Bath time trouble

Ch

Is it a phase where a 3 year old doesn't like the bath anymore? She cries now when I'm rinsing her hair. She says water goes up her nose, but she is consciously inhaling the water and then coughs and cries. Bath time is now just yelling and crying and me telling her repeatedly to stop doing what she does and to stop crying. I thought things were supposed to get easier with these children. I even got a special rinsing thing to keep water out of her face.