After watching Marianna Hewitt’s video tutorial on how to use “jade rollers,” millennials have been buying them by the thousands. WWD was the first to break the story.
Hewitt posted a video on her YouTube page of herself using the roller, which is actually a beauty tool used in ancient China. It’s a tiny rolling pin composed of jade stone, the rolling of which on the skin should provide “anti-inflammatory and lymph-draining” effects. Jade is also highly symbolic in China as it is associated with peace and healing.
The jade roller is an inexpensive product — selling for just under $8 — and has been endorsed by a number of other celebrities, Mary-Kate and Ashley Olsen to name a few. Luxury brands such as Nordstrom, Sephora, and Gucci are also profiting off the tool.
Regardless of the recognizable brands marketing jade rollers, there are no signs that the tool will disappear any time soon. However, it is also possible that this is simply a fad that will leave just as quickly as it arrived.