ASMR: you either love it to the point of falling down a TikTok rabbit hole [1] in the middle of the night or you just don't really understand the hype. If you identify with the former group — first, hi, welcome — you're going to love the ASMR skin-care trend that's all over the video app.

Skin-care fanatics on TikTok [2] are showing up to take part in the Golden Hour ASMR [3] challenge started by Bliss. Since the original video was created, over 6,000 videos have been made with the audio. Using under-eye patches, bubble masks, foaming cleansers, and serums infused with gold flecks, people are recording close-ups of their morning or nighttime skin-care regimens to bubbly background sounds.

We don't know what it is about watching people smear and slather their faces in various skin-care products, but we can't seem to stop watching. And it appears that more than a few other users on TikTok [4] can relate — some of the videos have garnered over two million likes.

Watch the mesmerising ASMR skin-care videos from TikTok for yourself ahead.