Buccal massage originated as a holistic technique created by a French skincare therapist called Joëlle Ciocco almost 40 years ago, but it has gained quite a bit of popularity in recent years.

Ciocco is an advocate of holistic skincare — combining skincare techniques with lifestyle and nutrition. She developed buccal massage to stretch the muscle inside and outside the mouth as an anti-aging approach. Esteemed glossy fashion and glamour mags like Elle and Coveteur list an array of celebrities — from Meghan Markle to Anna Shay — that are queuing up for the treatment.

Buccal massage (also called intraoral massage) involves massaging pressure points inside the mouth to stimulate the muscles and ligaments in the buccal fat pad (between the cheeks and the jowls) to tighten and contour the area. When done regularly, this procedure can provide similar results to those of dermal fillers, but without the needles and potential side effects. The treatment typically involves massage of other facial areas as well.

When facial muscles stiffen due to stress, injury, an overactive jaw, or a medical disorder, they obstruct blood flow, lymphatic circulation, and detoxication. Tissues don’t receive enough nutrients and oxygen, resulting in water retention, puffiness, a dull complexion, and drooping cheeks and jowls. Buccal massage resolves these issues, providing numerous skin benefits.