Bath bombs were invented in 1989 when British beauty entrepreneur Mo Constantine, inspired by the fizzing action of an Alka-Seltzer tab, started messing around with formulas that could plop into bath water. She and her husband eventually founded Lush, where they stacked bath bombs in crates, like tangerines at a grocery store. Lush makes a ton of other stuff (like some Strat-approved conditioner), but the dissolving baseball-size orbs (typically made of citric acid, baking soda, Epsom salts, and then oils and scents) took off on a life of their own. Mayer’s song was explicitly devoted to the brand’s the Big Sleep Jelly Bomb, which turns bathwater into a frothy, Shrek-like green.
Like unicorn lattes and pool floaties, bath bombs come off as perfectly engineered for Instagram — they’re fun, but they’re even more photogenic — even if they predate social media. “Bath bombs are soo trendy right now,” confirms Sapphire Rayne, a 24-year-old Canadian who’s racked up 115,000 followers since founding her bath-bomb test-drive account (@lush4lush) a year ago. (She now does this full-time, getting requests from international brands to promote their products on her feed.) “They’ve become huge because of social media, especially [the interest in] ASMR,” internet speak for a sensory turn-on. “I get random messages from people saying my videos help them calm down from high-stress situations.”
Lush, the actual store is currently kind of like what Barnes & Noble was to bookstores in 1998 — a corporate giant in an otherwise largely independent landscape. Lush has three locations in Manhattan, and its 12-year-old fans (and their parents) regularly wait on line just to go inside. Lush is close to becoming the brand name for bath bombs (think “Lush bombs” standing in for bath bombs), but there’s a selection of other bombs from small brands out there, ranging from ones created by teenage entrepreneurs to ones sold by Rudy’s, the Seattle barbershop founded by the late Alex Calderwood, who also helped launch the Ace Hotel.
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