A new wellness trend, professional back scratching or scratch therapy, is emerging in cities like New York, where practitioners charge over $100 (approximately Rs 9,000) per hour. These sessions involve gentle nail tracing and rhythmic scratching, distinct from casual back-scratching common in households. The practice aims to relax the nervous system by activating sensory nerves, triggering the release of endorphins and serotonin, which are linked to improved mood and reduced stress.