Soap cutting is the latest craze to hit YouTube and Instagram, capturing a global audience of ASMR enthusiasts.
In these videos, perfectly manicured hands pain-stakingly carve bars of soap, stimulating the autonomous sensory meridian response (ASMR) - and some people can’t get enough of it.
According to The Guardian, soap-cutting fans describe the process as “weirdly mesmerizing.”
“I feel like I can forget things for a while and just focus on the feel and sounds of cutting the soap,” says 27-year-old Kaelin (soapydopey416).
Nazish, 25, from Leeds (asmr.crackle) told The Guardian that she started her account last year “as a personal form of art therapy to relieve my own anxiety and insomnia”. It is, she says, “an alternative type of white noise”.