Baths are reportedly skyrocketing in popularity, thanks to Millennials’ interest in self-care (that doesn’t cost anything).

Baths are reportedly skyrocketing in popularity, thanks to Millennials’ interest in self-care (that doesn’t cost anything). Apparently “the bath is heating up,” fueled by Instagrammability, and the fact that it’s a low-cost way to destress and spend time for a generation known for their financial constraints. Of course, even though baths are free in theory doesn’t mean the trend doesn’t present opportunities for brands helping young consumers treat themselves with must-have bath-boosting products (hello, bath bombs). (NYTimes, Nylon)