Like most, I first heard of ASMR a few years ago on social media. I discovered videos on Instagram and Youtube — some with millions of views — of people whispering and munching on crunchy snacks close into a microphone. The videos promised complete euphoria from their audio, so I checked a few of them out. I understand the appeal — there is something relaxing and even satisfying about the intricate tones of someone’s hushed voice or the cacophony of them crunching into a potato chip. 

But if I’m being honest, I wasn’t totally captivated by ASMR videos at the time. They seemed gimmicky, like they were a gag or a joke. After two or three videos, I lost interest and wrote ASMR as just another social media fad. As the years passed, I totally forgot about ASMR. Until about a month ago.

ASMR popped back up on my social media yet again, this time on TikTok — a platform I had quickly written off as Vine for tweens, but now I’m obsessed with. ASMR, specifically Black hair ASMR, videos started to populate my for you page. I was stunned. ASMR videos all about Black hair were foreign to me (nor had I ever seen Black folks participating in ASMR videos). I watched clips of people scratching dandruff, washing and co-washing, treating conditions like psoriasis and scalp allergies treatments, braiding, and so much more. It was memorizing. I found watching and listening to natural hair being treated and cared for cathartic. I could almost feel it happening to my own natural hair, which was surprisingly relaxing and mind numbing in the best way.

That made me curious about Black hair ASMR. It’s a niche in the ASMR community that’s growing rapidly, and speaking to a lot of people. To learn more about the world of Black hair ASMR, I spoke to 3 amount of Black hair ASMR content creators to get an inside look at the world of Black Hair ASMR. Read their experiences below.

De’Ja Wilcher 

Wilcher started her growing platform in 2019 and has garnered over 3 million views on her YouTube videos since then. Her videos feature a wide array of Black hair treatments: scratching between braids, oiling, moisturizing and brushing tresses, scalp cleaning and more.

The inspiration to create her platform was completely personal: to pass the healing she found in Black hair ASMR videos forward.

“I suffer from seasonal insomnia which typically is during the wintertime,” she tells me. “This started when I was a sophomore in college, so I became dependent, in a sense, on ASMR to put me to sleep because I did not like taking any sleep aids or supplements. It worked for me faithfully. After experiencing the effects of ASMR and with much gratitude for it, I wanted to be the same saving grace for others.”

She still uses ASMR videos to help her unplug. Wilcher’s tells me her favorite videos are “home made psoriasis scratching videos because they are more authentic, and the flakes are a bit more satisfying since they are more prominent and visible. Other than those, I enjoy watching black hairstylists document their clients’ haircare journeys who have damaged hair and require intensive scalp and hair treatment.”

Wilcher decided “to start uploading my authentic black experience of the aftermath of having braids in for extended periods of time, along with any scalp effects certain braiding hair could cause. I figured I was ‘killing two birds with one stone’ by recording activities that I was going to do anyway, such as scratching me or my friends’ scalps, moisturizing the hair and scalp, removing braiding hair, or washing hair.”

While Wilcher’s platform has grown over the years, she says she’s struggling “to gain views or recognition.”

“I would say I have felt this way over the last year and a half,” she tells me. “Analytics show how viewers find your videos, and the recommended page is not that big of a percentage for me which could pose as a red flag in terms of the platform offering exposure.”

It’s a shame, as many Black content creators have spoken out about struggling with similar obstacles. Social media platforms, most notably TikTok, have long neglected to amplify Black-made content. This has made finding financial success and consistently reaching the masses a challenge.

But Wilcher says the Black hair ASMR world is still flourishing and making a name for itself. “When I first came upon ASMR in 2014, there were not as many black creators creating ASMR content. As the community expands, more black people are becoming ASMR creators because we made our own lane for content that was more our style and more relatable for us.”

Tiana S (AKA Gentle Sunset ASMR)

For Tiana S, creator of Gentle Sunset ASMR, inspiration sparked when she first discovered Black Hair ASMR a year ago. “One of my ASMR favs (ASMR Jas on YouTube) had done a video focusing on 4c/Afro hair and I was so inspired by it,” she tells me. I decided to make my own ASMR video in July 2021, because I couldn’t find many other real person Black hair ASMR— created by someone Black. I did not expect anything to come from it but it blew up”

Blew up is an understatement. Tiana has racked up over 1.5 million views since starting her platform.

“What surprised me the most is that I had no idea I was filling this big of a need in the ASMR community,” she says of her platform’s success. “I get a lot of comments from people saying that they finally found an ASMR channel where they feel represented, and they are so happy to see their hair type on camera getting cared for.”

Tiana also shares that many viewers, Black and non-Black, have shared how her content has moved them. “One girl said finding my channel made her cry because she never felt represented before”, she tells me. I also get comments from non-black people saying that my videos taught them something about black hair they never knew. They find relaxation and some new insight at the same time.”

Ultimately, Tiana wants viewers to find peace and know that “Black hair is not difficult or tricky” through her content.

“Our hair deserves gentleness and patience. It also shows other black people who are into ASMR that it isn’t weird, and we can be vocal about enjoying this type of content.”

Layla Lopez (AKA Trigger The Tingles ASMR)

Like Wilcher, Layla, who runs Trigger The Tingles ASMR, first found the ASMR world searching for treatments for insomnia.

“Initially I was searching for relaxation videos,” she explains. “I clicked on a recommended ASMR hair play video that immediately brought about a calming and tingly feeling upon watching. These videos turned out to be a great aid in helping me to fall asleep.”

After diving deeper into the ASMR community, she found videos that featured Black or textured hair care did not exist. “After a few trial runs on my confused but willing family members, I discovered that the (close up mic) sounds that our curls produced when being brushed, braided, oiled or played with, were thee most soothing and tingly sounds I’d ever heard,” she explains. “I HAD to share.”

Lopez has over 11 million views on her YouTube videos since starting her platform in 2017. She has reached people all around the world with her videos of brushing, braiding, and treating textured hair and scalps.

Since she’s been in the Black hair ASMR game, she’s seen how badly the community needs diversity and representation.

“Subscriber comments like: “OMG the model looks like me” or “Finally a video with 4b hair” or “How did I not know I needed this” are clear indicators of how important Black ASMR is to the community,” she shares. “Some have shared getting a nostalgic feeling as they reminisced about the days when grandmas, mamas and aunties would put braids, beads and bobbles in their hair. These videos trigger treasured memories of attention and affection received in childhood.”

She continues, saying “this resonance is rooted in the very special bonds that are created through combs and cornrows in our community. Black hair ASMR showcases our delicate kinky curls being handled with extra love and care. That tender touch that our lusciously luxurious locs deserve.  Most are just happy to see themselves represented in the ASMR genre. As media plays a major role in how we perceive ourselves, I’m grateful to be able to contribute positively to the imagery of the collective via these platforms. I suggest more creators take up space because there’s lots of room.”