EMS stands for Electrical Muscle Stimulation. It's a technology that uses electrical impulses to cause muscle contractions.

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For what purpose:

Devices use low-level microcurrent impulses to stimulate facial nerves.
When the nerves are engaged, they send a message to the brain. Neurons in the brain then return the message to the surrounding muscle fibers, causing them to expand and contract.
This expansion and contraction is precisely what your body does when you’re working out. When you use an EMS device on your face, think of it as every muscle group doing tiny crunches. The result is a toned look, with skin that’s tighter and smoother. One of our favorite parts is that the benefits are immediate with no recovery time.