Why an old rural beauty secret from the US is trending on social media

Social media fans of Bag Balm, a moisturiser originally made for cows’ udders, say it’s just the thing for the “slugging” beauty trend. Photo: The New York Times

It is the rare item that can be found on the shelves of Tractor Supply (retail chain store in the US) and in the pages of Vogue. And now Bag Balm, a moisturiser originally made to heal chapped cows’ udders, is a trending beauty product among the Gen Z “skinfluencers” of TikTok.

Social media personality Alix Earle swears by it as a cure for dry skin and dry lips. Others recommended Bag Balm as an alternative to Vaseline for the trend of “slugging”, or covering the entire face before going to bed to seal in moisture.