That's how I first heard about vabbing.
Vabbing is the practice of applying vaginal discharge to pulse points on the body, supposedly to attract potential partners through "natural pheromones." Sounds absurd? Maybe. But the #vabbingtrend hashtag has racked up over 1.5 million views on TikTok, splitting the internet into two camps: those who swear by its effectiveness and those who call it dangerous nonsense.
Jessica's story is typical of the social media age — where any idea, backed by compelling personal testimony, can transform into a global trend within days. But what's really behind this phenomenon? Is there even a grain of science in this practice, or are we dealing with another example of how algorithms turn curiosities into cultural phenomena?
How a Wild Idea Became Mainstream
Tracing vabbing's exact origins is tricky — like most internet trends, it emerged from a combination of niche communities and viral content. The earliest mentions appeared in sex blogs and forums back in 2021, but the real explosion happened in spring 2022 when several TikTok creators shared their "experiments."
The pivotal moment came with a video by sex coach Sarah Bly (@sexwithsarah), where she discussed her experience using vaginal discharge as "nature's perfume." The video garnered 2.3 million views in a week. Other wellness influencers picked it up, and the avalanche began rolling.
By summer 2022, vabbing was being discussed in The Guardian, New York Post, and even morning talk shows. Google Trends shows a sharp spike in search queries precisely in July 2022, peaking in September. Interestingly, the geography was quite predictable: the US, UK, and Australia led the searches — countries with high TikTok penetration and liberal attitudes toward discussing sexuality.
But what's really fascinating isn't just the speed of spread, but the audience demographics. According to social media analytics, the primary consumers of vabbing content were women aged 18-35, with peak interest in the 22-28 age group. This is the generation raised on TikTok, accustomed to experimenting with beauty trends and unashamed to discuss intimate topics.
TikTok's algorithm worked as the perfect catalyst. The platform is notorious for rewarding content that provokes strong emotional reactions — regardless of whether they're positive or negative. And what could be more polarizing than discussing vaginal discharge as a cosmetic product?
Why Taboo Becomes Trendy
If you carefully analyze the history of viral wellness trends in recent years, vabbing fits into a clear pattern. Remember "vaginal steaming," popularized by Gwyneth Paltrow through her Goop brand? Or "perineum sunning" — the practice of exposing your perineum to sunlight to "boost energy"? How about "moon water" — regular water "charged" by moonlight?
All these trends share several common features: they promise "natural" solutions to modern problems, sound exotic enough to grab attention, and offer a simple way to feel special.
TikTok is perfect for spreading such ideas. The platform's algorithm is tuned for maximum engagement, and nothing generates comments as effectively as content that simultaneously shocks, intrigues, and divides audiences. When someone posts a video about vabbing, three types of reactions inevitably emerge: ardent supporters ("Yes, this works!"), fierce critics ("This is disgusting and dangerous!"), and curious skeptics ("But what if...?"). Each reaction generates engagement, pushing the algorithm to show the content to even more people.
The creator economy also plays a crucial role. In a world where influence is measured in followers and views, shocking content is a direct path to monetization. Bloggers who first picked up the vabbing trend experienced sudden audience growth, partnership offers from "natural cosmetics" brands, and opportunities to promote their own courses on "feminine sexuality."
This creates a curious paradox: the more "experts" criticize the trend, the more attention it attracts. Every article by a gynecologist debunking vabbing myths paradoxically increases awareness of the practice and pushes new people toward experimentation.
The Hunt for Non-Existent Pheromones
Here's where it gets really interesting. The entire vabbing trend is built on one fundamental belief: that human pheromones exist and play a crucial role in sexual attraction. But what does science actually say?
Dr. Tristram Wyatt from Oxford University, one of the leading researchers in chemical communication, states bluntly: "After fifty years of research, we still have no convincing evidence for human pheromones." That's a pretty shocking statement, considering half the wellness industry is built on the opposite claim.
The problem starts with basic biology. Most mammals have a vomeronasal organ (Jacobson's organ) — a specialized structure that detects pheromones. In mice, it's the size of a pea. In elephants, an orange. In humans? It exists during the embryonic stage but virtually disappears by birth, leaving only rudimentary traces.
"This doesn't mean smells don't affect us," explains Dr. Pamela Dalton from the Monell Chemical Senses Center. "But the mechanism is completely different. We respond to odors through regular olfaction, and these responses are mostly learned, not innate."
What do current studies show? The most convincing data concerns not pheromones, but genetic diversity. The famous "sweaty T-shirt" experiments from the 1990s did show that women prefer the scent of men with different major histocompatibility complex (MHC) genes. But this works through ordinary smell, and the effect is quite weak — far less significant than appearance, voice, or sense of humor.
Moreover, most of these studies used armpit sweat, not vaginal discharge. The chemical composition of these two types of secretions differs dramatically, making extrapolation of results extremely questionable.
A fresh 2023 study published in Current Biology further muddies the waters. Scientists from the Weizmann Institute found that people can indeed subconsciously react to certain body odors, but these reactions are so individual and context-dependent that talking about universal pheromones is impossible.
