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

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