( CNN ) Even if you 're sweating on the treadmill and grunting at the weight machine , you 're probably still forgetting 57 important muscles that define part of who you are and how others perceive you and even help manage your mental well-being . They 're in your face . Face Love Fitness , a pop-up boutique in downtown Manhattan , offers face workouts and massages to keep the skin and muscles of the face and neck healthy , looking young and feeling good . `` The popular notion that one should avoid touching one 's face for fear of creating wrinkles is completely incorrect . Skin responds beautifully to mindful touch , '' says Rachel Lang , an esthetician ( skin care therapist ) , who co-founded the Face Love skin gym with massage therapist Heidi Frederick and personal trainer Kate Gyllenhaal . Not all skin experts agree . Some dermatologists , including Dr. Patricia K. Farris , a clinical associate professor at Tulane University , say that exercising facial muscles is counterintuitive to dermatologists . They treat lines and wrinkles caused by facial muscle movement , called dynamic wrinkles , with the muscle relaxing medication botulinum toxin , commonly known by the brand name `` Botox . '' `` I do think there could be some value to relaxation and stress relief provided by massage , but exercising facial muscles will not make you look younger and may even make you look older , '' says Farris . But proponents of massage say healthy , youthful skin is well-worked skin . `` When you stimulate pressure receptors under the skin , as you do in a moderate pressure massage , you increase the temperature of the skin , you slow down the physiology , you reduce the release of stress hormones and enhance immune function '' according to Tiffany Field , Ph.D. , director of the Touch Research Institute at the University of Miami School of Medicine . `` Just as massage and exercise contributes to health in general , it would also be expected to contribute to skin health . '' This is the philosophy at the skin gym , where they say the massage and movement is detoxifying and increases oxygen and blood circulation to the skin , which can result in fewer wrinkles , a firmer jaw line , improved skin tone , and even reduced headaches and eyestrain , according to Lang . `` It is like any exercise , you need to do it two to three times a week for the best results . '' It may look a little silly , contorting your facial expressions as Lang drags a plastic roller across your face , or trying to lift your eyebrows against the resistance of an elastic band across your forehead , but the effect of working out your face is pleasantly refreshing . Under the skin there is an area of fatty tissue called the subcutaneous layer . It diminishes with age . The loss of this area contributes to decreased firmness , giving facial skin an older , tired look . Exercising the facial muscles tones and lifts the skin because your facial muscles are attached to your skin and the bone like a web that forms the shape of your face . Through the massages and resistance training , Face Love Fitness claims muscles in the face become stronger and taut , rejuvenating the appearance of the face . `` This is great for everyone , it does n't matter what age or gender or skin type . This is beauty and health anti-aging from the inside out . It supports and amplifies whatever routine you already have and will give you positive results regardless of your skin condition , '' says Lang . `` Because it refreshes and detoxifies , the massages are also good for hangovers , '' she adds . `` We all know that keeping the body fit with exercise is essential . Why do we stop at the neck ? ! '' asks Gyllenhaal .
A boutique in Manhattan offers face workouts and massages . Massage and movement may be detoxifying to your skin .