We currently find ourselves in the golden age of beauty enhancements, many of which are becoming less and less invasive as technology in the medical beauty industry advances rapidly. In the wave of non-invasive beauty treatments to rise to popularity, the promise of a non-surgical facelift is possibly the most sought-after.
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With the hope of developing a treatment that is effective in acting as an alternative to traditional Botox and Fillers, Thomas Tullo (RMT and founder of AMAN Spa Toronto and NOOR Cosmetics) created Face Pilates™—an 8-step facial workout and massage that is an effective, non-invasive, and natural approach to sculpting the face, backed by science.
Ahead, Tullo shares how he pivoted into the wellness space, the effects of Face Pilates™, and his take on the “invisible face work” movement.
You made a career pivot after working in advertising. What made you want to enter the wellness and beauty space?
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“I have always been fascinated by skincare, wellness, health, and beauty. Initially, I aimed for a traditional career, but after getting into advertising, I realized the importance of following my passion. I wanted to build a career doing something fulfilling while helping improve people’s overall well-being. I aimed to approach the medical beauty world from a different perspective. Specifically, I sought a more medical approach through massage, allowing me to heal people through touch rather than invasive procedures.”
This treatment is created to be an alternative to Botox and fillers. How did you develop this facial? Did you have an “ah-ha” moment?
“I quickly identified a market demand for individuals seeking a natural approach—who wished to avoid invasive procedures. This aligns with my philosophy of maintaining one’s health and wellness goals more naturally, similar to how exercise and a proper diet support overall well-being. My understanding of anatomy helped me to understand that the face and neck often lack attention in massage treatments.”
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“Noticing the demand for temporomandibular joint dysfunction (TMJ) massage, I created Face Pilates™, an 8-step facial workout and RMT massage. Though microcurrent devices are not new, using them on facial muscles can stimulate tightening and toning, effectively reducing the need for injectables. While I acknowledge that injectables have their place for immediate results, I believe their demand among individuals in their 20s to 50s is often costly and counterproductive and many do not know the long-term impacts to the facial muscles.”
What do you think of the “invisible face work” movement?
“Beauty and wellness is a personal journey that should be individual and also respected. I believe in working with the aging process and not against it, as skincare and wellness professionals, it is our responsibility to be complementary and not contradictory to the body’s natural aging process. In North America, there has been a tendency to focus on a singular solution for complex problems, but the reality is that a multi-modal, whole-system approach is often necessary for effective results.”
“Fortunately, today we have so much information available to us that society is getting serious about their skincare and wellness at an earlier age. Investing in and nurturing your health and wellness at an early age, with a long-term approach to maintenance, acts as a preventative solution and reduces the need for invasive or extreme techniques. This shift allows individuals to now select treatments that align with their needs and values over time, promoting personal empowerment.”
What is the biggest advantage of getting a facial with an RMT?
“We actually refer to this as a face massage treatment—incorporating trigger point work, fascia stretch therapy, and massage, alongside skincare. As Registered Massage Therapists, we have a deep understanding of how muscles and supporting tissues function, where they attach, and how to strengthen them. This knowledge improves nutrient flow and helps eliminate toxins. Additionally, treatment by an RMT is beneficial anatomically and can be eligible for insurance claims, removing cost concerns for those wanting to invest in their facial well-being. Face Pilates™, like all of AMAN Spa’s signature treatments, takes a uniquely comprehensive approach to care and wellness, considering the body’s circulatory, lymphatic, muscular, skeletal, integumental, and nervous systems in its design.”
What makes this facial unique? What has the reception been?
“This treatment is essentially a workout for the face, employing a science-backed systemic approach to facial shape and tissue health. Face Pilates™ offers 75 minutes of groundbreaking tool-intensive techniques that thoughtfully target all 43 facial muscles, along with face structure and tissues, through lymphatic drainage, cupping, reflexology, facial and buccal massage, gua sha, microcurrent, and LED therapy.”
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“Unlike conventional facial treatments and massages, Face Pilates™ alleviates muscle tension, increases tissue circulation, drains fluid, detoxifies, and creates the conditions for immediate visible results and long-term skin rejuvenation, facial toning, and health. We focus on creating a cellular environment that allows the body to be healthy and vibrant, facilitating its natural repair processes. Our clients can relax while we do the work, targeting different layers of skin and tissue for optimal results in muscle tone and relaxation.”
“Feedback is almost immediate as most clients have never experienced or worked out this area of the face. We work on one side and then ask them to feel the difference and most are simply in awe. After the treatment, a lot of clients realize the traditional facials they are receiving are costly and simply layer a list of high-end products that they could apply themselves at home to receive similar benefits. We are grateful feedback has been incredibly positive, with many clients signing up to return regularly, eager to maintain the benefits they experience. We work out almost every other area of the body so why wouldn’t we target the facial muscles as well?”
You also have a skincare line, NOOR. What was the genesis of the collection?
“I wanted to offer high-quality, high-concentration skincare options that are affordable and accessible. Great skincare should not be a luxury but rather a necessity, especially in a world where social media heightens our exposure to our own and others’ appearances. Our skin is our largest organ and is often the first impression we make; prioritizing skincare is essential. This is particularly important for men, who historically have neglected their skincare health and grooming needs. As a male, I want to break down any barriers or misinformation that men generally, have so they prioritize their skincare and make it easier for them to incorporate it into their wellness routine.”
Is there a go-to product you recommend for the winter season?
“I highly recommend our NOOR Peptide Growth Factor Serum. It’s excellent for restoring hydration and combating the signs of aging. This serum is packed with powerful ingredients, including two types of human growth factors, peptides, and antioxidants.”
How do you hope treatments like this change the approach people have to beauty?
“My approach to beauty focuses on enhancing what individuals already possess and helping it last longer. I emphasize maintaining beauty through health, providing nutrients to the skin, and detoxifying surrounding tissues. I strive for a systemic approach to beauty rather than just a superficial one. We live in this new hyper-filtered digital world so we must protect our mental and physical well-being.”
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“As industry leaders, it is critical for us to promote the importance of self-acceptance, build confidence, promote transparency, and respect everyone’s journey. If we can make our clients genuinely feel better about themselves—offline and alone staring in the mirror—that is the goal. Beauty and wellness is a personal journey and we should be doing it for ourselves by acknowledging our own needs and the fact that aging is a beautiful and natural part of living and humanity.”