5. Snatched or Scammed? The Emotional Power Behind Kim Kardashian’s Viral Face Wrap
Just when you thought the world of beauty couldn’t get any more surreal, Kim Kardashian– queen of reinvention and viral launches has unveiled her latest brainchild: face shapewear. Yes, you read that right. The mogul behind the $3 billion SKIMS empire has now turned her gaze upward, from waist-cinching bodysuits and bum-lifting briefs to the contours of your jawline and cheeks.
The product? A Velcro face wrap priced at £52 ($48), infused with collagen yarns, designed to be worn overnight to sculpt and support the jawline. It sold out within 24 hours of launch. But is this the next frontier in beauty innovation or just another gimmick wrapped in good lighting?
Let’s unpack the hype, the science, the backlash, and the cultural moment this product represents.
Table of Contents
The Product: What Is Face Shapewear?
Dubbed the “Ultimate Face”, SKIMS’ new offering is a seamless sculpting wrap made of polyamide and elastane, with Velcro closures at the crown and nape of the neck. It’s designed to compress and contour the jawline, neck, and chin, promising a “snatched” look by morning.
The wrap is part of the growing “morning shed” trend popularized by Gen Z and Gen Alpha influencers where users sleep in a cocktail of beauty gadgets (LED masks, pimple patches, heatless curlers) and unveil their transformed selves on TikTok come sunrise.
SKIMS claims the wrap offers targeted compression, collagen support, and ultra-soft jaw sculpting. Available in two shades Clay and Cocoa, it’s pitched as a non-invasive alternative to cosmetic procedures.
The Science: Does It Actually Work?
Here’s where things get murky.
Compression garments have long been used post-surgery to reduce swelling and aid recovery. Dermatologists agree that temporary de-puffing and fluid redistribution are possible with such wraps. But long-term sculpting? That’s a stretch.
Experts like Dr. Jamuna Pai and Dr. Bindu Sthalekar caution that:
- Collagen yarns in fabric don’t penetrate the skin or stimulate collagen production
- Prolonged pressure may irritate sensitive skin or disrupt the skin barrier
- The wrap may offer short-term contouring, but not lasting structural change
In short: it might make you look a bit more defined for a selfie, but don’t expect miracles.
The Psychology: Why Are We Buying This?
The success of SKIMS’ face shapewear taps into a potent mix of beauty anxiety, celebrity influence, and social media performance.
1. The Rise of “Ozempic Face”
With the popularity of GLP-1 weight loss drugs like Ozempic, many users report sagging jawlines due to rapid fat loss. The wrap arrives at a time when people are seeking non-invasive fixes for this phenomenon.
2. Influencer Culture
TikTok’s “morning shed” trend has normalized overnight beauty rituals. The wrap fits perfectly into this narrative—part skincare, part theatre.
3. Celebrity Worship
Kim Kardashian’s influence is undeniable. Her launches go viral not just because of marketing, but because she’s seen as a beauty authority, despite lacking medical credentials.
The Backlash: Experts Call It “Rubbish”
Not everyone is buying the hype.
Dr. Rosh, a cosmetic doctor and cardiologist, slammed the product as “an utter load of rubbish,” warning consumers not to take facial advice from celebrities. He emphasized:
“Collagen doesn’t absorb through fabric. No amount of tension from a wrap will reposition tissue. At best, you’ll reduce puffiness. At worst, you’re compressing your face with overpriced cling film.”
His critique went viral, sparking debates about celebrity-endorsed pseudoscience and the ethics of selling illusion-based products.
The Internet Reacts: Hannibal Lecter Meets Haute Couture
Social media had a field day.
- Some users compared the wrap to Hannibal Lecter’s mask from The Silence of the Lambs—even Anthony Hopkins joined the fun, posting a cheeky video thanking Kim and joking about feeling “10 years younger”
- Others called it a “budget facelift”, praising it as a cheaper alternative to surgery
- Critics accused SKIMS of profiting off insecurities, with one viral comment reading:
“SKIMS: Making women feel bad about themselves since 2018.”
The Business Strategy: SKIMS Expands Into Beauty
This launch marks SKIMS’ first foray into beauty, following the underwhelming performance of SKKN by Kim, which recently cut ties with Coty. By integrating beauty into the SKIMS brand, Kardashian is consolidating her empire under one successful umbrella.
It’s a smart move:
- SKIMS already dominates the shapewear market
- The brand has a loyal fanbase and viral momentum
- Beauty products offer higher margins and repeat purchases
Expect more face-focused shapewear in the future—perhaps eye lifts, neck bands, or even scalp sculptors?
Final Thoughts: Sculpting the Future or Selling a Fantasy?
Kim Kardashian’s face shapewear is a cultural artifact, a reflection of our obsession with perfection, our trust in celebrity, and our willingness to believe in beauty shortcuts.
Is it revolutionary? Not really.
Is it effective? Temporarily, maybe.
Is it genius marketing? Absolutely.
Whether you see it as a gimmick, a tool, or a symbol of modern vanity, one thing’s clear: Kim knows how to keep us talking. And buying.
Also read – Beauty’s Fatal Price? Shefali Jariwala’s Collapse and Anti-Ageing Injections