Skims has debuted its first-ever beauty product, Seamless Sculpt Face Wrap, designed to create a ‘snatched’ look around the jawline.
The fashion brand, founded by reality star and entrepreneur Kim Kardashian, promises “ultra-soft jaw support” with the product, which wraps around the face from underneath the jaw to the top of the head.
The move into beauty for Skims follows Kardashian buying back Cotys stake in SKKN, her beauty label, which has since closed down.
At the time she said that the move would consolidate her businesses under one name and hinted that it would expand in the area of beauty.
Velcro fastenings at the top and at the nape of the neck “allow for easy, everyday wear”, the Skims website reads.
Promoted by the brand on Instagram as a “must-have addition to your nightly routine”, the tool is made using Skims’ “signature sculpting fabric and features collagen yarns”.
Available in two shades, clay and cocoa, Skims’ “first-ever face innovation” is priced at £52 and available on the brand’s website.
The face wrap already appears to have sold out within hours of its debut, with both colour options only offering shoppers the option to join a waitlist.
The snatched and sculpted beauty look has been popularised on social media and is often sought after through more invasive methods such as filler and Botox.
Routines focused on the ‘morning shed’ – where efforts on skin and hair are concentrated before bed and discarded when waking up after working overnight – often involve face taping and chin straps.
But the latest launch from Skims has prompted some backlash.
Industry reactions
British beauty authority and Skin Rocks founder Caroline Hirons commented on Skims post, asking “Is it April Fools?”.
“What in the Hannibal is this,” said user Ayla (@aylafitz), while another, Luke Radloff @luke_____radloff), said Skims was “making women feel bad about themselves since 2018”.
A second post by the brand showing a video of TikTok star Jasmine Alisha using the wrap also garnered criticism.
MayGemini522 (@Maygemini522) asked: “can we try this again with a 40-plus-year-old woman for accuracy” and Stephanie Escobar (@steph__escobar) queried: “how many things am I supposed to wear to bed?”
Kyle (@Kylekinghorne) said: “Hmm hasn’t she got filler in her face & jaw for definition?”
Others have welcomed the new product however.
Akash Chandawarkar (@Dr.akashplasticsurgery) commented that the wrap is “perfect for after facelift, necklift or submental lipo”.
“I’d use this over mouth tape,” said Angelica Ibarra (@twotimingmom), and bnash (@riggiesees) said they were “actually stoked for this” as they suffer with TMJ, an issue with jaw muscles that can cause clenching and teeth grinding at night.
Skims does not claim that the wrap has any benefits for health conditions or recovery from cosmetics procedures.