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Bathscaping: the growing trend of male self-care

New ideal of masculinity increasingly focuses on well-being and bath relaxation rituals, impacting accommodation choices and gift options for fathers

By Natália Faria G. Viana

When imagining a bathroom filled with self-care items, for many, the first reaction has always been to assume it’s a space inhabited by a woman. However, this is beginning to change. The practice known as “bathscaping” (derived from the words “bath” and “landscaping”) is becoming a growing trend among men seeking moments of relaxation and self-care. Much more than hygiene transformed into ritual, bathscaping is redefining masculinity by incorporating elements of well-being and mental health.

As society evolves, the idea that self-care is more associated with femininity is being challenged. Men are increasingly adopting practices that were once seen as “unusual” for the gender, such as using sophisticated bath products and creating spaces dedicated to relaxation in their own homes. This change not only reflects a new vision of mental health and well-being but is also directly impacting the travel and hospitality sector.

This behavioral transformation is supported by data. According to the “Global Wellness Economy Monitor 2023” report by the Global Wellness Institute, there has been a significant increase in wellness product consumption among men, with exponential demand for experiences that promote relaxation and self-care.

The origin of the bathscaping trend

The concept of bathscaping goes beyond traditional bathing, incorporating spa elements and relaxation rituals into men’s daily lives. Influenced by growing interest in mental health and well-being, this movement seeks to provide moments of disconnection and self-compassion. Products like bath salts, natural sponges, aromatic candles, and even specific kits for sleep and muscle recovery are becoming popular among male audiences.

Brands and retailers are responding to this change, offering products and services that meet men’s self-care needs. Male hygiene is diversifying, including everything from basic products like soaps and beard care items to corrective cosmetics, nail polish, and beauty items focused on well-being. This evolution in narratives around masculinity is opening new market opportunities and redefining what it means to be a man today.

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Impact on accommodation choices

This trend isn’t restricted to the domestic environment; it’s reshaping men’s expectations regarding accommodation during their travels. Hotels offering luxurious bathrooms with balcony jacuzzis and complete spas are gaining preference among male travelers. According to the same Global Wellness Institute report, demand for wellness experiences in travel is growing, with a significant increase in the search for accommodations that offer infrastructure focused on relaxation and self-care.

For men, choosing a hotel now goes beyond simple functionality. They’re seeking experiences that offer an escape from stressful daily life, where they can indulge in moments of pure relaxation and well-being. Hotels investing in bathrooms with sophisticated design, high-tech showers, and premium bath products are standing out in the market, attracting this new consumer profile.

Self-care spaces in family travel

For fathers traveling with family, these self-care options are an excellent escape valve. While children enjoy recreational activities, parents can take advantage of moments of tranquility in spas or private bathtubs, recharging their energy. Beyond the sports spaces traditionally occupied by this audience, new relaxation oases provide a more complete and satisfying travel experience.

This trend also helps redefine the concept of family time. Parents who take care of themselves and invest in their well-being tend to be more present and engaged in family activities, creating a more harmonious and healthy environment for everyone. Studies indicate that parental well-being has a direct impact on family dynamics, reinforcing the importance of spaces dedicated to relaxation during travel.

Gift ideas for fathers on special occasions: bathscaping kits and day spas

For gifting fathers on commemorative dates like birthdays or Father’s Day, bathscaping items emerge as an excellent option. Kits with bath salts, sponges, robes, and candles that focus on specific needs like relaxation and muscle recovery are trending. These products promote self-care and have the potential to transform any daily bath at home into an experience worthy of a luxury hotel or spa. Travel-sized versions are also interesting for fathers to try different products they don’t yet know while being practical to pack and transform any accommodation into a sensory experience.

Vouchers for men’s day spas are a gift idea for those who prefer experiences over products. In various regions, spas are adapting to serve male audiences, offering treatments like sports massages, relaxing baths, and rejuvenation therapies. For example, Thermas do Tabuleiro in Santa Catarina, Brazil, offers spa packages aimed at male audiences, including therapeutic massages and specific wellness treatments. Anantara SPA in São Paulo is known for its personalized therapies, combining traditional and modern techniques to provide a unique relaxation experience.

These spas not only provide moments of relaxation and self-care but also contribute to men’s mental and physical health. The variety of available treatments allows each individual to find the option that best meets their needs, whether to relieve stress, improve sleep quality, or simply enjoy a moment of tranquility.

For a special family celebration, a “staycation” option at a hotel with a good spa can be an excellent choice. Hotels like Belmond Copacabana Palace in Rio de Janeiro and Fasano Belo Horizonte offer packages that include spa access, allowing parents to enjoy a relaxing weekend without needing to travel far.

A new masculinity

The bathscaping trend isn’t just a passing fad; it’s part of a macro-trend that challenges and breaks obsolete stereotypes, promoting a new ideal of masculinity. This new ideal values personal care, the importance of quality family time, and a more relaxed and emotionally committed vision. Known as #SubtleMasculinity, this trend encourages a more fluid and expressive attitude, moving away from macho clichés and embracing modern and inclusive masculinity.

Bathscaping reflects the evolution of narratives around new masculinity, where self-care and well-being are essential parts of daily life. This trend improves men’s quality of life and has everything to do with helping strengthen family bonds by contributing to healthy emotional balance. Investing in self-care products and experiences is thus a significant step toward embracing this new era of masculinity, where personal well-being is celebrated and valued.