'Eating Dirt': Why This Latest Beauty Trend Has Everyone Talking

The beauty and wellness industry is no stranger to unconventional trends, and the latest craze making waves in the US may just be the most unusual yet: eating dirt. Yes, you read it correctly! This peculiar trend has gained traction on social media, with some claiming that consuming it can enhance gut health and reduce wrinkles.

Across the internet, self-proclaimed soil aficionados, some of whom have adopted the name “crunchers," argue that the soil is packed with minerals that can benefit the body, proudly endorsing this strange practice. Fertility and hormone coach Stephanie Adler has sparked viral discussions on TikTok by urging her followers to embrace the potential health benefits of eating dirt. According to the New York Post (NYP), she asked, “Want to improve your child’s (and your own) gut health?" and answers it simply with, “Eat dirt!"

“[One] teaspoon of organic biodynamic soil has more microorganisms than humans on earth," she added.

What started as a niche trend among certain groups, has now found a place in the online marketplace. Edible clay and soil products are being sold on e-commerce platforms like Amazon and Etsy. From powders to clay chunks, these earthy delicacies come in various forms, with prices ranging anywhere between Rs 900 to Rs 2,200, depending on the quality and packaging.

Vendors are also not leaving any stone unturned in their efforts to market these products with bold health claims. One Amazon vendor markets that their $11.99 (nearly Rs 900) edible red clay is an “anti-ageing" tool, boasting it can “unclog the pores from sebum, tightens pores [and] has anti-ageing effects." What is even more surprising is many buyers have left glowing reviews for such products. On Etsy, customers praised the product’s taste while some posted that these products also “satisfied" their cravings.

For many the idea of eating dirt may seem unappealing, but recent researches suggest there could be some surprising benefits. A 2019 study, as cited in a report by the New York Post, highlighted that soil plays an important role in supporting the human gut microbiome. Researchers pointed out that soil was integral to the development of gut health throughout human history, serving as a source of beneficial microorganisms.

“Since pre-history, humans have willingly consumed soils as a supplement to their otherwise nutrient-poor local diet, a habitude called ‘geophagy. They have used certain soils as detoxifying agents necessary for making certain food products edible, and for medicinal purposes," explained specialists as quoted by New York Post.

According to experts from the University of Helsinki, direct exposure to natural elements like soil and plant-based materials may positively impact skin microbiota. “Using materials…such as the soil and plant-based materials…might be a more effective approach to enhance microbial diversity, and therefore prevent and cure immune system disorders," they said, according to NYP.