Is K-beauty having a gua sha moment?

Everyone's talking about gua sha again, but K-beauty has done the thing it always does: taken something a bit faffy (a separate jade stone, a bottle of oil, YouTube tutorials) and made it stupid easy. Twist the tube open, glide, done. Three of the biggest brands in the game (Anua, VT and Medicube) have all landed on the same brilliant idea at essentially the same time, and Centellian24 has come in with a proper device that takes the whole thing to another level.

Four launches, all in stock with us, all genuinely exciting. Here's what's going on and which one is for you.

Why gua sha is having a moment (again)

Quick recap for anyone who's not been on skincare TikTok. Gua sha is a traditional Chinese massage technique that gets used on the face to boost blood flow, help with that morning puffiness, and give you five minutes of actual slow-down in your routine. The traditional version is a flat stone, usually jade or rose quartz, you'd use with a facial oil.

What's different this time: K-beauty has turned it into a product category. The massage head is on the cream tube. The cream is formulated for firming (retinol, PDRN, peptides, collagen, the whole gang) so the massage is doing double duty: it feels great and it helps the actives sink in. You get the whole ritual without the extra kit.

The timing isn't an accident either. Neck care has gone through the roof. UK trade press Cosmetics Business reported in June that neck cream searches jumped more than 60% in 2025. "Tech neck" (those horizontal lines you get from staring at your phone) is now showing up in people in their 20s. And "firming neck cream" as a search term is up 67% and peaking right now. K-beauty brands have clearly spotted it, and this new gua sha format is their answer.

Our picks

Anua Collagen Retinol Refining Gua Sha Cream

£27 · 80ml

Classic Anua: calm, effective, no-faff. The W-shaped applicator moulded onto the tube hugs the jawline and glides along the neck like it was built for it (because it was). The cream itself is a lovely rich texture that absorbs cleanly, packed with retinol, hydrolyzed collagen, a peptide and niacinamide for the firming side, plus squalane, gromwell root and chamomile to keep everything comfortable. Fragrance-free, which is a win if your skin's a bit reactive.

Best for: anyone who already loves Anua and wants their take on this new format. Also the pick if you want retinol but you don't want a cream that smells of anything.

Shop the Anua Collagen Retinol Refining Gua Sha Cream →

VT V-Mode Gua Sha Cream

£25.99 · 120ml

This is the fun one. Metal gua sha head, V-shaped curves designed to follow the jawline, cheekbones, neck and shoulders, and it feels properly cool on contact. There's something very satisfying about twisting the top to ON and gliding this across tired, puffy morning skin. Great tactile experience.

And the formula earns the applicator. Retinal (the slightly stronger retinoid cousin of retinol) with caffeine, nine peptides, seven types of collagen, ten types of hyaluronic acid, niacinamide, centella, madecassoside, plus shea, cocoa, sunflower, macadamia and argan oils. Massive 120ml tube too, which is huge value because you can take this down the neck and onto the shoulders without worrying about running out.

Best for: honestly, most people. If you want one gua sha cream that does the lot, this is probably it.

Shop the VT V-Mode Gua Sha Cream →

Medicube PDRN Collagen Gua Sha Neck Cream

£27.50 · 90g

This is the serious neck one. Grazia loved it, and you can see why: Medicube have gone all in on the neck as its own zone, with a curved applicator engineered for the horizontal "tech neck" lines and the drop from jawline to decolletage. Twist, squeeze, glide upward for five minutes. That's the ritual.

The ingredient list is the big flex here. PDRN (that salmon-DNA ingredient that's blown up in the last year) and hydrolyzed collagen do the firming, backed by Volufiline and a seriously wide peptide complex (copper tripeptide-1, acetyl hexapeptide-8, palmitoyl pentapeptide-4). Retinol, niacinamide and NAD for texture. Ceramide NP, cholesterol, HA and macadamia oil for comfort. It's a lot of cream for £27.50.

