Long before water became about wild swimming, cold plunges, and timed lengths, it was a source of renewal. Ancient bathhouses, sacred rivers, and thermal springs were not just about a physical cleanse, but an emotional one, too. They were opportunities for self-reflection, meditation, a means to reconnect with nature, and in some cases, worship.  

Today, as life moves at an ever-increasing pace, our time becomes more stretched, and the emotional load of living during uncertain times becomes heavier, many of us feel a call back to water, drawn by its ability to cocoon the body and soul and restore a sense of emotional equilibrium. This so-called Blue Wellness becomes a pathway to self-connection.

Why we're drawn to water

In his book, ‘Blue Mind: How Water Makes You Happier, More Connected and Better at What You Do’ (Little Brown), the late marine biologist Wallace J Nichols argued that being in or around water helps us move into a blue mind state, a place of peace, calm and clarity, from a red state, which is characterised by high stress, anxiety, and overstimulation, or from a grey state which is one of numbness, burnout, and depression. He wrote that water can have a profound impact on our brain chemistry, resulting in increased endorphins like dopamine and oxytocin, and on our body chemistry, lowering cortisol and blood pressure. He also argued that returning to water enhances our problem-solving skills and creativity. These are things we perhaps inherently know, but now science proves them.  

Research highlighted in the Blue Mind suggests that water environments can help activate the brain’s Default Mode Network, the system responsible for reflection, imagination, and creative thinking. This may explain why so many of our great ideas occur to us in the shower or bath. When the mind is not preoccupied with tasks and allowed to wander in a relaxed state, it becomes more open to possibilities and capable of making creative connections that felt out of reach just moments before. The water’s gentle rhythm, its steady fall, its comforting warmth, become the perfect conditions for creativity to surface. It’s little wonder that many writers and artists take a shower when experiencing a creativity block.   

What we know is this: water and Blue Wellness speaks to us at an instinctive level. Throughout history, humankind has been drawn to water; we turn to it for solace, and even its sounds and smells have the ability to soothe us. It’s why we’re proud to support National Geographic Pristine Seas with our 10% Profit Pledge*. Their work is helping to establish marine protected areas around the world and help depleted areas bounce back to good health. 

From routine to self-care

Physically, water is both gentle and powerful. Warm water encourages blood vessels to dilate, improving circulation and easing muscle tension and as we sink into a bath, buoyancy reduces pressure on our joints and allows the body to soften. Our shoulders drop, our jaw unclenches, our breathing goes a little deeper.  

This release is more than comfort at the end of a long day, it’s therapy. A mindful soak with your favourite bath oil can ease the physical symptoms of stress we otherwise try to ignore.  

A few moments in the shower can be just as transformative. Alternating between warm and cool water can invigorate circulation and re-energise muscles and a morning shower is also the perfect backdrop to intension setting, a handful of minutes to prepare for the day ahead.  

Hydration, too, is an act of selfcare. Drinking water floods our cells with potential, revitalising us from within and supporting digestion, cognitive function, and energy. Closer to the surface, hydrating skin via skincare, ensures our body’s largest organ remains balanced, nourished, and protected. When skin is well hydrated it functions better and its protective barrier is strengthened, while ingredients like hyaluronic acid help skin attract and maintain hydration, keeping it feeling balanced and comforted, and looking radiant. A twice-daily hydrating skincare routine is so much more than function, each application is a reminder to take care.

Bring Blue Wellness into your every day

Blue Wellness is not about escaping our everyday lives, it’s about immersing ourselves in calm, and feeling present and balanced. By returning to water, we return to truest selves…  

• Start each day with a short, mindful shower. Use your time under the spray to allow your mind to wander and set your intentions for the day.  

• Take a leisurely bath once a week. Don’t take your phone in with you, instead use the moment to be still with your thoughts or feed your imagination with a book. Light a candle to create a calming atmosphere and take a brief pause to focus on your breathing, topping up your reserves with a handful of deep inhales and thorough exhales.  

• Top and tail your day with a hydrating skincare routine. Hydrate from top-to-toe with formulations that allow skin to retain hydration, such as Hydrating Day Cream and Body Lotion Mousse, applying the product with intention, seeing it as an opportunity to reconnect with your body. 

As part of our 10% Profit Pledge, Rituals has committed 10% of our net profit* to supporting causes that are making a positive impact on people and planet. Want to learn more about our 10% Profit Pledge? You can read all about our 10% Profit Pledge here.

*From 2025 onwards, we commit to spend 10% of our net profit of the previous year (e.g. in 2025, we commit to spend 10% of our net profit of 2024).