Face gyms are the newest way to fight ageing

Are untoned eyebrows sapping your self-confidence? What about that portly forehead or stocky nose?

Fear not, because Face Love Fitness is here to help you get a ripped visage.

According to The New York Times, facial workouts are the latest trend when it comes to beauty and anti-ageing. They're so popular, in fact, that New York City (where else?) recently welcomed its first face gym, Face Love Fitness.

Part beauty therapy session, part workout for your head, a typical session might include a massage to activate muscles, forehead lifts to tone the eye area and chin Pilates to tighten the jaw line.

It does sound suspiciously like a new-age fitness regimen Madonna might endorse, but facial exercises have been around since the ‘60s and ‘70s and massage in particular has long been a part of a holistic approach to beauty.

According to the gym’s founders, the massage helps with circulation and lymphatic drainage, boosting the skin’s plumpness and collagen production, while the exercises target and tone non-expressive facial muscles (the ones that don’t get used every day).

You can also buy a variety of contraptions from Face Love Fitness to help work out your face at home (two to six minutes daily is ideal).

We have to say, it looks a lot more appealing than 40 minutes of spin.

Watch the video above to see the facial workout in action.