The latest viral TikTok beauty and skincare trend is here, and it’s bringing with it a tidal wave of minimally invasive treatments that don’t require any surgery or injections. Buccal fat removal and Botox may have finally met their match.

So, what is this new trend that’s been dominating social media’s beautysphere and has already attracted 2.4 million TikTok views? EmFace is a minimally invasive cosmetic innovation that initially blew up on the video-sharing app.

@drsomjiskin

Embrace is a non-invasive procedure with no downtime, a course of 4 treatments and each session is 20 minutes 🌟 #emface #emfacelondon #facelifttreatment #DRMEDISPA

♬ original sound - DrSomjiSkin

EmFace is a new form of cosmetic treatment that works superficially on the skin, as well as targeting facial muscles. The process is achieved by using radio frequency to treat superficial wrinkles and electromagnetic stimulation to address skin laxity (the process of skin sagging as you age) and to target facial muscles.

Glamour recently spoke with Dr Ali Ghanem, plastic surgeon and professor of aesthetics, to gain more insight into this treatment. In regards to the radiotherapy portion of the treatment, Ghanem stated: “EmFace heats the skin tissue to stimulate an increase in fibroblast activity, leading to an increased synthesis of new collagen and elastin fibres.”

The heat from the radio frequency waves also improves facial tightness and elasticity, which is why the cosmetic treatment is frequently compared to Botox.

The electromagnetic portion of the therapy uses a technology called High-Intensity Facial Electrical Stimulation, better known as HIFES. What this does is induce contractions in the facial muscles. Ghanem went on to say that this gives “the facial muscles more structure, increasing volume in the mid-face and improving the nasolabial fold. The result is a reduction in jowls and increase in jawline contouring.”

As gen Z continues to grow and influence the landscape of public opinion and attitudes, we’re seeing a decline in more invasive cosmetic procedures. The most progressive of generations, who emphasise self-love whenever they can, are turning away from under-the-knife surgeries in droves.

This procedure is gaining so much traction online simply because of how non-invasive it is, as well as the compelling results. Gen Zers want quick results and low-risk methods and EmFace is the perfect candidate for that.

Treatments are being advertised as taking as little as 20 minutes at a time. It’s short and sweet and requires very little commitment or time. You lay down, have the pads connected to your face, and your skin is stimulated. Before you know it, you’re good to go.

@theheauxmentorofficial

It’s called EmFace and I did 4 sessions. More details in this playlist below. #emface #radiofrequency #facelift #antiaging

♬ som original - Clara O.

Additionally, Botox and dermal filler serve to camouflage the effects of ageing, whereas the process of EmFace stimulates the skin and muscles beneath, actively targeting “the mechanism of ageing.” The only catch to the electrical procedure is its high price tag—demanding a staggering £3,000 for four treatments, as well as a need for return visits roughly 12 months after your initial treatment.

As technology advances, and our spending power grows, it’s clear that this is only the beginning for less invasive procedures. We’ve already seen the popularity of  microdermabrasion, a beauty trend which boasts over 370 million views on TikTok and sees professionals use fine crystals and a vacuum to remove dead skin cells from a patient’s face.

And other products are already starting to pop up, like the anti-inflammatory aesthetic cryo treatment Glacial Rx. Both procedures involve no knives or needles, so it’s a sure thing that we can expect to see a lot more of this as 2023 progresses.