Have you ever stumbled upon an hourlong online video of someone folding napkins? Or maybe crinkling paper, sorting a thimble collection or pretending to give the viewer an ear exam? They’re called ...

Billie Eilish can add ASMR icon to her list of accolades as fans notice the likeness between her chart-topping album and the techniques used within the internet phenomenon. As the powers of ASMR are ...

Campaign Trail is our analysis of some of the best new creative efforts from the marketing world. View past columns in the archives here. When hair salon franchise Sport Clips wanted to promote its ...

I'm getting a brain massage — and it's sublime. I'm lying on a heated massage bed, cocooned in a soft, weighted blanket, as ...

Over the past few years, YouTube has exploded with videos aimed at making viewers feel relaxed, tingly, and even sleepy — a sensation known as autonomous sensory meridian response (ASMR). Within the ...

Forbes contributors publish independent expert analyses and insights. I write about relationships, personality, and everyday psychology. Have you ever heard or saw something that left your body ...

I’m sitting on a futon in a stranger’s apartment with my friend Ashley. In front of us, Melinda Lauw—a slender, wide-eyed Singaporean woman—is crouched in a squat, holding a small flickering candle, ...

If you’re not a fan of the exaggerated scenarios and skin-crawling play-acting, try my five favourite unintentional ASMR beauty videos instead. 10 years ago, ASMR wasn’t the well-received medium it is ...