The Rise of Cuddle Therapy: A New Approach to Emotional Wellness
- Delphian Newspaper
- Mar 31
- 4 min read
By Kyle Arjoonsingh
Marizana DeCampos, a busy single mom of two, was spiraling. Anxiety attacks were consuming her days as she struggled to balance work, family and her own mental health. After traditional therapy fell short, she sought a unique solution: cuddle therapy. This surprising practice offered a safe space for emotional release and platonic touch, fulfilling her desire for a deeper human connection. "It's like a warm hug from a friend, without any expectations," DeCampos said.
According to a 2023 study published by The International Journal of Environmental Research and Public Health, 83% of participants reported a longing for physical touch during the COVID-19 pandemic. In a world that often feels increasingly disconnected, cuddle therapy provides a surprising and meaningful source of relief. Jax Solomon, a professional cuddler and business owner based in Las Vegas, is among a growing number of practitioners offering this unique service, blending compassion and human connection in ways that traditional therapy sometimes overlooks.
What is Cuddle Therapy?
Cuddle therapy is a structured, platonic form of emotional support that incorporates non-sexual touch, active listening, and a compassionate presence. "It's about creating a space where people feel appreciated and safe," said Solomon. "The focus is on empathy and understanding, not just physical contact."
The concept of cuddle therapy was first formalized in 2015 by Cuddlist.com, founded by Madelon Guinazzo and Adam Lipin, who pioneered the practice as a business. Cuddle therapists often use techniques such as hand-holding, guided breathing and hugging, to help clients experience a sense of connection without judgment. "Cuddle therapy is an opportunity for people to let down their guard," said Nina Demanio, a cuddle therapist with five years of experience based out of Las Vegas. "We’re not there to fix or advise; just to hold space in a way that’s deeply comforting and emotionally supportive.”
Cuddle therapy is especially popular among clients who have high-stress lifestyles or limited support systems, providing a non-judgmental way to feel heard and comforted. Through her sessions, DeCampos found relief from the anxiety that had been holding her back. "I go into each session feeling drained and come out feeling refreshed and supported. It’s a powerful release," she said.
The Business Side
While larger platforms like Cuddlist and Cuddle Sanctuary have successfully tapped into the business potential of cuddle therapy, small businesses in the field continue to thrive as well. Rates for sessions vary, with practitioners like Solomon charging $250 an hour. "People often have an intrinsic need for connection, and we’re able to provide that," he said, noting that the demand sometimes includes high-profile clients willing to pay significantly more.
Becoming a cuddle therapist does not require formal licensing, which can be concerning given the intimate nature of the practice. While certification programs like those offered by Cuddlist provide basic training in communication, boundary-setting and ethical practices – the lack of standard regulation means there’s a risk that some practitioners may not adhere to best practices.
"The low barrier to entry allows more people to provide this service," said Lisa Tran, a certified cuddle therapist based in Grand Rapids, Michigan. "But it also places responsibility on practitioners to maintain professionalism, especially since the line between physical and emotional intimacy can be delicate."
For those considering cuddle therapy, it’s important to understand the unique nature of this service. It can be ideal for individuals experiencing loneliness, emotional stress or high levels of anxiety. However, Solomon and Demanio both stressed that cuddle therapy isn’t a substitute for medical treatment or psychotherapy. It’s also essential to establish clear boundaries.
"We communicate every step of the way to ensure clients feel safe," said Tran. "Cuddle therapy is about comfort and connection, but it’s never about crossing professional boundaries."
The Societal Stigma
Despite its therapeutic benefits, cuddle therapy often faces stigma, partly due to societal perceptions around touch and intimacy.
"There’s a misconception that cuddle therapy is somehow inappropriate or too intimate," Solomon said. However, he stressed that sessions are entirely platonic, focused solely on helping clients feel supported.
Demanio added, “Once people understand the purpose, they’re more open to seeing it as a legitimate form of care.”
Clients like Janelle Singh, a dedicated registered nurse from Harlem, New York, understand this hesitation firsthand. "I was skeptical initially, but after experiencing that the sessions are just about compassion and comfort… I see it as a valuable form of self-care,” she said.
Growing Acceptance and Potential Regulations
As awareness of cuddle therapy grows, so does acceptance. "I think it’s going to be more widely accepted as more people understand the psychological benefits of touch," said Tran.
Although the industry currently lacks formal regulations, standards and higher-level certifications may become necessary as the field expands. However, practitioners like Solomon believe that future regulations could offer valuable structure, establishing guidelines for professionalism and safety. "In the future, cuddle therapy could be recognized as a complementary approach to emotional wellness," he said.
Debunking Myths About Cuddle Therapy
While many may be skeptical about cuddle therapy, experts like Solomon and Demanio are here to clear up some common misconceptions that might cause hesitation before booking a session:
Myth: Cuddle therapy is a form of dating or romantic activity.
Fact: Solomon clarifies that cuddle therapy is strictly platonic, focusing on providing emotional support through non-sexual touch.
Myth: Cuddle therapists need to be licensed mental health professionals.
Fact: While there is no formal license required, many therapists pursue certifications and adhere to ethical guidelines for professionalism and safety.
Myth: Cuddle therapy is just a hug.
Fact: Sessions are about more than touch; they involve active listening, compassion and creating a safe environment for clients to be vulnerable.
Myth: Cuddle therapy is expensive and only for the wealthy.
Fact: Although rates can be high, many therapists offer a range of options, and some even provide reduced rates for clients in need. Websites such as Cuddlist.com offer many different practitioners at varying rates.
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