Canadian luxury bath and wellness brand Bathorium is taking a significant leap into the U.S. market with a nationwide rollout in Nordstrom stores and a separate launch in Nordstrom Rack later this year. The move follows years of steady growth, innovative brand building, and high-profile endorsements, positioning the Ottawa-based company as a rising star in the wellness space.
“We’re going national across 93 Nordstrom locations and online all at once,” said Gregory Macdonald, founder and CEO of Bathorium. “This isn’t typical—most brands start with a few key doors and scale. But Nordstrom approached us directly. They saw the consumer shift toward elevated bath experiences, and they wanted to feature us as a standalone tower, just in time for Mother’s Day.”
Nordstrom Rack to Follow with Mass-Market Line
While Bathorium’s signature premium line is entering Nordstrom, its sister brand, The Bathologist, will debut in Nordstrom Rack’s 300+ stores this September. The Bathologist features a more accessible price point and includes bath bombs, shower steamers, and body care products with the same clean ingredients as Bathorium—without the richer textures and indulgent packaging.
“The Bathologist still delivers efficacy, but it’s streamlined for a wider audience,” said Macdonald. “It’s our way of owning the bath category at both the prestige and mass levels within the Nordstrom family.”
From Rejection to Retail Triumph
The path to Nordstrom wasn’t without obstacles. Macdonald recalled pitching the retailer back in 2016, only to be told the brand wasn’t ready.
“It crushed me at the time,” he admitted. “But in hindsight, we weren’t there yet. We needed the time to build our infrastructure, product line, and brand identity. Nine years later, we’re launching nationally—it’s a full-circle moment.”
A Boost from Gwyneth Paltrow’s Goop
Bathorium’s U.S. push gained momentum in February when Gwyneth Paltrow’s Goop featured its Aphrodite bath bomb in its Valentine’s Day must-have list. That endorsement brought a wave of consumer interest and media attention.
“It validated us for the American shopper,” said Macdonald. “Goop’s readers trust her recommendations—especially for wellness products that go on your body. It opened doors, literally and figuratively.”
The Goop collaboration extends throughout the year with four product drops planned, and Macdonald emphasized the curated nature of that partnership: “Goop doesn’t carry a full brand line—they pick key pieces. So being selected says a lot.”
Fueling Growth with Strategic Investment
Bathorium is currently undergoing its first external capital raise, aiming to accelerate expansion into the U.S. and international markets. The company has already secured its lead investor.
“This funding round is transformative,” said Macdonald. “It allows us to scale production, invest in marketing, and explore partnerships globally.”
The funding will also support the establishment of a U.S. third-party logistics centre in Illinois, reducing shipping times and mitigating the impact of international tariffs. Macdonald acknowledged the cost of cross-border trade but said the company had already adjusted pricing to offset some of the anticipated duties.
Strategic Focus on Luxury Hospitality
While retail expansion is key, Bathorium continues to deepen its hospitality partnerships, providing bath amenities to luxury hotels including Four Seasons, Ritz-Carlton, Waldorf Astoria, and Shangri-La.
“We’re seeing explosive growth in the hospitality vertical,” said Kerry Connelly, VP of Brand and Business Development. “What makes Bathorium unique is our multi-layered presence—we’re not just in the spa retail section, we’re also used in treatments and in-room with our Bath Butler program.”
The brand is currently developing an exclusive soak for Nobu Hotels, to be featured globally in all rooms by mid-2025—including the highly anticipated Toronto location.
Education and Emotional Connection Key to Retail Success
To ensure in-store success, Bathorium is investing heavily in staff training at Nordstrom, working with Bright Beauty Collective, a training agency that has supported brands like Oribe and RMS Beauty.
“We’re putting our founder front and centre in training sessions,” said Connelly. “Sales associates are connecting to the story of how Greg discovered the power of bathing after a stressful corporate career. That emotional connection is what makes Bathorium resonate.”
Explosive Growth and Global Momentum
Bathorium has seen over 200% year-over-year growth and is already 50% ahead of projections for 2025.
“We’re well beyond what we forecasted when we started the raise,” said Macdonald. “Our D2C business is strong, but B2B—especially hospitality and private label—is skyrocketing.”
The current revenue split is roughly 75% B2B and 25% D2C, though both channels are growing. Gift sets are planned for Q4, along with holiday-exclusive soaks and a new line of body washes launching this spring.
Macdonald hinted at ongoing experimentation in the lab: “Right now, I’m working with red kelp seaweed from the BC coast. It’s staining my tub bright red, so we have a few kinks to work out—but it’s going to be something really special.”
Soaked in Tradition and the Wellness Movement
Part of Bathorium’s storytelling success stems from its documentary series, Soaked in Tradition, which explores global bathing rituals. The first episode, filmed in Japan, premiered during the brand’s 10th-anniversary celebration at Toronto’s Shangri-La Hotel, where over $6,000 was raised for Main Street Community Services in honour of Macdonald’s late brother, Aaron.
“Bathing isn’t just about relaxation—it’s ritual, healing, and connection,” said Connelly. “Wellness is no longer a trend, it’s a necessity, and bath is a big part of that. Bathorium offers accessible luxury that anyone can experience at home.”
Looking Ahead: Saudi Arabia and Beyond
The company is also preparing to enter Mexico and the UAE in 2025, with early discussions underway for expansion into Saudi Arabia. While specific retailers have yet to be confirmed, the brand anticipates partnering with upscale department stores and hospitality groups in the region.
“It’s early days, but it’s coming,” said Connelly. “There’s real appetite globally for premium self-care experiences.”
As Bathorium accelerates into new markets with retail and hospitality partnerships, celebrity endorsements, and product innovation, the brand’s commitment to sustainability and high-quality ingredients remains its foundation.
“We’re not just building a company,” said Macdonald. “We’re building a movement around intentional self-care. And we’re just getting started.”
