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Kim Kardashian’s latest business venture is shaping up to be an object of ridicule.
On Tuesday, Kardashian’s intimates brand Skims released a new shapewear — for the face.
The Seamless Sculpt Face Wrap is made of polyamide and elastane and purportedly “infused with collagen yarns” to offer jaw support, along with velcro closures at the top and nape of the neck to allow for “everyday wear.”
The shapewear company marketed the wrap as a “must-have addition to your nightly routine.”
“Ok guys, so you know we’ve been doing shapewear for a really long time,” Kardashian said, according to BuzzFeed. “And now we are gonna offer amazing face shapewear, which is just such a necessity. This material is actually infused with collagen yarns, and it’s just this amazing jaw support.”
“It just snatches your little chinny chin chin…it’s super comfortable to wear at night or just around the house.”
The $48 face innovation quickly sold out online, as seen on the Skims website. Regardless of its commercial popularity, users online had quite a few things to say about the brand’s bizarre shapewear addition.
“Skims is selling some kind of medieval torture device for your face,” one person said on X.
“The new Skims Ultimate Face ‘face innovation’ reminds me of Goodnight Mommy,” another noted.
“What in the Hannibal is this?” someone wrote in the comments of Skims’ Instagram post.
“What in the Handmaid’s Tale is this?” another asked.
“This is embarrassing for Skims. Truly embarrassing. This isn’t empowering for women, this is trying to profit from your insecurities,” someone commented.
“Gotta give Kim credit, she’s always at the forefront of identifying new things for women to be insecure about and profiting off them,” a Reddit user shared.
“SKIMS: Making women feel bad about themselves since 2018,” one added.
“Just dropped — new invention to make women feel insecure for no reason,” another commented.
“Propaganda I’m not falling for. Feeling like I shouldn’t age or look like I’ve aged,” a user wrote.
“Even in sleep, we’re not allowed to just be,” one person exclaimed.
Some people pointed out that it resembles the face wrap on Meryl Streep’s character Madeline Ashton in “Death Becomes Her.”
Despite the backlash, at least one expert understood the Skims vision. Dr. Akash Chandawarkar, a board-certified plastic surgeon based in Tampa, Florida, commented on the post, noting that the product is “perfect for after facelift, necklift or submental lipo.”
Though someone on Reddit shared that they “wore a medical grade version of this when I got my chin lipo and when I got my chin implant. This almost certainly won’t do anything. It’s just more nonsense. They may market it as a waist trainer for your chin/jaw, but we all know it won’t do anything.”
Another Instagram user shared that they have a disorder that could benefit from something like the face wrap.
“No, but legit, I have a connective tissue disorder that caused TMJ [temporomandibular joint disorder] and my jaw recesses at night, which causes mouth breathing and allergies, so I am actually stoked for this!”
The Skims Seamless Sculpt Face Wrap seems to be taking advantage of the “morning shed” social media trend, where users go all out for their bedtime rituals, resulting in a scary and/or humorous nighttime look.
Eye masks, mouth tape, chin straps, overnight cream, bonnets and more are worn by these TikTokkers, and the idea is to wake up the next day appearing more refreshed than you did the day before.
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