You might have a workout routine dedicated to sculpting your abs and pecs, but are you ignoring your buccinators? What about your risorius? These muscles are often left out of strength training programs because instead of supporting the body parts that do a lot of heavy lifting, they're located in the face. But a UK-based beauty journalist thinks it's time we give our 40 facial muscles the attention they're due. As Fast Company reports, Inge Theron is bringing FaceGym—a spa and fitness center built around facial health and beauty—to New York City.

Theron launched her first FaceGym in London two years ago. After searching for a way to treat sagging, tired skin and finding only botox and surgery, she was inspired to offer something new. At FaceGym, clients have an assortment of facial workouts to choose from. Sessions may include an exercise routine followed by a facial massage courtesy of one of the gym's trainers. Other treatments include face masks, electrical muscle stimulation, laser sculpting, and frozen CO2 shots. "Workouts" range in price from $70 to $550.

Working out your face may have value beyond a quirky fitness trend. According to a study published earlier this year in JAMA Dermatology, middle-aged women who followed an exercise routine of certain facial movements over a few months ended up looking about three years younger. As we age, the fat pads behind our skin start to lose mass, resulting in saggy faces. The new research shows that building muscle in the face fills these areas, providing a non-invasive facelift.

FaceGym plans to open their Manhattan location in September, with more locations in the UK and the U.S. in the works.

[h/t Fast Company]