“Why are you so cute?” It was the question Brightly Partridge, founder of Moonlight Kingdom Spa, began asking her clients during Covid after watching a woman say the phrase online. Brightly realized how much confidence people had lost in themselves, and in each other. She ran with it, turning five words into a neon sign, a hoodie, a mantra, and a gentle challenge she gives her clients. “I ask people to ask themselves, ‘Why are you so cute?’”

“We believe the world needs more connection. And we built PLUNJ Salt Lake to make that possible.” That vision has guided Brian Brown and his three business partners - Ronnie Withaeger, Michael Bunn, and Jason Blickenstaff - from the earliest conversations about opening a Scandinavian-style bathhouse in Salt Lake City. Though each came from different backgrounds - tech, business, design - they shared a yearning for something more grounded, more communal. When they discovered PLUNJ, everything clicked.