Ottawa-based luxury bath and wellness brand Bathorium is celebrating its 10th anniversary while preparing for its first external capital raise in January 2025. The company is known for creating botanically-based, clean bath products, and has grown organically into a global brand that is now poised to expand further into the U.S. market. With strategic plans in place, the company seeks to capitalize on the booming wellness sector and continue its rise as a leader in luxury bath products.
Founder and CEO Gregory Macdonald‘s journey with Bathorium began with a personal experience in Italy that inspired him to develop indulgent bath soaks that elevate everyday wellness. Bathorium products are now sold across Canada and the U.S. at high-end retailers like Holt Renfrew, Whole Foods, and Costco, and feature prominently in luxury hotels, including Four Seasons and Ritz-Carlton properties.
Origins of Bathorium: A Personal Journey to Creating Luxury Bath Products
In an interview, Gregory Macdonald shared the story behind the creation of Bathorium, which began with a transformative experience during a trip to Italy in 2014. After spending weeks traveling through Europe, Macdonald stayed at a small house rental in Italy. “When I checked into the rental, the owner offered to draw me a bath, using oils, flowers, and even shaved cocoa butter,” Macdonald recalled. “The bath was unlike anything I’d ever experienced. It was decadent, euphoric, and it inspired me to start Bathorium.”
Upon returning to Canada, Macdonald noticed a gap in the market for luxurious, natural bath products that could replicate the Italian experience. He began experimenting with ingredients and creating bath soaks for guests at the Shangri-La Hotel in Toronto, where he worked as a bartender at the time. The response was overwhelmingly positive, leading him to pursue Bathorium full-time.
“The feedback from guests was incredible,” Macdonald said. “People were coming back to the bar and asking for more of the bath soaps. That’s when I knew there was a real demand for this type of product.”
Bathorium Prepares for U.S. Expansion and First Capital Raise
With over 30 million baths enjoyed globally using its products, Bathorium is now entering a new phase of growth. The company’s upcoming capital raise in January 2025 will help accelerate its U.S. expansion and scale production to meet increasing demand. Bathorium’s products are already available at select U.S. retailers, such as Whole Foods, and Macdonald sees the capital raise as a key opportunity to deepen the brand’s presence in the market.
“We’ve been bootstrapped since the beginning, reinvesting all our earnings back into the business,” Macdonald explained. “But now, with the momentum we’ve built, especially with our partnerships in the U.S. and the launch of our docuseries Soaked in Tradition, it’s the right time to bring in outside investment.”
The funds raised will allow Bathorium to expand its U.S. distribution network, invest in product innovation, and bolster marketing efforts. The company is also planning an international expansion, with the U.K. market next on its list. While details of its U.K. launch are still under wraps, Macdonald hinted at a partnership with a major British department store and luxury hotels.
A Look Ahead: Strategic Vision and the Role of Bathologist
In addition to Bathorium’s growth, Macdonald has introduced a sister brand, The Bathologist, aimed at the mass-market segment. The Bathologist’s products are available at retailers like Winners, Costco and Macy’s, offering a clean, stripped-down version of Bathorium’s luxurious bath soaks at more accessible price points.
“The Bathologist allows us to reach a wider audience, while Bathorium remains focused on the high-end luxury space,” Macdonald said. “Both brands are growing rapidly, and with the upcoming capital raise, we’ll be able to expand both even further.”
With the global wellness market valued at over $1.5 trillion, Macdonald is confident in Bathorium’s ability to capitalize on this growing sector. “We’re just getting started,” he said. “There’s so much more to come.”
Soaked in Tradition: Bathorium’s Cultural Docuseries
Macdonald’s passion for bathing rituals extends beyond products. His latest venture is a docuseries titled Soaked in Tradition, which delves into the cultural significance of bathing around the world. Produced by Flāvr Films, the series will premiere in November and explore traditional bath practices in countries like Japan, Morocco, and India.
“The series is about connecting with the cultural importance of bathing,” Macdonald explained. “In many cultures, bathing is more than just hygiene—it’s about community, well-being, and tradition. We wanted to capture that and share it with the world.”
The first episode of Soaked in Tradition focuses on Japan’s onsen hot springs, showcasing the country’s deep connection to water and wellness. Future episodes will explore the hammams of Morocco, flower baths in Bali, and the spiritual significance of the Ganges River in India.
Looking to the Future: Innovation, Sustainability, and Growth
As Bathorium moves into its second decade, Macdonald’s vision for the company is clear. Innovation and sustainability remain top priorities as the brand continues to redefine the luxury bath space. All Bathorium products are created with natural, botanically-based ingredients, and the company is committed to sustainable practices in both product development and packaging.
“We want to create products that not only make people feel good but also align with our values of sustainability and wellness,” Macdonald said. “As we expand into new markets, those values will remain at the core of everything we do.”
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