Bathtime woes

Recently, Raf has started to HATE bathtime. As in seriously freaking out, flinging himself backwards, won't even put a toe in the water hatred. And I have NO IDEA why. I've tried bathing with him, not washing his hair in case it's the water-over-face that he doesn't like, putting on calm lights/music... what else could I do? I don't get it!! He used to be such a water baby too :(