Most people have heard of the classic wellness staples—talk therapy, physical therapy, massage therapy.
But a newer, somewhat unexpected option has been growing quietly in cities around the US: back-scratching therapy.
What sounds like something your sibling grudgingly did for you on the couch has become a full-blown relaxation service, complete with long appointments, professional tools, and a surprisingly devoted fanbase.
What Professional Back Scratching Actually Looks Like
In these studios, a session usually lasts anywhere from half an hour to a full hour.
Practitioners lightly scratch or trace the back, neck, scalp, and sometimes the arms or thighs.
Some use long acrylic nails as their primary “equipment,” while others rely on specialized massage tools designed to mimic gentle scratching.
Supporters swear the experience melts stress, helps them drift off to sleep more easily, and leaves them with a sense of calmness that lingers long after the appointment.
The Rise of Scratcher Girls
One of the names leading the movement is Scratcher Girls, which claims to be the world’s first business fully devoted to scratch therapy.
Based in Florida, the company charges $75 for a 30-minute visit and $130 for an hour-long one.
They also offer sessions in New Jersey and New York, where an hour costs $250 at a location shared only after the appointment is booked.
Founder Toni George says the idea grew out of her childhood—she loved when her grandparents scratched her back, and she carried that sense of comfort into adulthood, eventually turning it into a career.
Now, George says her services are in high demand, often seeing more than 20 clients a day.
Why It Works: The ASMR Connection
Back scratching falls under the umbrella of ASMR, a term describing the soft tingling sensation some people feel in response to certain sounds or light touches.
Many say the feeling begins at the scalp and slowly travels down the spine.
George explains that scratch therapy uses slow, light movements from the fingertips or nails.
She believes this approach helps with:
-
Soothing anxiety
-
Boosting circulation
-
Improving sleep
-
Triggering endorphins that create a warm, peaceful mood
Her therapists often keep long acrylic nails on permanently since the nails are the primary tools they work with.
More Businesses Jumping In
Scratcher Girls aren’t alone. Similar services have opened around the country:
-
Lather Head Spa in Tennessee
-
The Scratch Spa in Arizona
-
The Art of Scratch in Chicago
-
Whisper Wave Spa in New York
In Chicago, sessions at The Art of Scratch start at $150 and go up to $200 for 90 minutes.
The owner, Mary, created the studio to bring back the type of gentle, calming touch people often miss once they grow up.
She describes her practice as a gift for people who don’t always realize they need softness until they experience it.
Does It Have Scientific Backing?
According to Dr. Raj Dasgupta, an internal medicine specialist, there isn’t a large body of research yet on scratching as a formal therapy.
But he says he understands why it might help people unwind.
Gentle scratching can activate sensory nerves in the skin, he explains, which encourages the release of endorphins—chemicals that help the body shift into a calmer, more restful state.
And if there’s no scratch spa nearby? Dr. Dasgupta says a simple back scratcher at home is an inexpensive way to try the experience safely.
How Clients Say It Makes Them Feel
George says that after more than a decade in the business, she continually hears from clients who feel emotionally lighter afterward.
Some describe the sessions as a form of meditation, a reset for both body and mind.
She says people often experience:
-
Stress relief
-
A calmer mood
-
Better sleep
-
Emotional release
Every session, she adds, is personalized so each client gets the type of touch their body responds to best.
ASMR and Sensory Spas Growing in New York
In New York, Rebecca Benvie, who runs Whisper Wave Spa, weaves scratching into her sensory relaxation services.
She focuses on soft touch, calming sounds, and tools designed to ease the nervous system.
Her treatments begin at $150, and she says many people walk out feeling grounded, balanced, and deeply relaxed.
She explains that the light rhythmic movements help the parasympathetic nervous system take over, lowering cortisol levels and encouraging rest.
What Comes Next?
With more wellness seekers craving gentler ways to relax, scratch therapy seems poised to continue expanding.
What started as a nostalgic comfort is evolving into a full-fledged industry—one that taps into the simplest form of human soothing: a gentle touch that makes the whole body sigh in relief.
