These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Dr Teal's Pure Epsom Salt Soaking Solution in "Soothe & Sleep with Lavender" is an iconic, top-of-mind product for consumers seeking a calming and restorative bath. This product's popularity lies in its simple yet effective formula that combines pure Epsom salt (Magnesium Sulfate) with the soothing scent of lavender essential oil. The salts are designed to ease muscle aches and pains, while the lavender aroma helps to calm the mind and promote a better night's sleep. This widely accessible and highly-rated product has become a staple in many Australian households for its ability to consistently deliver a relaxing, spa-like experience at home, making it a key driver of the aromatherapy bath trend.
Key Product: Pure Epsom Salt Soaking Solution, Soothe & Sleep With Lavender
MARKET LEADER
Natio, a popular and trusted Australian brand, offers the Spa Relaxing Magnesium & Mineral Bath Salts, which have become a go-to for those seeking an aromatic and muscle-soothing soak. These bath salts are formulated with a blend of magnesium, pure minerals, and sparkling citrus essential oils, including orange, tangerine, and lemon. This product pushes the aromatherapy trend by combining the therapeutic benefits of magnesium for muscle relaxation with an uplifting and refreshing citrus scent that rejuvenates both body and mind. Its Australian-made credentials and positive reviews highlight its status as a beloved product among consumers who appreciate natural and aromatic bathing rituals.
Key Product: Spa Relaxing Magnesium & Mineral Bath Salts
MARKET LEADER
iKOU's De-Stress Aromatherapy Bath Soak is a premium product that embodies the luxury end of the aromatherapy trend. Marketed as a spa-quality experience, these bath salts are infused with a sophisticated blend of essential oils, including geranium, clementine, patchouli, lemon, and Australian lavender, combined with Epsom and sea salts. This product helps to push the trend by offering a complex, layered scent profile designed to have a powerful effect on the emotions and promote a sense of calm and stress relief. The brand's focus on holistic wellness, natural ingredients, and creating a "sanctuary in the everyday" has made the De-Stress soak an iconic product for consumers seeking a deeply therapeutic and indulgent bathing ritual.
Key Product: De-Stress Aromatherapy Bath Soak
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
The trend shows strong upward momentum in search interest and significant cultural attention driven by the wellness and aromatherapy movements. While specific sales data is unavailable, the increasing search volume suggests growing commercial adoption.
Search interest for aromatherapy bath salts has shown a consistent upward trend, indicating growing consumer interest. The product is gaining traction as people seek natural ways to manage stress and enhance self-care routines.
Google Trends (12 Months)
TikTok Posts
Goop
An Academy Award-winning actress turned wellness mogul, Gwyneth Paltrow is the founder of the lifestyle brand Goop. Launched in 2008, Goop has become a major force in the wellness industry, influencing trends and conversations around self-care and alternative health.
KORA Organics
Australian supermodel and entrepreneur Miranda Kerr is the founder of KORA Organics, a certified organic skincare brand. Launched in 2009, KORA Organics reflects Kerr's passion for holistic health and wellness.
Not publicly identified
A prominent Australian model, television presenter, and influencer, Bec Judd has a significant following and influence in the Australian market, particularly in fashion, beauty, and lifestyle. She is a brand ambassador for several companies and co-founder of the activewear label Jaggad.