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

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.
The unconventional fad has sparked a mix of curiosity and concern. Fertility and hormone coach Stephanie Adler, in a viral TikTok post, encourages her followers to consider the soil for its alleged health benefits. “Want to improve your child’s (and your own) gut health?” she wrote. “Eat dirt!”