The FaceGym studio in central London looks more like a hair salon than a fitness studio. Customers recline on chairs while staff pummel their faces with squishy balls. They use their knuckles to “warm up” skin and muscles; give it a “cardio” session to improve circulation; and then a deep-tissue massage. Customers, who spend at least £100 ($133), say they leave with less puffy cheeks and more defined jaw lines.
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