Best for: if your neck is the bit you're genuinely worried about. This one was designed for that job.

Shop the Medicube PDRN Collagen Gua Sha Neck Cream →

Centellian24 Madeca Prime Ritual White Pearl RF Device

£170

OK this one is a vibe. Centellian24 took the gua sha shape (a heart-shaped head that glides along your face like a traditional stone) and absolutely souped it up into a four-in-one at-home device. Three modes: triple-frequency radiofrequency for warmth, an EP absorption mode that helps your serums and creams sink in, and a microcurrent mode. Dual-head so you've got a wide zone for cheeks and neck and a point zone for targeted work. USB-C rechargeable. Comes in a lovely little box with pouch, cleaner, cable and manual.

This is the enthusiast one. If you've been eyeing up the £300+ beauty devices and feel ready to invest, this is a serious piece of kit at a much more reasonable price.

Best for: if you're ready to go beyond cream and into actual tech. Also brilliant if you already use your gua sha ritual nightly and want to level up.

Shop the Centellian24 Madeca Prime Ritual White Pearl →

How to use them

The massage is the point. Don't just smear and move on.

1. Use after your essence or serum step, before (or instead of) your usual night cream. Our essential routine guide has the full order if you need a refresher.
2. Dispense directly from the applicator onto skin. That's the whole point of this format.
3. Glide upward and outward. Collarbone up the neck, jaw out to the ear, cheek up to the temple. Light to medium pressure. Three to five minutes.
4. Skip the eye area and anywhere skin is broken or irritated.
5. Wipe the applicator head clean after each use.

These all contain retinoids, so use in the evening and wear SPF the next day (which you're already doing, right?). If your barrier isn't happy right now, settle it with a proper barrier reset first.

Which one is for you

• Pick the VT if you want one brilliant all-rounder for face and neck. Biggest tube, nicest applicator, most comprehensive formula.
• Pick the Medicube if your neck is the main event. Designed for it, Grazia-approved, serious ingredients.
• Pick the Anua if you want gentle, fragrance-free, and classic Anua reliability.
• Pick the Centellian24 if you want to go beyond cream and into tech.

Frequently asked questions

Will I wake up with a sharper jawline?

Short-term, you'll see the depuffing effect from the massage, especially in the morning. Long-term, firmer-feeling skin and softer-looking neck lines come from being consistent with the actives in the cream (retinol, PDRN, peptides) over 8 to 12 weeks. The massage makes you actually apply the cream properly, every single night, which is half the battle.

How often should I use one?

Daily is the sweet spot, in the evening. If the retinoid is new to your routine, start every other night and build up.

Can I use it on my body too?

The VT V-Mode is explicitly designed for face, neck and body (hello, shoulders and decolletage). The Centellian24 device covers face, neck, body and scalp. The Anua and Medicube ones are intended for face, neck and chest.

Can I use these with my existing retinol serum?

Three of these creams already contain a retinoid. Doubling up on retinoids is a classic way to end up with irritated skin, so pick one source per routine, not two.

Is a built-in gua sha better than a stone?

Different, not better. A stone gives you more range of techniques and that lovely cold ceramic feel. The built-in version gives you convenience, consistency, and a cream designed to go with the massage. If you've already got a stone you love, you don't need to swap. If you've never got round to it, the built-in version is a brilliant way in.

Which one would Elliott pick?

Honestly, probably the VT. It's the one I'd reach for most nights: biggest tube, nicest head, covers everything from face to shoulders. If my neck was the specific worry I'd pick the Medicube. And the Centellian24 is on my own wishlist.

Ready to try one

All four are in stock. If you're not sure which to go for, message me on WhatsApp or drop an email and I'll give you an actual honest recommendation based on your skin, your routine, and your budget. No sales patter.

First-time customers get 10% off with code FIRST10, free UK delivery on orders over £22, and a free mystery sheet mask on orders over £25.