Tatyana Novikova: The Most Important Investment Is in Self-Love

Tatyana Novikova is a facial fitness expert, a certified specialist of the International Face Fitness Academy (IFFA), and a physical rehabilitation therapist.

In an interview with VITAGURU, Tatyana shared how she discovered face fitness, where she studied, answered the most frequently asked questions about facial gymnastics, and revealed her personal secret to youth and beauty.

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Tatyana, tell us about yourself. How did you get into face fitness?
Facial gymnastics came into my life quite by accident. I had an allergic reaction to botulinum toxin, so injectable facial procedures weren’t an option for me. I started looking for a way to preserve the youthfulness of my face without injections. That’s how I discovered face fitness, which is very popular in the West but still largely unknown in Eastern Europe.

Where did you study face fitness?
I graduated from the International Face Fitness Academy (IFFA) in Moscow and also trained at Carole Maggio’s Facercise School in Los Angeles. I’m now a certified trainer for her method in Ukraine and Spain.

What issues can face fitness help with?
Facial gymnastics is a real lifesaver for women of all ages.

For those aged 20–25, before signs of aging appear, face fitness helps improve blood circulation, reduce puffiness, enhance skin condition, define facial contours, eliminate double chins, relieve muscle tension in the face, and restore muscle tone.

For example, if someone has facial asymmetry due to lip tension or overuse of the jaw muscles, face fitness can correct this within two weeks. It also helps slow down the aging process and eliminate harmful facial habits like frowning or lifting the eyebrows unnecessarily.

What is the main advantage of face fitness over traditional facial massage?
That’s my favorite question! The goal of face fitness is not just muscle relaxation, as in massage. It’s about deeply engaging and working the muscles.

Our faces have elevator muscles and depressor muscles. Elevators are located in the mid-face and give it volume. Depressors include the circular lip muscle, chin, jowls, forehead, and glabella (between the eyebrows). In face fitness, we relax the depressors (also through massage techniques) and strengthen the elevators to maintain volume—because volume is what keeps us looking youthful.

How should one begin face fitness? Is it better to train alone or with a coach?
The best way to start is with a professional coach. A trainer helps position your hands correctly, explains which muscles are involved, and ensures you’re doing the exercises properly.

Yes, you can download online courses or follow YouTube videos, but incorrect technique can do more harm than good. You might create new creases or wrinkles.

It’s better to invest in self-love and approach facial fitness professionally.

Are there any contraindications? Who should avoid face fitness?
Yes, there is one main contraindication: stage 3 hypertension. People with high blood pressure should not practice face fitness.

Also, if you have acne inflammation, eczema, facial rashes, or herpes outbreaks, it’s best to wait until those conditions are treated. Avoid it during illnesses like the flu, acute respiratory infections, pneumonia, or bronchitis. You should be fully recovered and wait another 3–5 days before resuming training.

How often should one practice facial gymnastics?
After completing a basic face fitness course, I recommend daily practice for one month. That way, you’ll see faster results and learn the exercises well enough to integrate them into your routine—while driving, cooking, bathing your child, or walking with a stroller.

We’re all busy, but face fitness only takes 10–15 minutes a day.

After the first month, you can reduce the frequency to 3–4 times a week, in the morning or evening—but not later than one hour before bed, since improved lymphatic drainage can cause puffiness if you lie down immediately afterward.

To achieve real results, regularity and a holistic approach are key. What else is needed for healthy, glowing skin?
Just like with general fitness, consistency is essential. If someone works out only once or twice a week, they won’t see much progress. The same goes for face fitness: daily practice in the beginning is crucial, followed by regular sessions 3–4 times a week.

It’s also important to maintain a healthy diet (I recommend cutting out sugar and dairy), use proper skincare, and stay physically active. As a rehabilitation therapist, I believe that besides facial workouts, it’s important to include some form of physical exercise in your routine.

How do your face fitness sessions work—individually or in groups?
I offer both group and individual sessions, online and in person. Due to recent restrictions, I currently conduct only individual sessions.

Group sessions usually include 6–8 people and cover all basic exercises. Individual sessions last about 3–3.5 hours and include a personalized program tailored to your facial concerns and goals.

What does a holistic, conscious lifestyle mean to you? What are your personal wellness rules?
To me, a mindful lifestyle means respecting your body. Our body is our guide—and we only get one. What we eat, watch, read, and who we interact with all become part of us. So we must be selective in everything.

Just six months ago, I consciously reviewed my diet, cutting out what no longer served me, and started practicing mindful eating. I believe nutrition is one of the key wellness rules.

In your opinion, what is the ultimate secret to youth and beauty?
The true secret to youth and beauty is happiness. A happy woman is a beautiful woman.

We’re all different, with our own starting points and destinations—whether it’s fitness, career, personal life, or appearance. The most important thing is to be happy. As a face fitness coach, I teach people how to take control of their facial expressions to avoid forming new lines or wrinkles. When you like what you see in the mirror, you smile more—and that joy radiates outward.

And external transformation often leads to inner change.

Here’s a great psychosomatic exercise to boost your mood: the “Smile to the Sun.” Place your ring finger under your lower lip, your middle finger above the upper lip, and gently draw a smile toward your ears.

What inspires you and helps you stay productive?
Like everyone, I’m not always productive. When I’m tired, I listen to my body and take time to recharge—usually 3–4 days alone.

Fortunately, my husband supports me and lets me take that time (laughs).

When I feel exhausted, I go to a wellness retreat for a detox: no internet, no social media, no phone. I try to do this every six months. Afterward, my productivity skyrockets.

My biggest inspiration comes from my clients and their transformations—their excitement when they see real results, not only for themselves but through compliments from others. That’s what keeps me going.

What are your current goals and future plans?
My immediate goal is to launch a comprehensive online course and eventually open my own training school.

My bigger mission is to help as many women as possible become even more beautiful and happy—falling in love with themselves. Face fitness fosters that love: when you spend time on yourself, sit in front of a beautiful mirror, touch your face, and do the exercises, you start to genuinely appreciate your own beauty.

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Photos by Elena Shovgenyuk
Text by Katerina Tugusheva