people posting the photos generally rankle at being called a “bathfluencer.”
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Deborah Hanekamp, @mamamedicine on Instagram, was at the beginning of an 8-year shaman apprenticeship in the Amazon when she was introduced to ritual baths, or contemplative bath routines. For her, they were a healing experience she could easily incorporate into her life, even with a “tiny Brooklyn bathtub,” she told Business Insider in an email.
Now, she’s fully embraced baths for healing, and she has different baths for different needs. She even sells a $111 bath kit, designed to be used across 4 baths, which is currently out of stock.
Baths — particularly lavish baths with bath bombs, flower petals, perfumes, and other additions — are popular on Instagram right now. Not only do influencers and celebrities post photos of glamorous bathtime setup, they also often explain their routines in extreme detail. As Rachel Syme wrote in New York Magazine, “I now know more than I ever thought possible about the bath-time habits of strangers.”
For many people, especially in crowded cities, bathtubs are a luxury. Gothamist and The New York Times have written about the bathtub as an expensive status symbol in New York City. Many apartments don’t have tubs, and those that do are often old or dirty, so there’s an aspirational element to liking photos of a stranger’s elaborate bathtime setup.
Model Summer Dawn Miller takes a bath every day, as she told Violet Grey when describing her bath routine. As New York Magazine pointed out, she initially told the website that she adds a full bottle of hydrogen peroxide to a bath, but after commenters on Twitter questioned it, that point disappeared from the piece. In an email, she told Business Insider “I didn’t invent this. Hydrogen peroxide oxygenates the body and its incredibly stimulating. I do it when I have hydrogen peroxide to spare as you need an entire bottle.”
While she maintains her belief in the power of hydrogen peroxide baths, Miller is skeptical about being a “bathfluencer.”
“Who coins these terms? Bathfluencer is a silly word that I wish I would have invented… I hope that I influence women and girls to pamper themselves everyday,” she told Business Insider in an email. She clarified that she sees her bath routine as a minor part of her overall role as an influencer.