Kim Kardashian’s Skims Faces Backlash Over ‘Face Shapewear’ Launch
Kim Kardashian’s shapewear brand Skims has sparked controversy after releasing a £52 “face wrap” marketed as overnight shapewear to sculpt the jawline. The product, which sold out in under 24 hours, is part of a growing TikTok trend where users showcase elaborate bedtime skincare routines in so-called “morning shed” videos.
Skims, valued at around $4bn as of July 2023, promoted the mask as a non-invasive way to “shape and sculpt” facial features. The launch quickly divided opinion online, with some influencers praising it as the future of at-home contouring, while critics condemned it as a dystopian beauty product that exploits insecurities.
Face wraps have existed for years, typically for post-surgery recovery, but Skims has rebranded the concept as an everyday beauty tool. On TikTok, influencers combined the mask with viral trends like gua sha and mouth taping, claiming “instant results” in videos that quickly went viral.
However, medical experts have cast doubt on the product’s effectiveness. Dr Anna Andrienko, an aesthetic medicine specialist, told the BBC that while such wraps might temporarily reduce puffiness by retaining heat and applying pressure, they do not produce lasting contouring effects. Overuse, she warned, could lead to irritation, breakouts or circulation problems.
Critics say the mask reinforces unrealistic beauty standards. Skincare consultant Laura Porter said the product is aimed at Gen Z and younger millennials immersed in influencer culture. “Targeting areas like the jawline suggests normal features need fixing,” she said, warning of potential long-term effects on self-esteem.
Body positivity advocate Michelle Elman argued that Kardashian’s image is the result of costly procedures, not a simple wrap. “Consumers are being sold the illusion they can achieve Kim’s face with a piece of fabric,” she said.
The backlash intensified after actor Anthony Hopkins, who played Hannibal Lecter in The Silence of the Lambs, posted a video mocking the mask. “Hello Kim, I’m already feeling 10 years younger,” he quipped while wearing a similar-looking restraint.
Skims has not yet commented on the criticism.
