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Either way, he is stepping aside as CEO of Bulletproof 360, the Bellevue-based lifestyle brand that sells, along with its signature coffee, a line of collagen-packed protein bars, supplements, and a $1,495 vibrating plate that promises to improve workouts by stimulating microcirculation.

Their Antirougeurs Calm Soothing Repair Mask is said to reduce redness by supporting microcirculation and calming irritated skin.

“We're worried that spiculated older cells might not travel so well through the microcirculation,” Cooper says.

“This might be a problem with critically ill patients who have shock, as they have lots of changes in microcirculation.”

It works, in theory, “by stimulating lipolysis — the breaking down of fat — in the skin and by improving the microcirculation,” Henderson says.