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Naples, Florida • The trend, decoded Millions of people have watched head spa videos with the bubbling basin and the slow-motion rinse. Fewer know what happens in the chair, what it costs in Naples, or how to copy the calm part at home. Here is the straight answer. The head spa trend started in Japan and Korea, where scalp care has long been treated as part of skin care, then exploded on social video. The idea is simple: the scalp is skin, so it gets a cleanse, exfoliation, massage and treatment, usually lying back at a special basin. In Naples, one owner-run studio built a whole menu around it: Unwind Head Spa, which sits on Bayfront Place in Old Naples (Suite 125). Everything we say about Unwind comes from its own website. The general scalp tips are common-sense care, not medical advice. The menu, decoded Treatment (Unwind's name)LengthPublished priceBest for The Dry Unwind (waterless)45 min$95+A first try, or a day you cannot redo your hair The Gentleman's Escape45 min$135+Men; a gift that is not socks The Signature Mind Unwind60 min$175+The classic customized scalp therapy The Unwind Luxe75 min$210+Adds massage to scalp care The Ultimate Unwind90 min$250+Scalp and facial in one ritual The Shared Unwind Experience60 min$157.50+ eachTwo people at the same time (both must book together) Unwind also lists a six-treatment Unwind Ritual Collection ($963+), a Hydra Infusion Facial ($175+) and a Mini Glow Facial ($80+). The studio takes appointments on weekdays from 10 until 5, with a shorter Saturday window of 10 until 2. Dry vs. wet: which should you book? Wet head spas are the ones in the videos: lying back at a basin, water flowing over the scalp, shampoo, treatment and rinse. Plan for wet hair afterward. Dry, or waterless, sessions focus on massage and scalp work without the full rinse, so you can go back to work or dinner. If you have a blowout booked for an event, dry wins. If your scalp feels heavy from sunscreen, sweat and styling product, wet usually feels better. Who it is (probably) not for Anyone with an open wound, active rash, scalp infection or a recent scalp procedure. Heal first. People with sudden or patchy hair loss. See a dermatologist to find the cause. Anyone with a known allergy to botanical ingredients. Ask what products will be used; Unwind says it uses organic products from Oway and Arete. Before your first appointment: a quick checklist Read the menu carefully. Check how long each treatment lasts, whether it is dry or uses water, and whether a facial is included, so you book the experience you actually want. Mention your scalp history. Tell the therapist about psoriasis, eczema, recent color or chemical services, sensitivities to fragrance or oils, and any recent scalp procedure. A good provider will adjust or advise you to wait. Plan your hair afterwards. Wet treatments leave hair clean but often air-dried or simply styled. If you have dinner plans, ask whether a blow-dry is included or schedule the visit for the end of your day. Arrive with a clean face if a facial is included, and skip strong exfoliating products the night before. Ask about cancellation rules when you book, especially in season when appointments fill quickly. Why Naples scalps are a little different Southwest Florida heat and humidity mean more sweat, more sunscreen and more product on the scalp, especially for anyone who walks the beach, golfs or boats. Salt water and pool chlorine add to the buildup. That is a big part of the appeal of a scalp-focused treatment here: it deep-cleans an area many of us rush through in the shower. Remember that your part line and scalp can sunburn too, so a hat on Fifth Avenue South or at the beach does more for scalp health than any single treatment. A head spa is a relaxation and cleansing service, not a medical treatment. If you have sudden hair shedding, bald patches, persistent itching, flaking that does not improve, sores or pain, see a dermatologist first. A spa visit can feel wonderful alongsi