She wasn’t always this holistic. Ten years ago, she was an undercover beauty writer for the FT, subjecting her face to ever more bizarre procedures. Plasma, laser, vampire facials – you name it, she tried it. “Partly because I was in search of blistering copy, partly because I was becoming addicted. You’d go to one cosmetic expert and they’d tell you your jowls looked awful, then another who’d say you looked permanently angry….”
A good friend took her aside and told her she was ruining her looks. She fled to Tulum in Mexico where she underwent a series of Goop-like wellbeing treatments (she’s far more humorous and knowledgeable about her subject than Gwyneth Paltrow) which ultimately prompted her to launch FaceGym when she returned to London. A growing cult with both young and older women, there are now eleven studios in London, Manchester and LA.
She’s not claiming to have invented the wheel with her facial massage and exercise demos. “They’ve been around for thousands of years,” she says. But Theron’s sharp brain and gift for a catchy title, has made an esoteric practice appealing and accessible.