Look, I’ve had my own complicated relationship with body image.
Like a lot of women, I’ve wrestled with self-love, confidence, and the unrealistic standards that get shoved in our faces daily. Some days I feel great. Other days, I’m critiquing my side profile in the front-facing camera like it’s a performance review.
So when I saw this latest Skims product — a face-sculpting wrap designed to lift your chin and tighten your jaw overnight — my first reaction wasn’t even anger.
It was a laugh.
Then, honestly? Sadness.
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Because despite being marketed like the next-gen beauty breakthrough, the $48 Seamless Sculpt Face Wrap looks less like a wellness product and more like post-op compression gear. And while that might sound dramatic, it’s kind of the point.
Kim Kardashian isn’t just selling shapewear anymore. She’s now marketing the illusion of facial surgery to wear in your sleep. It’s meant to “snatch” your face, but all I could think was: have we seriously come to this?
It's not surprising it sold out fast.
But to me, this launch feels like the opposite of progress. It’s a reminder of just how deep our collective body dysmorphia runs.
And the internet agrees.
Skims' latest product draws harsh criticism online
The product may have sold out, but the comment sections tell a very different story.
On Reddit, users wasted no time calling out just how unsettling the Skims Face Wrap feels. One Redditor, u/Available-Low-2428, summed it up in one sentence: “Everything about this is so dystopian and depressing.”
Another user, u/EuphoricPines2448, put it even more bluntly: “Once again using women’s insecurities for capital gain.”
And u/UsedAd82 genuinely thought it was a prank: “I thought it was April 1st when I saw the post.”
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But perhaps the most unintentionally honest take came from u/Confident_Garlic_886, who wrote: “This looks like the brace my doc gave me after I got chin, neck and jaw liposuction lol.”
There are some users, to be fair, who said they were excited to try it — hoping it might help with sleep apnea or TMJ pain.
But that’s not what it’s being advertised for. It’s being sold as a beauty solution, not a medical device. And let’s be real: the goal isn’t health, it’s “snatch.”
That’s the problem. When a face wrap designed to mimic plastic surgery becomes an overnight sellout, it's less a success story — and more of a red flag.
Skims eyes growth beyond shapewear with new product pivot
This face wrap isn’t just a one-off gimmick. It’s a signal of where Kim Kardashian is taking the Skims brand.
Just weeks ago, her skin care line SKKN by Kim officially shut down. Now, it looks like she’s folding beauty devices into the Skims empire instead.
And this isn’t a random pivot. Skims was recently valued at $4 billion, and continuing to scale means tapping into new verticals. The beauty-tech boom? Prime real estate.
From a business perspective, the move makes sense. Skims has already conquered shapewear, loungewear, and even bras and socks — so expanding into “beauty-adjacent” products is a natural next step.
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But instead of empowering customers, this launch leans into the worst parts of the beauty industry: the kind that sells transformation by way of discomfort.
It's not offering innovation. It’s offering illusion, wrapped in fabric and Velcro.
So while Skims may be trying to capture the at-home beauty market, it’s doing so by leaning hard into a look that Kardashian herself likely achieved through much more invasive (and expensive) means. The irony? It’s not even subtle.
And that, ultimately, is the core of the issue. This launch isn’t about confidence or empowerment. It’s about monetizing insecurity. Again.
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