11/2021Understanding Now

‘#ASMR skincare routine’ gains popularity in China

  • IndustryBEAUTY
  • AuthorSabrina Lin

Chinese users increasingly regard skincare as a guesture of “self-care”: a way not only to take care of skin, but also to release the mental burden after a hectic day. In this context, “ASMR Skincare” is emerging in China.

ASMR (autonomous sensory meridian response) is a relaxing sensation that begins on the scalp and moves down the body. Also known as a "brain massage," it's triggered by placid sights and sounds such as whispers, crackles, etc. Videos recording these kind of sounds can be found on the social sphere and have become very popular over the last few years.

Some Chinese beauty influencers are now appropriating this concept and introducing their communities to ASMR skincare routines. Instead of talking while showcasing their beauty routine, they play on sounds generated by tools and products. Candles, red wine, crystal massage balls or intense bubble pumps are also widely used in these videos.

Many people watching their videos claim to feel relaxed and “healed” simply by watching them. As there is no talking, they also appreciate that it alleviates the pressure to follow a perfect and detailed skincare routine.

They said...

🛀 ASMR skincare ✨ Enjoy home rose spa and create a white and soft skin. The skincare routine is to take care of skin and a moment to relax🛀. Rose represent beautify love. As skincare ingredient, it nourishes the skin and brighten the complexion. (Xiaohongshu)
ASMR skincare for full face skin peeling. #daily skincare # Skin peering (Xiaohongshu)

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