18 Mar 2017 06:32 PM EST
Remember when bath time was simply a pre-jammies and bedtime bubble festival? Well, good news for everyone who's a kid at heart: Bubbles are back—in a major way—and they're taking the form of fun, foaming body washes. According to Allure Magazine, the desire to return to childhood rituals is simple: To evoke the sensation of being pampered—in the shower. Cosmetic chemist Ginger King says "Dense, creamy foams give a sensorial experience." She explained, "Foams denote feelings of luxury, and it's that experience that make consumers crave for more and repeat the purchase." So now you know. Happy frothing!