- This topic is empty.
-
-
Kim Kardashian’s shapewear empire, Skims, has ventured into uncharted territory with its first facial product, the Seamless Sculpt Face Wrap, priced at $48. Launched on July 29, 2025, the wrap sold out within 24 hours, sparking a frenzy online and drawing comparisons to post-surgical bandages and Hannibal Lecter’s iconic mask from The Silence of the Lambs. Promising to “shape and sculpt” the jawline and neck, the product taps into the viral “morning shed” trend on TikTok, but experts are skeptical about its efficacy, warning that its “collagen yarn” and compression technology may offer little beyond temporary de-puffing. As Skims gears up for a full beauty line launch in 2026, this bold move underscores Kardashian’s knack for turning controversy into profit.
A New Frontier in Beauty Tech
The Seamless Sculpt Face Wrap, described by Skims as its “first-ever face innovation,” is designed for overnight or at-home wear, targeting the cheeks, jaw, and neck with “strong targeted compression” to achieve a “snatched” look. Available in Clay and Cocoa shades, the wrap uses Skims’ signature sculpting fabric—81% polyamide and 19% elastane—infused with “collagen yarns” for “ultra-soft jaw support.” Velcro closures at the crown and nape ensure a snug fit. Kardashian herself hyped the product on her Instagram Stories, calling it a “necessity” that “snatches your little chinny chin chin” while remaining comfortable.
The wrap aligns with Skims’ history of bold, conversation-starting products, like its 2023 nipple bra and padded hip shorts. Valued at $4 billion as of July 2023, per Forbes, Skims has built a loyal fanbase through high-profile collaborations with Fendi and partnerships as the official underwear of the NBA and WNBA since 2023. The face wrap’s instant sell-out, despite a waitlist-only status, proves the brand’s market dominance, even as critics question its utility.
Expert Skepticism and Consumer Divide
Medical professionals have raised doubts about the wrap’s claims. Dr. Jaimie DeRosa, a Boston-based facial plastic surgeon, told Allure that the wrap resembles post-operative compression garments used after facelifts or neck liposuction but lacks evidence for meaningful sculpting. “They’re being used less and less as there isn’t a lot of evidence that they improve results,” she said. Dr. Nikita Desai of Harley Street Skin Clinic echoed this to Newsweek, noting that while compression may reduce temporary puffiness, “there’s no evidence that this type of garment will sculpt the jawline or deliver lasting cosmetic benefit.” She warned of risks like skin irritation, breakouts, or impaired circulation if worn too tightly.
The “collagen yarn” feature has drawn particular scrutiny. Dr. Jamuna Pai of SkinLab told Hindustan Times that collagen cannot penetrate the skin via fabric, dismissing it as “marketing jargon.” Dr. Anna Andrienko, speaking to the BBC, added that overuse could lead to joint compression or airway issues, potentially causing snoring or discomfort. Despite these concerns, some experts see minor benefits. Dr. Vasyukevich told Allure that the wrap might offer “a brief smoothing effect” similar to lymphatic massage, and its collagen-infused fabric could feel softer than traditional post-op wraps.
Public reaction is polarized. On Skims’ Instagram post, with over 6 million followers, comments range from excitement to derision. One user quipped, “Post-op core is the new thing now??” while another wrote, “Those hating clearly don’t know what TMJ feels like. This is a huge W,” suggesting potential relief for jaw pain. TikTok reactions include a plastic surgeon, @drspiegel, calling it “clever marketing” with no lasting benefits, and body confidence activist Alex Light warning of “unrealistic beauty standards” in a video with 7,000+ likes, per Cosmopolitan. A surprising endorsement came from Anthony Hopkins, who jokingly donned the wrap on Instagram, channeling Hannibal Lecter: “Hello Kim, I’m already feeling 10 years younger.”
Skims’ Beauty Ambitions and Cultural Impact
The face wrap marks Skims’ first step into beauty after Kardashian repurchased her underperforming SKKN by Kim from Coty for $200 million in March 2025, shutting it down to pave the way for a Skims beauty line in 2026, per The Business of Fashion. The product taps into the “morning shed” trend, with over 1 billion views on TikTok for #morningshed, where users showcase overnight beauty routines. Critics like Jessica DeFino, in The New York Times, call it “depressing” that sleep is now “commodified for beauty,” while former model Chloe Thomas told the BBC it reverses progress on body image acceptance.
Skims’ marketing, which avoids explicit claims about permanent sculpting, operates in a regulatory grey zone, per BBC, relying on buzzwords like “snatched” and influencer hype. The wrap’s design draws from Korean “V-line” beauty trends, popularized on TikTok, but its resemblance to medical gear has sparked comparisons to The Handmaid’s Tale and Death Becomes Her, per The Guardian and People.
Kardashian’s Statement and Brand Strategy
In a statement to NBC New York, Kardashian emphasized the wrap’s necessity: “We’ve been doing shapewear for a long time, and now we’re offering face shapewear that snatches your jaw and is super comfortable.” Her vision, per a Skims spokesperson to Newsweek, is to “change the shapewear game forever,” positioning the wrap as a lifestyle product for daily use. The sell-out success, despite skepticism, reflects Skims’ ability to turn controversy into sales, a tactic honed through past launches like the nipple bra, which earned praise from breast cancer survivors, per Kardashian on Jimmy Kimmel Live in 2024.
What’s Next for Skims?
The face wrap’s instant sell-out suggests Skims could expand into beauty tech, potentially introducing under-eye masks or hair sculpting accessories, per stupidDOPE. Its NBA and WNBA partnerships and $4 billion valuation underscore its cultural clout. However, experts urge caution. Dr. Naomi McCullum told Elle Australia that the wrap offers “no skin benefits from collagen yarns” and cannot slim the jawline, advising consumers to prioritize evidence-based skincare like retinol.
As Skims prepares its 2026 beauty line, the face wrap’s polarizing debut sets the stage for further debate on beauty standards and innovation. Follow updates on CBS News to see if this “face shapewear” becomes a staple or fades as a gimmick in 2025’s beauty landscape.
-
- You must be logged in to reply to this topic.