It tingles. It feels good. And it has nothing to do with sex.

(Unless you want it to.)

By now, you may have heard of the phenomenon of A.S.M.R., the soothing, static-like sensation that some people feel in response to certain triggers. These “brain tingles” are often said to pulsate on the scalp or back, putting people into a state of calm and pleasure so deep that it is often described as a “brain orgasm.”

You may have even experienced the feeling yourself by accident, while getting a haircut or watching old videos of the PBS star Bob Ross paint.

But whether or not you have any idea what we’re talking about, trust us when we say that these private sensations have turned into a public sensation.

The abbreviation stands for autonomous sensory meridian response, a name that was coined in 2010, as videos intended to stimulate the response started to take off.