A new viral beauty trend is gaining traction on TikTok and Instagram, captivating users with its promise of defining the jawline and minimizing facial swelling through simple facial massage techniques.

Videos showcasing individuals practicing ‘lymphatic drainage’ massages, whether using their hands or soft-bristled brushes, have amassed millions of views recently.

In one trending clip, a woman illustrates how, after just 30 seconds of brushing, one side of her face appears noticeably more lifted. Another popular before-and-after montage has garnered tens of thousands of likes, impressing viewers with the dramatic transformation.

In a different video, a user shares her enthusiasm, stating: “I love it because I don’t need to apply oils to my face to use this method. It also helps me avoid applying too much pressure on my skin.”

This phenomenon trails the popularity of facial gua sha, an ancient Chinese practice involving the gentle scraping of the skin with a smooth-edged tool to enhance circulation and relieve tension.

While enthusiasts tout it as a non-surgical ‘face-lift’, skeptics argue that it can be overly aggressive and even uncomfortable.

The newer lymphatic-drainage method swaps the scraping tool for a soft brush or fingertip massage, offering a gentler approach said to achieve similar results.

The technique works by stimulating the lymphatic system – a network of tiny tubes beneath the skin that collect excess fluid and return it to the bloodstream.

US skincare specialist Cecily Braden, founder of The Lymphatic Brush, demonstrated the method in an Instagram video that drew thousands of comments from users calling it ‘fantastic’ and a ‘gamechanger’ for skin health.

She explained that the brush’s soft, textured bristles create a gentle ‘tug and torque’ on the skin, helping to open lymph vessels and encourage fluid to flow.

‘In comparison to gua sha, the brush allows for more control over the movement,’ she said. ‘It really does take the work out of it – all you have to do is sweep out, and down, and then come down to the neck.’

According to Braden, the benefit comes from removing excess fluid and waste that can build up beneath the skin, which she says helps cells access nutrients more effectively.

While studies have found gua sha can boost blood circulation, she said lymphatic-drainage brushing works differently, by drawing fluid away from the tissue rather than pushing it in.

Braden added that supporting the lymphatic system – which plays a key role in immune defence and nutrient absorption – can promote general wellbeing, and that the gentle technique can be used on most skin types, including in people managing fluid-related conditions such as lymphedema.

Dermatologists say that while the massages may temporarily reduce puffiness by shifting retained fluid, the ‘face-lifting’ effect is unlikely to last.

Jennifer Levine MD, a facial plastic surgeon in New York, told SELF magazine: ‘A lymphatic-drainage massage isn’t going to make your lymphatic system do something it wouldn’t do otherwise. What it can do is help it work a bit faster.’

The Lymphatic Brush by Cecily Braden

Mae Murakami, a physical therapist at Cedars-Sinai, said the technique ‘can be a powerful tool for people whose lymphatic system is compromised from surgery, illness or injury’. 

However she cautions ‘if you have a healthy lymphatic system, lymphatic drainage massage isn’t likely to benefit you beyond simple relaxation.’

Many social-media users have also questioned the dramatic before-and-after clips.

On Reddit, one viewer wrote: ‘Your face looks like a different shape or length in the two photos – it could just be the angle, though.’ 

Another commented: ‘There is a lot of BS out there … the lymphatic system is real, but I see this type of thing get presented in a sketchy way.’ 

Others pointed out that some influencers appear to smile in the ‘after’ shots to make their faces look more sculpted – and that the effect often fades within seconds of the massage ending.

Manual lymphatic drainage – the clinical form of the technique now adapted for beauty use – has been part of medical physiotherapy for decades.

 It is used on the NHS to help patients with lymphedema, a condition that causes chronic swelling, usually in the arms or legs, after cancer treatment or injury to the lymphatic system.

Specially trained therapists use slow, rhythmic hand movements to stimulate lymph flow and reduce fluid build-up, helping to ease pain and prevent infection.

It is also prescribed after some operations, including mastectomy or cosmetic surgery, to reduce post-operative swelling.

Some physiotherapy departments and cancer-support centres offer MLD sessions free of charge, while private clinics charge between £50 and £120 per session.

The therapy can also benefit patients with lipoedema – a painful fat-distribution disorder that causes swelling in the legs – and is being studied for its role in easing chronic inflammatory conditions.

Experts stress that while this form of lymphatic massage is medically recognised and evidence-based, the cosmetic versions seen on social media are simplified and less targeted.

True manual lymphatic drainage, they say, is a clinical skill requiring specialist training and anatomical knowledge – and while at-home tools may help with mild puffiness, they should not be confused with medical therapy.