The Rise of Facial Workouts and Face Fitness

A new kind of workout is promising results not in the gym, but on the face. As facial exercise studios and apps gain popularity, clients are paying premium prices for hands-on massages and guided routines that claim to sculpt jawlines, reduce puffiness, and offer a needle-free alternative to cosmetic procedures. In this episode, we explore why facial workouts have found an eager audience—including a growing number of men—how the trend fits into broader ideas of wellness and self-optimization, and why dermatologists remain cautious despite calling the practice largely harmless. The story asks whether face fitness is a genuine beauty breakthrough, a placebo powered by touch and ritual, or simply the latest expression of our desire to train every part of the body.https://www.economist.com/business/2024/10/03/workouts-for-the-face-are-a-growing-business