Why many American women are literally 'eating dirt' in viral wellness trend

Many American women are now promoting dirt eating. (Representational)

In a trend that has bewildered health experts and captivated social media, dirt consumption is gaining popularity as the latest wellness hack. Self-proclaimed “crunchers” across the internet, especially in the US, are advocating for the bizarre practice of eating dirt, touting it as a remedy for gut health, skin problems, and even obesity.

What seems like a disturbing trend amongst American women has found a niche market online, where edible earth is now being sold on e-commerce platforms like Amazon and Etsy. Various forms of ingestible clay are available, with prices ranging from Rs 900 to Rs 2,200 depending on quality and quantity.

For instance, an Amazon vendor in the US promotes edible red clay for Rs 900 as a skincare solution, stating that it can "unclog pores from sebum, tighten them, and offer anti-aging benefits." The same product is claimed to help balance sebum production, reducing issues like pimples and dandruff, New York Post reports.

While the trend might sound shocking, it does have roots in ancient practices. Scientists have identified the act of geophagy—the consumption of soil—as a historical phenomenon. Researchers point out that certain soils were used to detoxify foods and for medicinal purposes.

Modern studies suggest that dirt can still offer health benefits by contributing to the gut microbiome. A 2019 study emphasized that the microorganisms found in soil were integral to the evolution of the human digestive system.

Ppl from all over the world, especially women when pregnant, have been eating dirt for generations. Its one of those cool if youre rich, gross if youre poor trends I despise so much. pic.twitter.com/zPBnI6WF1GMiao (@kommiekatz) September 13, 2024

Adler claims that just one teaspoon of organic biodynamic soil contains more microorganisms than the human population on Earth, showcasing a video of a baby happily munching on dry mud in the background.

Proponents of the practice believe that eating dirt can even reduce the need for livestock and dairy products, improving digestive health. Some studies have suggested that soil can absorb body fat, potentially aiding in the battle against obesity.

Dirt-eaters also promote its skin and immune-boosting properties. A study from the University of Helsinki highlighted how exposure to natural soil and plant-based materials could improve the skin’s microbial diversity, potentially curing immune system disorders.

The research found that "direct exposure to natural soil is a potential approach to change skin microbiota"—a claim that appeals to those looking for natural ways to enhance their beauty routines.

The trend is not without its critics. Experts have raised questions about the safety of consuming unregulated, potentially contaminated soil. Many also caution against blindly following internet fads, particularly when they involve ingesting unconventional substances.

Nevertheless, enthusiasts continue to share their experiences online. One influencer who has over one lakh followers, unabashedly shares her love for dirt. “I would eat this all day and not even eat food,” she confessed, revealing that she ate dirt throughout all four of her pregnancies.

Last month, Brazilian model and influencer applied her own faeces to her face claiming it prevents aging.

Débora Peixoto, 31, with over 6,50,000 followers on Instagram, had previously gone viral for using period blood as a facial treatment.