The funniest part of this whole story is that what works isn't what vabbing supporters think. If the practice has any effect at all, it's pure placebo multiplied by self-confidence.
When Confidence Matters More Than Chemistry
Dr. Amy Muise, a neuropsychologist from Stanford studying the connection between self-perception and behavior, explains the phenomenon simply: "If you believe you're becoming more attractive, you start behaving more confidently. And confidence is genuinely attractive."
This effect is well-documented in cosmetics research. Women who think they look good demonstrate more open body language, smile more often, maintain eye contact, and take initiative in conversations. It's no surprise that others respond positively to this.
"The preparation ritual itself can be psychologically important," adds Dr. Muise. "If you spend time on some special procedure before a date, it creates a sense that you're doing something special to improve your chances."
Interestingly, this effect works even when we know it's based on placebo. A 2019 study showed that women wearing "placebo perfume" (regular water with added alcohol) still felt more attractive if they were told it was a "scientifically developed attractant."
But there's a flip side. Some psychologists worry that such practices might increase anxiety about natural body odor. "If you start believing you need something special to be attractive, it can undermine basic self-confidence," warns family therapist Dr. Sarah Hunter Murray.
When "Natural" Becomes Risky
Now let's talk about what vabbing enthusiasts prefer not to think about — medical risks. Dr. Jen Gunter, gynecologist and author of the bestseller "The Vagina Bible," doesn't mince words: "This is one of the worst ideas I've seen in recent years."
The problem is that the vagina isn't just a source of "natural perfume." It's a complex ecosystem with its own pH balance, populated by dozens of bacterial species in delicate equilibrium. Normal vaginal pH is 3.8-4.5 — quite acidic, which helps prevent infections.
When you apply vaginal discharge to other body parts, you can disrupt the skin microbiome in those areas. Skin on wrists and neck has a pH around 5.5 and a completely different bacterial environment. Mixing these ecosystems can lead to irritation, rashes, or even infections.
"I've seen patients with contact dermatitis on their necks and wrists precisely because of this practice," reports Dr. Lisa Stern, a dermatologist from Los Angeles. "The acidity of vaginal discharge can literally burn skin with regular application."
There are other risks too. If a woman has a hidden infection — like bacterial vaginosis or a yeast infection — spreading these microorganisms to other body parts can worsen the problem. And for partners, this might mean increased infection risk during close contact.
Dr. Mary Jane Minkin, professor of obstetrics and gynecology at Yale Medical School, offers a simple rule: "If nature wanted secretions from one body part to go to another, evolution would have taken care of it. The fact that it doesn't should make us think twice."
For those who still want to experiment, doctors recommend at least minimal precautions: avoiding the practice during menstruation, with any signs of infection, and stopping immediately if irritation appears.
Between Empowerment and Performance
Cultural analysis of vabbing reveals deeper questions about modern female sexuality. On one hand, the trend can be seen as part of the natural body acceptance movement — a rebellion against an industry that has spent decades convincing women their natural scent is shameful.
"There's something liberating about the idea that your body itself is a source of power and attractiveness," says sex therapist Dr. Emily Nagoski. "The problem is this idea quickly gets commercialized and turned into another way to sell women insecurity about themselves."
Critics point out that vabbing, despite rhetoric about "female power," remains focused on attracting male attention. "If this is really about body acceptance, why is the central idea still about pleasing men?" asks feminist blogger Jessica Valenti.
Historically, using bodily fluids in love magic appears in dozens of cultures. From ancient Egyptian spells to European folklore — the idea that female secretions possess special attractive power is as old as time. But it's important to understand context: in most traditional societies, such practices were surrounded by serious rituals and restrictions.
Modern vabbing lacks this cultural context and becomes a consumer practice. It's not a sacred ritual, but a dating life hack wrapped in Instagram aesthetics.
Interestingly, in some cultures, natural body scent is indeed valued over artificial perfumes. Traditional Japanese culture has the concept of "ikiki" — the natural aroma of a young woman, considered attractive. But even here, we're talking about subtle, natural scent, not deliberate application of secretions.
The Psychology of Magical Thinking
Why are rational people willing to believe in the effectiveness of a practice that has no scientific basis? The answer lies in the peculiarities of modern dating culture and decision-making psychology.
Dr. Daniel Kahneman in his book "Thinking, Fast and Slow" describes how our brains tend to seek simple solutions to complex problems. Modern relationships are complicated. Dating apps create an illusion of endless choice while many feel lonelier than ever. In such situations, any "life hack" promising an advantage seems appealing.
"People want to believe in magic," explains psychologist Dr. Susan David. "Especially when it comes to love and attractiveness. These areas of our lives seem so unpredictable that any illusion of control brings relief."
Social media amplifies this effect through confirmation mechanisms. When someone tries vabbing and has a successful date, they naturally connect these two events. The success story hits TikTok, gets thousands of likes, and the cycle repeats.
Meanwhile, failures are silenced. Nobody makes viral videos about trying vabbing and getting skin irritation or having a potential partner put off by a strange smell. This creates a distorted picture where only positive outcomes are visible.
