Videos that use rustling, crinkling and tapping sounds to trigger tingling sensations may seem odd, but these specialist vloggers have become a global phenomenon and mesmerised millions of beauty fans.
ASMR (autonomous sensory meridian response) is a corner of the internet where content creators whisper, tap bottles and brush microphones, or develop role play situations, to help viewers relax.
Although research is limited, the (non-sexual) medium aims to evoke a tingling sensation on the scalp or spine, and practitioners claim it can ease stress, anxiety and chronic pain, as well as support relaxation and sleep.
The trend took off
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