Facial Toning: A Smart, Affordable Beauty Tip for Women Over 40

by: Linda Robison / Facial Fitness Specialist @ ABZ

If you’re over 40, facial toning is one of the smartest and most affordable ways to support a firmer, more youthful-looking face—naturally.

You’ve probably tried the usual mix of wrinkle creams, serums, maybe even Botox or fillers. These can help, but they don’t strengthen the muscles under your skin. That’s where facial toning comes in. When done consistently, it helps lift, define, and restore structure to sagging areas—especially the cheeks, jawline, and neck.

And the best part? It’s a one-time investment that keeps working for years.

Why I started facial toning

Like many women, I started noticing subtle changes in my late 30s—softer cheeks, less definition around my jaw, and a bit of puffiness in the lower face. I tried a little of everything, but nothing gave me the natural lift I was looking for until I found facial exercises.

While I’d dabbled in them since the '90s, I didn’t follow a structured routine. That changed when I started using the CFF (Carolyn’s Facial Fitness) program. I even reached out to Carolyn for personalized tips on lifting my lower face and neck—and I’ll be sharing my before-and-after results soon.

How facial toning supports a more lifted, youthful look

Facial exercises help rebuild some of the volume we naturally lose with age—especially in the upper and mid-face. This volume loss comes from shrinking fat pads, muscle atrophy, and even facial bone loss (yep, that happens too). When the structure beneath the skin weakens, the face starts to sag.

But when you tone the underlying muscles, you create a stronger foundation that helps lift the skin—naturally.

Can injectables (Fillers & Botox) replace facial toning?

Injectable fillers like Restylane® and Juvederm® can provide temporary volume and create a more lifted look—but they don’t address the muscle loss beneath your skin. Facial exercises do. They strengthen the muscles, support the bone structure, and improve circulation.

I’m not against injectables—in fact, I believe treatments like Botox and fillers can absolutely have their place when used thoughtfully. If you're exploring options, you might find my guide on the 10 benefits of Botox helpful for seeing how it fits into a bigger routine.

I’ve personally had a Botox lip flip, and I share my photo and what to expect if you’re curious about subtle results.

For me, I wanted something I could do at home, at my own pace, that supported the deeper structure of my face. Facial toning helped give me that natural lift and definition—without the need for regular appointments.

Some women choose to combine in-office treatments for enhanced results. If you're curious about how Botox and fillers can work together, I also have a guide on getting both at the same time.

What about a good face cream

Moisturizers and serums—especially those with retinol, peptides, or hyaluronic acid—can help improve surface texture and hydration. And yes, they’re part of my routine too.

Skincare is important—I use it daily and believe in its role for keeping skin smooth and nourished. But when it comes to lifting and defining facial contours, creams can only go so far. That’s where facial toning really shines—it works below the surface to support the muscles that give your face structure.

Why facial toning is inexpensive

One of the things I love most about facial toning is how accessible it is. I paid under $40 for the CFF program back in 2008—and I’m still using it today. Over the years, I’ve received free updates, improved techniques, and even custom exercises for areas I wanted to focus on, like my lower face and neck.

While in-office treatments and skincare products absolutely have their place (and I use some of them too!), facial exercises offer something unique: they help you build strength and support from within. And once you find a program you enjoy, it becomes a simple, calming ritual you can stick with—no recurring appointments or ongoing costs.

If you’ve tried facial toning before and didn’t love it, don’t give up. It took me a while to find the right fit, but once I did, it felt like the missing piece in my routine.

Curious what I used?

I follow the CFF (Carolyn’s Facial Fitness) system—and it's the one that finally helped me lift my cheeks and firm up my jawline. While I can’t share the full paid routine, I’ve included sample exercises and videos so you can get a feel for how it works.

If you’re curious, you can check out the cheek and jowl routines I highlight in my sagging face guide.

Finally:

Facial toning helped me reshape and lift areas that used to frustrate me—like sagging jowls and a soft jawline. It’s not a quick fix, but it’s absolutely worth it. It’s affordable, empowering, and something you can do at home on your own terms.

Want to see the exact routines I used? Head back to Firm Your Sagging Face Naturally where I walk through the step-by-step exercises that made the biggest difference for me.

And if you’ve tried facial exercises, I’d love to hear your story—drop me a note anytime!

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FREE! Download this Cheek Shaper Video to help lift and firm your cheeks, giving you a more youthful, refreshed look! 💖