The Flashy, Luxury Showerheads You Didn’t Know You Needed

If at first glance direct-to-consumer showerheads seems like a niche product category, look again. Bathers suddenly have plenty of options for upgrading their shower streams with soft colors, gentle curves and essential oil-infused mist.

The DTC showerhead boom started back in 2015 with a crowdfunding success story. That’s when the water-saving Nebia — backed by Tim Cook, chief executive officer of Apple, and faucet-maker Moen — first hit the market. This January, TechCrunch reported that Nebia had been acquired by Mark Cuban’s personal hygiene company Brondell to capitalize on the fast-growing $1.5 trillion wellness market. And when Tim Cook and Mark Cuban invest in a product category, other entrepreneurs won’t be far behind.

Meet Hai, Jolie, Sprig and Sproos — four DTC showerhead brands launched in the past two years. According to Nik Sharma, a consultant to DTC startups and the CEO of Sharma Brands, the personal hygiene market isn’t just growing, it’s “ripe for innovation.”

Jolie

Sproos

“Showerheads are something that had virtually no real innovation in years — you either get a home with a bad shower, or you get one with a good shower,” Sharma says. “When you look at it that way, it’s such an obvious problem vs solution setup — the perfect opportunity.”

As newcomers enter the market, legacy manufacturers are sure to pivot, too. Sprig, the newest showerhead on the self-care scene, was launched by faucet and showerhead juggernaut Kohler in January 2023.

“Kohler and Moen need to stay relevant,” Sharma says. “If they’re not relevant to you today, they’re going to lose out on billions of dollars in future revenues. Our parents didn’t care what brand their showerhead was, but our generation certainly does.”

DTC Showerhead Brands Making a Splash

Jolie

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Best Showerhead for Skincare Enthusiasts

Jolie The Filtered Showerhead

• $148.00 at jolieskinco.com

• Flow Rate: 1.8 gallons per minute

Jolie’s showerhead can be purchased in stores and online at retailers like Amazon and Goop. It doesn’t come with an app or aromatherapy add-ons, but it promises to remove chlorine, heavy metals and other contaminants from your tap water.

Hai

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Best Showerhead for Eco-Conscious Shoppers

Hai Smart Showerhead

• $199.00 at gethai.com

• Flow Rate: 1.8 or 2.5 gallons per minute

Hai CEO and cofounder Leah Stigile says that Hai customers are using 30 percent less water compared to the average bather. The showerhead offers Bluetooth connectivity to track water usage. The Hai Fuse add-on also lets you enjoy unique aromatherapy infusions with your shower.

Read our full Hai showerhead review.

Sproos

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Best Showerhead for Design Junkies

Sproos Stayin’ Connected

• $189.00 at sproos.co
  $239.00 (21% off)

• Flow Rate: 1.8 gallons per minute

Sproos was launched in April 2022 by two American Standard veterans, and it’s the most minimalist option in the category. The Sproos showerhead offers three spray modes and a pause button. It also comes in colorful finishes, is easy to install and has optional add-ons such as a built-in phone holder, cup holder and soap dish.

Sprig

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Best Showerhead for People Who Love Bath Bombs

Sprig Handshower Infusion Upgrade Kit

• $189.00 at stepintosprig.com

• Flow Rate: 1.75 gallons per minute

Sprig is a Kohler brand that brings aromatherapy into the shower with a combination hand shower and infusion system. (The Sprig Shower Infusion Starter Kit also lets you use Sprig infusion pods without replacing your showerhead.) The Sprig showerhead comes with three sample infusion pods.

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