I have a confession to make: I’m obsessed with Vogue’s Beauty Secrets videos. I’ve watched hours’ worth of celebrities moisturizing, jade rolling, and perfecting their contour game—even though I opt for the same eyeliner-lipstick combo every day. As you might gather, I’m not trying to retain any makeup tips—I use the videos as background noise when I’m stressed or just busy with work, absorbing the soothing atmosphere and sense of “company.” In fact, I’m watching Emma Roberts lather herself with face oil as I type. 

I’m not the only netizen who watches beauty-based content for vibes alone. The more time I spend binging Beauty Secrets on YouTube, the more I’m recommended ASMR videos that attempt to emulate the experience of having your makeup done, going to the hair salon, getting a reiki massage, or taking a trip to the spa. Thus, I can’t say I was shocked when I caught wind of two newly opened ASMR spas—WhisperWave in New York and Soft Touch just outside LA. The concept of a spa where guests walk away looking exactly the same might seem odd at first—but if you think about all the times you’ve most appreciated getting pampered, it starts to make sense. Not only does this trend illuminate what ASMR fanatics enjoy about their niche of the web—it offers insight into why we love booking beauty appointments in the first place.

To understand exactly what goes on at these ASMR spas, one must first know what ASMR actually is. The acronym stands for Autonomous Sensory Meridian Response—a term coined not by a doctor, but by YouTuber Jennifer Allen, who had noticed that certain sonic triggers made her feel a relaxing “tingling” sensation at the back of her skull and took to a forum to see if others had also experienced this phenomenon. Certain sounds such as whispering and tapping are often cited by ASMR fans as “triggers”—but other soft and repetitive noises have been known to do the trick. And soft and repetitive noises abound when it comes to beauty treatments, from the snip of a hairdresser’s scissors to the whoosh of her brush moving down your back. 

ASMR spas take away the pressure of a desired cosmetic result (how many inches do you want to cut off? Layers or straight across?) and focus on the “fun part” of an appointment. Maybe you wish your hairstylist could just brush your hair forever; well, at an ASMR spa, you can request an emphasis on hair brushing during your session. Maybe you love closing your eyes and letting the serene music at your eyebrow boutique wash over you; at an ASMR spa, you can listen to the tones of soundscape instruments or quiet music. Research suggests there are chemical benefits to all of this: according to a 2021 report by Frontiers in Behavioral Neuroscience, ASMR may be linked with the release of feel-good neurohormones such as dopamine, oxytocin, and endorphins. Science says, if you want to place yourself in a calm, relaxed state but you’re not ready to get a new ’do, why not skip the middleman? 

Of course, there’s another component of the ASMR spa experience that makes it stand out, one that sets it apart from its YouTube equivalent: the emphasis on platonic touch. WhisperWave and Soft Touch list services such as back tracing and scratching and face massages on their websites. These gestures are frequently performed (with special guests) or simulated (with the viewer) on ASMR channels. Their prevalence hints at a surprising truth about physical contact—it’s so psychologically necessary that we’re willing to simply imagine it for the comfort it brings. 

Part of the tranquility that hair care and nail appointments provide comes from the element of touch. A recent article from Self, “The Case for the ‘Mental Health Manicure,’” explored this topic. “As a society, we are very cut off from physical contact with other people and often limit touch to our immediate family. So if someone does not have that at home, a manicurist might provide the only nurturing touch they receive all week,” clinical psychologist Dr. Charlynn Ruan told the magazine. 

The ASMR practitioners at WhisperWave and Soft Touch are both clearly aware of the benefits that even an hour of gentle physical contact can offer. “Outside of romance, many people aren’t receiving enough physical touch, and can go weeks without more than a handshake. Massage is one of the few services for human contact, but it can be physically challenging, and often lacks the softer, more nurturing element that so many of us crave,” WhisperWave’s “About” page notes. On Soft Touch’s website, founder Julie shares a similar sentiment: “In 2007 I began struggling with anxiety for the first time in my life—I desperately needed to relax, but massages were always painful to me. I needed something softer, gentler, and more comforting.”

It’s notable that both WhisperWave and ASMR Spa make reference to childhood nostalgia and interactions with beloved family members on their websites. “Many of us have memories of a caretaker rubbing our back or tucking a blanket over us. These experiences tell us, ‘Relax, you are safe and cared for,’” Whisper Wave states. Soft Touch, for its part, offers three different treatments named “The Best Friend” (20 minutes), “The Sister” (50 minutes), and “The Grandma” (80 minutes). These descriptions contextualize platonic touch, reminding us that as children, it’s something we might have recognized as crucial more intuitively and shamelessly. For those skeptical that —research reveals that, on the chemical level, it can. A 2024 study by researchers at Netherlands Institute for Neuroscience and the University Hospital Essen found that comforting touch by a stranger can have roughly the same impact on mental and physical wellbeing as a loved one. 

The ASMR spa phenomenon—and the phenomenon of ASMR in general—makes even more sense when you realize that it’s especially popular amongst Gen Z, with Google reporting that 18-24-year-olds make up half of the audience for ASMR content. The late teens and early twenties are turbulent on the practical level as well as the emotional level. Going to college or moving out of one’s hometown might mean increased distance from family and old friends. Even if you stay in the same geographical area, changing lifestyles or beliefs might lead to some painful friend breakups. And if you’re single while some of your peers are getting into serious relationships, watching them pack on the PDA can lead to heightened feelings of loneliness. 

Our reliance on the Internet probably also has something to do with this. It’s a blessing that social media allows us to make friends who share our interests all over the world, but depending exclusively on Internet friendships can shut out opportunities for formative IRL bonding. Dating apps might pair you with the love of your life, but they might also keep you trapped in an adrenaline-inducing cycle of flirty texts with no first dates in sight. 

If you’re feeling particularly creative, try letting your friend play soundscape instruments directly behind your head. ASMR spas alone won’t make your stress dissolve, but they’re surely fun.