I think you're onto something really good here... What feels strongest is the emotional decompression, not the baths, etc. The idea of helping overstimulated women transition out of being “needed” all day and finally come back to themselves at night feels much deeper and more differentiated than generic wellness content. A few thoughts that came up for me: Right now the feeling is very clear, but the niche itself still feels slightly blurry. It sits somewhere between self-care, nervous system support, emotional wellness, feminine restoration, bath rituals, etc. So I think the positioning could become even stronger if you got more specific about the actual transformation. The transformation isn’t: baths, relaxation, luxury or self-care. It’s emotional exhale, mental unclenching, helping women stop carrying the day into bed with them, creating a transition out of survival mode so they can properly rest. I also think “soft luxury restoration” sounds beautiful aesthetically, but it’s a little vague compared to the emotional decompression angle, which feels much more powerful and tangible. One other thing I noticed is that “The Soak Lounge” initially made me think bath products/spa content, but your message is actually about emotional relief and nighttime nervous system downshifting. So there may be a small gap between the name people imagine and the transformation you’re actually offering. I love the idea, good luck!!