Lately, it seems like everyone is talking about face yoga. Online, thousands of tutorials promise a snatched jawline, higher cheekbones, and a sculpted visage—all with the help of a few strategic facial stretches and massage moves. But what exactly is face yoga and can it really help rejuvenate a tired countenance and boost your self esteem?

What is face yoga?

Face yoga is a set of facial exercises and massage techniques that aim to tone and strengthen facial muscles, reduce visible wrinkles, improve circulation, relieve tension, and improve skin elasticity. “The stretches were created to tone the muscles of the face, much like traditional yoga works the body,” says Angela Rosoff, a certified face yoga instructor at the face yoga app Luvly.

Similar to the yoga you’d do on a yoga mat, face yoga is meant to be done with serene, focused intention. “It combines sets of massage movements and conscious breathwork to help increase blood circulation and improve muscle tone—essentially, it’s a workout for your facial muscles,” Rosoff explains.

If that sounds too good to be true, consider this: Some studies suggest that a consistent practice of facial yoga can lead to noticeable changes in facial muscles and skin tightening, resulting in plumper cheeks, relaxed nasolabial wrinkles, a planed double chin, and generally firmer, more oxygenated skin. According to one study, improved blood flow and muscle tone can help increase skin elasticity.

Although results may vary, some individuals really do see improvements in facial fullness, skin firmness, and wrinkle reduction. “Many people use face yoga to reduce puffiness and alleviate the effects of aging,” Rossoff adds.

How much commitment does face yoga require?

Like any mind-body practice, face yoga is practiced because it feels good. “With about 20 minutes a day you feel an incredible confidence boost,” says certified face yoga teacher Claudia Ciocca. “You immediately see an improvement at the level of the complexion, which becomes brighter and more vital.”

Even just a few minutes of face yoga can have benefits, says Rosoff: “You will be surprised how manageable it is. Most face yoga practitioners recommend starting with around five to 10 minutes daily and then slowly increasing the time you spend on face yoga exercises.”