Explainer / What is face yoga and why do celebrities love it? Gwyneth Paltrow, Meghan Markle, Madonna and millions of Gen Z social media users are fans of the ‘skinimalist’ beauty trend – so does it really work?

Mar 9 , 2023

Gwyneth Paltrow, Meghan Markle and Madonna have joined millions of social media users getting into face yoga as part of a “skinimalism” trend. Photo: Handout

Experts like the UK’s Debbie Law at Nouveau Lashes and San Francisco-based Dr Elsa Jungman say it relieves tension in the face, though warn that it needs to be done right to avoid unwanted wrinkles

Yoga teacher Melissa Murphy teaches facial conditioning including massage, conscious breathing, acupressure and meditation – and there are virtual classes you can join too

“Skinimalism” has taken over the beauty industry since the pandemic hit. Much like the trend for lockdown decluttering, it encourages people to simplify and focus on the essentials, in this case with regard to their skincare routine.

Within skinimalism, one particular practice skyrocketed, becoming a major trending topic on multiple social media platforms: face yoga. With over 516 million views and hashtags on TikTok alone at the time of writing, the technique has been adopted by millions who swear by it, from celebrities like Gwyneth Paltrow, Madonna and the Duchess of Sussex, Meghan Markle, to teens and beauty influencers.

But just what is face yoga and how do you practice it? Here’s everything you need to know.

What is face yoga?

Think of face yoga as resistance training for the muscles of your face. Photo: Handout

Much like yoga for the body, face yoga consists of exercises and stretches that work the muscles in your face, sort of like resistance training for your facial muscles. The goal? Relaxing your muscles while lifting and toning areas of your face that may be sagging and drooping.

“Face yoga is said to help relieve stress and tension in your facial muscles by massaging and exercising them,” says Debbie Law, beauty expert at Nouveau Lashes. “It is also said to have an effect on the lymphatic system, working to offer the illusion of less puffy skin.”

According to San Francisco-based skin scientist and advocate of facial yoga Dr Elsa Jungman, most of us hold tension in our faces without even realising it. This can lead to patterns in how we use our facial muscles when expressing ourselves or spending time in front of screens. “This is why we want to focus more on releasing and softening our faces to let go of these patterns and any held facial tension,” she explains.

The benefits

Face yoga can reduce stress and tension in your face and neck, and generally improve upper body circulation. Photo: Handout

Face yoga can bring benefits to both your face and neck. Using acupressure techniques, the goal is to establish a self-care moment to improve upper body blood circulation for a healthy glow while reducing stress and tension in your face.

According to its devotees, practising it on a regular basis can help release tension to minimise the appearance of stress and fine lines, tone up facial muscles for a cheek- and jawline-lifting effect, increase blood flow and oxygen supply, reduce puffiness and improve dark circles.

Nine steps to de-stress the face. Photo: Handout

It’s important to note, though, that while thousands of people and even dermatologists swear by its benefits, there isn’t extensive research about its real effects on the skin, and the few studies out there offer mixed results. That’s why most face yoga enthusiasts rather see it as both a physical and mental health practice. As the tension we hold in our face dissipates throughout our body, taking a moment to sit and relax our facial muscles becomes part of a whole-body wellness practice.