The Face Bra has gone on sale through UK internet retailer TheVitalityShopuk.com and is said to be a simple and effective way of fighting the signs of ageing for both men and women.
Although this type of product has been around for a couple of years now, it is said to be gaining in popularity as individuals seek out natural, less expensive and painless means of fighting the signs of ageing.
Botox has proved to be enormously popular in both the US, and now increasingly in Europe, but as it is a fairly expensive treatment that requires injections, there has been parallel growth of niche natural alternative anti-ageing treatments.
Indeed, earlier this year the spotlight was on a UK dentist who developed a special brace that was also said to be an effective means of providing a natural face lift. The Oralift Brace claims to take off up to 20 years from a patient's appearance and costs €3,600.
Face Bra was developed in the US using a combination of natural minerals and aloe vera to reduce facial sagging and bloating.
The creators says that this occurs because the minerals soak into the cotton 'Bra' and penetrate the skin flushing away toxic waste and tightening the skin in the areas that show age the most - the neck, chin and under eye.
The product is said to be particularly effective on individuals that have lost weight, leaving them with excess under the chin area.
"Shrinking a double chin is often difficult unless you address the underlying cause. Reduced circulation in the under-chin area can often cause a build up of metabolic waste that causes the area to bloat or swell," said Vicki Southard creator of the product.
"Special minerals in The Face Bra flush away these wastes, allowing the Bra to compact and tighten the skin"
Southard claims that most people will see a difference after two to six treatments and that many users have noticed a distinct improvement in the overall smoothness of their facial skin.
The product uses a combination of light pressure from the cotton fabric and the minerals impregnated in it. These minerals are a blend of non-organic compounds, including sodium, carbon, magnesium, potassium and boron, together with the aloe vera.
It is recommended that the product is used for 30 to 40 minutes daily for the first week and takes around 20 days for a clear difference to be seen around the chin and eyes. It will retail in the UK at £50 (€75) for a kit that contains 20 treatments.