A new therapy, known as the Belaví facelift massage, claims to rub out facial flows without surgery. Part facial, part massage, this procedure is touted by some as a deeply relaxing way to reverse the trends of aging, poor diet, stress or illness.

The Belaví facelift massage consists of a facial mask and massage, an exfoliation and a hot towel treatment. The procedure ends with the massaging of the hands, feet, neck, shoulders and scalp. A course of 12 treatments is recommended, and the visits cost about $90 US Dollars (USD) each.

Acupressure points are key to the Belaví facelift massage. Acupressure is the practice of applying pressure to the body to release pain, or for other therapeutic purposes, such as lymphatic drainage. The lymphatic system, charged with removing toxins from the body, drains when it is stimulated; blood oxygen levels activate and impurities are released. According to students of the Belaví facelift massage, this results in toned and relaxed facial muscles, rejuvenated skin, and the elimination or reduction of wrinkles.

The Belaví facelift massage is considered to be a holistic therapy. Holistic medicine treats both the body and the mind together. Often considered a type of alternative medicine, mainstream doctors also incorporate the practice of treating the whole person, rather than just the specific body part in distress.

Belle Tuckerman developed the Belaví therapy in the 1980s, and Nina Howard is the president of the company Bellanina, which markets the massage. The practice is also known as the Bellanina facial massage. One can earn his or her Belaví facelift massage license at the Bellanina Institute of Facial Massage in Laguna Beach, California, or one may order a home-study system.

Three-day seminars are available at the Bellanina Institute. In order to train to receive a Belaví license, one must be a licensed massage therapist, esthetician or a healing arts professional. The healing arts are alternative forms of medicine, including yoga, meditation or Reiki, a Japanese stress reduction technique. An esthetician is a cosmetologist who specializes in skin care.