If your Instagram feed has all of a sudden been flooded by videos of people getting their faces slapped, pounded, and massaged within the name of beauty, you have Inge Theron to thank for that. The previous splendor writer founded FaceGym, the therapeutic massage-targeted facial bar beloved by celebs like Bella Hadid, Jasmine Tookes, and Lizzo, following discovering the transformative ability of facial therapeutic massage and muscle stimulation.

“I noticed that should you don’t really encourage the muscles, there’s no topical ingredient which can [radically] allow you to once you’re in your late 30s or 40s, Until you do the get the job done,” Theron tells Glamour. “So, to me, it’s all about treating the muscles in the confront such as you deal with the muscles in Your whole body.”

Theron believes that terrific skin is a mixture—half “the great actives,” and 50 percent how you use the products and solutions. “When I give thought to cleansing, I don’t Consider, Oh, I’m just going to purify or get rid of the Dust from my skin,” she describes. “It’s: Good—I’m going to use my knuckle. I’m heading to extend circulation. I’m likely to boost my collagen as well as tone, tighten, and elevate. And you know, my eyes are seeking a little bit facegym ceo inge theron dodgy so I’m going to depuff them and sculpt my cheekbones. That’s all completed even though I’m cleaning my facial area.”