Breathing in the Buzz: A Look Back at Toronto’s Oxygen Bars

By Sean Beckingham, Branding & Buzzing

Toronto in the late ‘90s and early 2000s was a city humming and for a moment it was apparent in the oxygen bar craze. If you lived there then—or worked in the fashion business, like I did—you probably remember hearing about these neon-lit hubs of wellness and curiosity. They were marketed as a cutting-edge way to energize your mind and body, and like any trend they became a hot topic.

The one I frequented on Yonge Street felt like stepping into the future, 90’s style With sleek decor and a menu of flavoured oxygen blends (yes, “flavours” like eucalyptus or citrus), it was a sensory experience wrapped in wellness promises. The marketing the hype: a mix of science-meets-self-care messaging that appealed to everyone from the hangover crowd to health enthusiasts.

Some paired it with more experimental adventures (oxygen wasn’t the only thing they were indulging in), while others genuinely believed in its benefits as a detox or energy boost. I remember a friend so inspired by the concept that they dreamed of opening their own oxygen bar.

The marketing—it was brilliant. Oxygen bars didn’t just sell flavored air; they sold an experience, a lifestyle, and a promise of vitality. As someone who’s spent years helping brands craft compelling stories, I can appreciate how these bars built a mystique that made people curious enough to try.

But like all trends, the oxygen bar bubble eventually burst. Did they even work? Questions about their health claims and the steep costs of running them contributed to their decline. The novelty wore off, and Toronto moved on to the next big thing. What was it again?

Still, oxygen bars left a mark on Toronto’s cultural history. They were fun, experimental, and of-the-moment—a perfect case study in how marketing can turn even something as simple as air into an experience people can’t stop talking about. For me, they were a reminder that bold ideas, when paired with great storytelling, can capture a city’s imagination—even if only for a while.

Looking back, I can’t help but smile at the silliness of it all. Maybe it’s time for a comeback? Who knows—if you see an oxygen bar revival or not.