Back Scratcher Studios

When’s the last time someone scratched your back? In Miami, you can book that experience at The Scratcher Girls, where women with manicured nails gently scratch clients for relaxation.

Founder Toni George, who once paid her daughters to scratch her back, launched the business in 2010. Today, she runs it with those same daughters. A 30-minute session costs $75, while an hour goes for $129.

So, why the demand? Beyond simply feeling good, scratching taps into a deeper need for human touch, something many missed during the pandemic. Their videos have also gone viral within the ASMR community.

ASMR, or autonomous sensory meridian response, is a tingling sensation triggered by gentle sounds or touch, such as whispering, tapping, or scratching. It’s a massive trend on YouTube and TikTok, where creators, known as “ASMRtists” role-play soothing scenarios, from makeup sessions to massages, often drawing millions of views.

By the way, I had no idea what ASMR was, until my 8-year-old nephew explained it to me!

Lana Backman