- Meghan Markle is a fan of facial workouts, which some say provides the same results as a face-lift - without surgery.
- FaceGym, which hails from the UK, recently opened three locations in the United States, offering a "non-invasive workout" for your face.
- Founder Inge Theron told Glossy that the company plans to also build an app offering Peloton-style live workouts for the face.
Facial exercising is the latest beauty trend to take off.
This new service claims to replicate the effects of a face-lift, but without the needle, using kneading movements to strengthen muscles, improve lymph flow, and boost circulation.
Meghan Markle is vocal about being a fan of facial workouts. In a 2014 interview, she told Birchbox that she does these exercises with UK-based aesthetician Nicola Joss.
On her website, Joss explains that her sculpting facial, which costs £250 (around $330), massages from inside the mouth to tone and firm the facial muscles.
"I swear it works," Markle told Birchbox. "On the days I do it, my cheekbones and jawline are way more sculpted. There's a reason she is in high demand around awards season when every actress wants to look A-plus."
The service is increasingly becoming more mainstream as new salons pop up.
FaceGym is one of them. This UK-headquartered facial-salon chain recently launched in the United States, and it now has three locations in the country.
In a recent interview with Glossy, FaceGym founder Inge Theron said the company is looking to expand in the US, grow revenue to $14 million for 2019, and build an app that offers Peloton-style live workouts.
"We are highly aware that we have to break out of the [physical studios] if we want to be a global and massive player quickly," she told Glossy. "We need to expand outside of brick-and-mortar through product and allow customers who are regulars at studios to take FaceGym home with them."
We went to try out its new location in Noho to see what all the fuss is about: