“It’s time for your lice check,” a woman who goes by “Ms. K” whispers directly into my ear as she starts running her fingers into my scalp and through each strand of hair. I’m in a dark room, Eastern flute music playing in the background as I sit across from my partner who’s also having his hair caressed by a stranger. We close our eyes so we don’t burst out laughing.
“OK kiddos, nobody wants to start their first day of school,” coos “Ms. A,” my partner’s lice checker, in a soft, velvety voice, most likely noticing the dumbfounded looks on our faces. “We’re going to be really thorough, because a lot of critters and cooties can hide pretty well.”
You might be wondering, am I a child? The answer is no.
Our inspectors move on to drawing lines and circles into our heads with metal sticks before brushing our hair with combs as tingly, shivery sensations crawl from the back of my ears down to the middle of my spine. At first it’s uncomfortable, because honestly, I’ve never felt this sensation before and I’m not sure I’m doing whatever I should be right. But after 10 minutes of leaning into the uncertainty and nearly falling asleep, our session ends as we’re both “cleared” of lice and they tell us to “get back to class.”
You might be wondering, am I a child? The answer is no. This also isn’t some kind of kink. I’m in my thirties, and I have not-so-fond memories of lining up for lice checks back in the early 2000s in elementary school. But I’m here to experience at Tinglesbar ASMR Spa & Collective in Toronto, Canada. Dubbed the world’s first dedicated ASMR spa, I’m with a group of strangers pretending to be fifth grade students for a role-paying ASMR experience—and yes, I’m completely terrified.
As a cynical person who hates viral internet trends transplanted to IRL scenarios (think Labubu milkshakes on sale at Erewhon), I thought I’d never be able to take this seriously, especially when it came to strangers touching me or whispering in my ear. ASMR, or autonomous sensory meridian response, is a sensation triggered by sounds, touch, feel, that send a tingly sensation through the body, usually around the neck and spine area. Its loyalists claim that it triggers a sense of total relaxation and calmness, eases anxiety, and even helps with insomnia. The term was technically coined in 2010, and since then, ASMR videos have skyrocketed on YouTube and TikTok, garnering billions of views. Some of the genre’s content creators have made ASMR a full-time job, and year after year it remains one of the most searched terms on the platforms.
In the past couple of years, spas and wellness retreats offering ASMR experiences have popped up in the US, UK, and Canada, offering back scratching, hair and face brushing, and soundscapes. But Tinglesbar stands out for its role-playing offerings, which include Harry Potter role-play that aims to “un-petrify” you, a Fairy’s Fortune role-play “offering sweet fairy whimsy and gentle answers from your mystical guide,” a doctor’s visit that “blends light tapping, gentle examinations, and reassuring conversation to melt away tension,” and a 1940s beauty salon experience, in addition to the group hangouts. The particulars can be customized, depending on one’s “ASMR triggers.” Prices range from CAD$139 for a solo session with $50 add-ons for role-playing, or $25 to $75 for group hangs.
