Millions of young women are watching, making, and getting money from what they call “slime.”

The “slime” pops and smacks when you kneed it like dough, and yes it looks very satisfying. Videos are surfacing on Instagram of women digging into tubs and putting globs of colorful slim on tables and having their way.

By now, more than 4 million Instagram posts employ the hashtag “#slime.” The tags “#slimerecipe” and “#slimetutorial” have each been invoked another 400,000-plus times, Marie Claire reports.

Don’t believe me. Watch:

This slime is called “Watermelon Gelato” and it’s a watermelon scented thick clay slime with black HOLO glitter in it! It will be in our first ever restock which will be announced very soon! 🙂

A post shared by kinda satisfying slime videos (@slimequeeens) on Aug 2, 2017 at 7:43am PDT

A post shared by kinda satisfying slime videos (@slimequeeens) on Jul 9, 2017 at 7:08am PDT

Golden magic #slime #slimeusa #asmr #slimeasmr #slimeeurope #slime😍 #golden #shining

A post shared by bossi_slime (@bossi_slime) on Aug 16, 2017 at 9:01am PDT

A post shared by alex, maxine & zoie 🐢 (@sllimeyworld) on Aug 16, 2017 at 9:01am PDT

Idk what this is but I liked the colors together 💀😂 ————————————————————————————————– Tags: #slime#slimey #asmr #crunchslimesnotice #talisatossell #tpsnotice #hbsnotice #slimetutorial #slimemixing #slime❤ #slimes #crunchslimesrepost #hicrunchableslime #slimeleafrepost #daisocs

A post shared by SHOP RESTOCKED!! (@tropicalslimehut) on Aug 16, 2017 at 8:59am PDT

A post shared by Welcome guys 👻 (@slimespams.ind) on Aug 16, 2017 at 8:56am PDT