There's also a deeper psychological mechanism — the need for rituals. Anthropologist Dimitris Xygalatas has shown in his research that people have a psychological need for preparatory rituals before important events. Athletes perform certain actions before competitions, students before exams. Dating is also an important event, and vabbing can function as a modern preparation ritual.
How the World Reacted to American Export
The reaction to the vabbing trend outside the US was quite predictable and reflects global cultural differences in attitudes toward sexuality and the female body.
In the UK, the trend was met with a mixture of fascination and horror. British tabloids, never missing an opportunity for sensational headlines, made vabbing a regular topic. The Sun wrote about the "shocking American trend," while the Daily Mail published interviews with "vabbing experts." Interestingly, serious British media — The Guardian, BBC — approached the topic more analytically, focusing on scientific aspects and doctors' opinions.
In Scandinavian countries, known for their progressive attitude toward sexuality, the reaction was more restrained. Norwegian and Swedish media rather viewed vabbing as a curious cultural phenomenon than as shock or revelation. Danish sex blogger Anja Castrup noted: "For us, this isn't so shocking. We've always talked about how the female body shouldn't be a source of shame."
Asian countries showed a more conservative reaction. In South Korea, where TikTok is very popular, vabbing content is often blocked or marked as inappropriate. Japanese forums discussed the trend in the context of Western influence on youth culture, not always positively.
The reaction in countries with strong religious traditions was particularly interesting. In socially conservative regions of the US, the trend became grounds for moral panic. Religious leaders condemned the practice as "perverting natural order," while parent organizations demanded stricter content control on TikTok.
But perhaps the most sensible reaction came from an unexpected source — French media. Le Figaro published a comprehensive article examining vabbing in the context of the long history of using scents for seduction, from Cleopatra's perfumes to modern perfumery. The conclusion was elegantly French: "Americans are rediscovering what Europeans have known for centuries — smell can be a weapon of seduction. Too bad they chose such a primitive approach."
How to Sell What Doesn't Exist
Where there's a viral trend, commerce quickly follows. The beauty industry, always ready to capitalize on consumer insecurity, didn't miss the chance to profit from pheromone fever.
Pure Instinct, a company that had been selling "pheromone perfumes" to a niche audience for years, suddenly found their sales up 300% in 2022. "We didn't expect such an explosion of interest," admits their marketing director Sarah Jones. "We had to urgently scale up production."
What's interesting — analysis of most "pheromone" products shows they contain regular perfume components plus androstenone (pig pheromone) or androstenol (component of male sweat). No human pheromones are there because, as we remember, science still can't precisely define what those are.
"This is classic fear-and-desire-based marketing," explains consumer behavior expert Dr. Kit Wilcox. "The product promises to solve a problem you didn't even know you had."
Products positioned as "safe alternatives to vabbing" look particularly cynical. Companies create creams and oils "with natural pheromones" that supposedly give the same effect without risks. Prices for such products can reach $100 for a 30-gram bottle.
Influencers aren't falling behind either. Many bloggers who initially popularized vabbing now sell their own courses in "natural seduction" or partner with "natural cosmetics" brands. The economics are simple: create a problem, offer a solution, monetize the audience.
But the most interesting development is the emergence of "vabbing consultants." People without medical training offer personal consultations on "optimizing natural aroma" for $150-200 per session. This is a new level of commercializing one's own body.
What We've Learned and What It Means
After all this analysis, a logical question arises: so does vabbing work or not? The scientifically honest answer: probably not. At least not the way its supporters think.
There's no convincing evidence for human pheromones in the sense popular culture understands them. The chemical composition of vaginal discharge contains no special "attractiveness molecules." And the medical risks of the practice are quite real.
But this doesn't mean the experiences of people who "swear by vabbing's effectiveness" are completely made up. The mechanism just works completely differently. If a woman believes she's becoming more attractive, she starts behaving more confidently. And confidence is genuinely attractive.
There are also subtler psychological effects. The ritual of date preparation can reduce anxiety. The feeling that you're "doing everything possible" for success frees you from some psychological pressure. And reduced anxiety makes a person more relaxed and natural in communication.
The problem is that the same effects can be achieved through safer methods. Meditation before a date, careful outfit selection, using favorite perfume — all this can provide the same psychological boost without medical risks.
The broader question is what the vabbing trend says about our culture. Perhaps it reflects a deeper problem: in the age of digital dating, people desperately seek ways to stand out, feel special, find a "secret weapon" in the competitive battle for attention.
"Vabbing is a symptom, not the disease," reflects sociologist Dr. Eva Illouz. "It shows how far we're willing to go searching for authenticity in a world that seems increasingly superficial."Perhaps instead of seeking magical solutions, we should focus on what actually works: developing self-confidence, interesting conversational skills, emotional maturity, and the ability for genuine intimacy. This might not be as simple as applying a mysterious substance to your wrist, but it actually works.
And final advice for those who still want to experiment with natural scents: try accepting your natural smell without additional manipulations. Give up aggressive deodorants for a day, use neutral soap, let your body be itself. You might discover that your natural aroma is already attractive enough — without health or wallet risks.
After all, the sexiest quality is comfort in your own skin. And for that, you don't need any life hacks.