Since 2019, Antipodean brand Baina has been synonymous with elevated bathing, defined by its considered collection of organic towelling. Now, the brand expands beyond textiles for the first time with the introduction of Baina Apothecary: a six-piece collection of sensorial bathing products.
The collection — comprising Bath Milk, Bath Salts, Body Wash, Body Scrub, Post-Bathe Oil, and Hand Wash — is unified by Ebon Veil, a meditative signature scent. Composed of 11 essential oils, the warm, woody fragrance reveals notes of sandalwood, vetiver, and amyris. Presented in sleek aluminium vessels — a sustainable, infinitely recyclable alternative to plastic — each product is clean, conscious, and cruelty-free, reflecting Baina’s commitment to intentional living.
FQ caught up with Baina co-founder and creative director Bailey Meredith to discuss the brand’s evolution, the art of formulating their debut Apothecary range, and how their signature scent came to life.
In conversation with Bailey Meredith
What inspired the evolution from towelling to creating a full apothecary line?
Baina has always been about the practice of bathing. When Anna and I first mused over what we wanted Baina to represent, it was always ritual, a quiet pause, a moment to reconnect with self.
While towelling was where we started our journey, apothecary was always in the periphery. However, it has taken years of patience, learning and growth to bring it to life. We want to serve our customer in the bathing space with modern, design-led, consciously created products. Baina Apothecary is the next evolution in our journey — a natural continuation of the brand’s vision to embrace bathing as an intentional practice.
Can you tell us more about how you approached the formulation process? How long did it take to bring this range to life and were there any challenges along the way?
We approached formulation with the same meticulous attention we apply to our towels — considering texture, efficacy and sensory experience. Each product was developed with a focus on gentle, effective ingredients. Baina Apothecary blends the art and science of bathing. We drew on scientific research, therapeutic modalities and self-care practices to select ingredients that support and enhance the sensory and physiological aspects of bathing. It’s taken years and many, many iterations to bring the range to life. To see it in the world feels both surreal and deeply grounding. Challenges were met with iteration, patience and a commitment to uphold Baina’s brand philosophy to develop six bathing essentials you would return to again, and again.
Each product is unified by the signature scent, Ebon Veil. How did you land on this particular fragrance profile, and what mood or feeling did you want it to evoke for users?
Ebon Veil was designed to feel simultaneously grounding and enveloping – a scent that supports quiet, intentional bathing. We explored countless combinations, seeking a balance between warmth, depth and subtle complexity. Crafted from a botanical blend of eleven essential oils, each was selected for its character and therapeutic properties: sandalwood to calm and support introspection, amyris to soothe and invite stillness, vetiver to stabilise. Together they form a meditative scent that gently promotes relaxation and pause.
Sustainability has always been at the core of Baina’s design ethos. Why was it important to use aluminium vessels for this new range, and how do these choices reflect your ongoing commitment to conscious design?
Our Apothecary line was thoughtfully designed to support a mindful bathing practice. At Baina, we operate with a deep consciousness of our social, ethical and environmental responsibility, taking a considered approach to find gentler solutions. Aluminium was a considered alternative to plastic to minimise our impact — it is infinitely recyclable while also preserving the integrity of each product. From a design perspective, we were drawn to its subtle presence, which quietly upends the neutrality of the bathing space.
From the first towel to this six-piece collection, Baina’s world continues to expand. How do you see Apothecary shaping the brand’s future?
Apothecary represents the next step in Baina’s evolution — deepening our role in the practice of bathing. Yet, more than a collection of considered bathing essentials, the brand invites a reconnection to bathing — a gentle call to slow down and take your time. Whether it’s a cold shower to reinvigorate, a warm bath to decompress, or a communal soak to connect, Baina is designed to support presence, pause, and essential time with self. Apothecary marks a natural expansion of the brand, extending our role in the moments that begin and end each day.