Most people have heard of the classic wellness staples—talk therapy, physical therapy, massage therapy.
But a newer, somewhat unexpected option has been growing quietly in cities around the US: back-scratching therapy.
What sounds like something your sibling grudgingly did for you on the couch has become a full-blown relaxation service, complete with long appointments, professional tools, and a surprisingly devoted fanbase.
What Professional Back Scratching Actually Looks Like
In these studios, a session usually lasts anywhere from half an hour to a full hour.
Practitioners lightly scratch or trace the back, neck, scalp, and sometimes the arms or thighs.
Some use long acrylic nails as their primary “equipment,” while others rely on specialized massage tools designed to mimic gentle scratching.
Supporters swear the experience melts stress, helps them drift off to sleep more easily, and leaves them with a sense of calmness that lingers long after the appointment.
The Rise of Scratcher Girls
One of the names leading the movement is Scratcher Girls, which claims to be the world’s first business fully devoted to scratch therapy.
Based in Florida, the company charges $75 for a 30-minute visit and $130 for an hour-long one.
They also offer sessions in New Jersey and New York, where an hour costs $250 at a location shared only after the appointment is booked.
Founder Toni George says the idea grew out of her childhood—she loved when her grandparents scratched her back, and she carried that sense of comfort into adulthood, eventually turning it into a career.
Now, George says her services are in high demand, often seeing more than 20 clients a day.
Why It Works: The ASMR Connection
Back scratching falls under the umbrella of ASMR, a term describing the soft tingling sensation some people feel in response to certain sounds or light touches.
Many say the feeling begins at the scalp and slowly travels down the spine.
George explains that scratch therapy uses slow, light movements from the fingertips or nails.
She believes this approach helps with:
-
Soothing anxiety
-
Boosting circulation
-
Improving sleep
-
Triggering endorphins that create a warm, peaceful mood
Her therapists often keep long acrylic nails on permanently since the nails are the primary tools they work with.
More Businesses Jumping In
Scratcher Girls aren’t alone. Similar services have opened around the country:
-
Lather Head Spa in Tennessee
-
The Scratch Spa in Arizona
-
The Art of Scratch in Chicago
-
Whisper Wave Spa in New York
In Chicago, sessions at The Art of Scratch start at $150 and go up to $200 for 90 minutes.
The owner, Mary, created the studio to bring back the type of gentle, calming touch people often miss once they grow up.
She describes her practice as a gift for people who don’t always realize they need softness until they experience it.
Does It Have Scientific Backing?
According to Dr. Raj Dasgupta, an internal medicine specialist, there isn’t a large body of research yet on scratching as a formal therapy.
But he says he understands why it might help people unwind.
Gentle scratching can activate sensory nerves in the skin, he explains, which encourages the release of endorphins—chemicals that help the body shift into a calmer, more restful state.
And if there’s no scratch spa nearby? Dr. Dasgupta says a simple back scratcher at home is an inexpensive way to try the experience safely.
How Clients Say It Makes Them Feel
George says that after more than a decade in the business, she continually hears from clients who feel emotionally lighter afterward.
Some describe the sessions as a form of meditation, a reset for both body and mind.
She says people often experience:
-
Stress relief
-
A calmer mood
-
Better sleep
-
Emotional release
Every session, she adds, is personalized so each client gets the type of touch their body responds to best.
ASMR and Sensory Spas Growing in New York
In New York, Rebecca Benvie, who runs Whisper Wave Spa, weaves scratching into her sensory relaxation services.
She focuses on soft touch, calming sounds, and tools designed to ease the nervous system.
Her treatments begin at $150, and she says many people walk out feeling grounded, balanced, and deeply relaxed.
She explains that the light rhythmic movements help the parasympathetic nervous system take over, lowering cortisol levels and encouraging rest.
What Comes Next?
With more wellness seekers craving gentler ways to relax, scratch therapy seems poised to continue expanding.
What started as a nostalgic comfort is evolving into a full-fledged industry—one that taps into the simplest form of human soothing: a gentle touch that makes the whole body sigh in relief.
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