If you want to see real innovation in the beauty industry, just look at FACEGYM, which Inge Theron founded back in 2015. It's simple, yet ingenious for the way in which it (literally) placed the power back in women's hands; facial massage or "fitness" as she likes to call it, can be done by anyone, anywhere, but preferably in one of the many FACEGYM studios globally.
Theron is, of course, uniquely qualified to bring this blend of ancient and contemporary techniques to the masses. The South African journalist and entrepreneur spent over 10 years as The Financial Times' resident spa junkie, where she reviewed the latest high-end aesthetics, nutrition and fitness treatments. But the treatments gradually became more and more invasive, until she was left house-bound after a disastrous thread lift. "I realised I was missing something fundamental," she tells me. "I was spending thousands on biohacking the body, but doing almost nothing to naturally support the 40+ muscles in my face. It hit me: we train our bodies at the gym, so why not our faces?"
