Kim Kardashian’s brand’s latest release is sparking confusion — and a lot of doubt. Two experts reveal what’s really going on.
From Kendall’s Pepsi ad to Kim’s out-of-touch business advice, the Kardashians are no stranger to controversy. This kind of unbridled freedom — with no risk of any real consequences — often shows up in their own brands and product, too. Think back to Kylie claiming her suddenly fuller lips were all down to liner to sell her own (and then admitting she had filler), or Kim’s nipple-piercing bra.
Now there’s Kim’s latest release, the Skims Seamless Sculpt Face Wrap. For £52, the brand’s first ever ‘face innovation’ claims to sculpt and tighten the face, like shapewear for your jawline.
Given the current obsession with ‘snatched’ facial features — a trend arguably popularised by the Kardashian family themselves — it’s hardly a surprising move. We’re painfully aware of how influential the Kardashians are when it comes to shaping beauty standards, but the idea of ‘head shapewear’ is ringing dystopian alarm bells for the L360 team.
While it’s certainly eye-catching (and, let’s be honest, a little tempting — who wouldn’t want to tighten and mould their face without going under the knife?) — it’s understandably raising some exasperated eyebrows.
We spoke to two experts to find out what the product is really offering.
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What does the Skims Seamless Sculpt Face Wrap do?
Made from the same material as the brand’s bestselling bodysuits, the Face Wrap is essentially a compression garment, just aimed at your jawline instead of your waist.
Apparently, the fabric is infused with ‘collagen yarn’, and Skims claims it can reduce puffiness and help sculpt the face, especially when worn overnight.
Is there any science behind it?
While ‘collagen yarn’ may sound appealing at first, especially given collagen’s role in skin health, some experts aren’t convinced.
According to Dr Antonia Moore, the so-called collagen-infused fabric offers no real benefit. “Even topically applied collagen does nothing,” she says, “and collagen in fabric certainly can’t penetrate the skin or stimulate production.” Collagen is most effective when ingested and, even then, results can vary.
Dr Dev Patel, aesthetics doctor and founder of CellDerma, agrees: “At best, it may offer superficial hydration, but it won’t lead to any meaningful, long-term structural change,” he says.
As for the ‘sculpting’ effect, he likens it to a post-op compression garment. Any change is likely just “temporary lymphatic fluid redistribution — the same as when a sock leaves a mark on your leg”.
Does the Skims Seamless Sculpt Face Wrap actually work?
In clinical settings, compression garments are used post-procedure (for example, facelifts, buccal fat removal liposuction) to help manage swelling and support tissue healing.
But when it comes to everyday use, there’s no scientific evidence that facial shapewear offers any lasting sculpting or tightening benefits.
You might see a short-term, slightly more ‘snatched’ look immediately after removal, but this effect is purely down to reduced puffiness. According to Dr Patel, there’s no real structural change, the effects are superficial and short lived: “just temporary lymphatic drainage and minimising fluid retention.”
That said, when used occasionally and correctly, facial shapewear can act as a temporary de-puffing tool or styling aid. But, like anything that applies pressure to the skin, it’s important to use it in moderation to avoid irritation or other unwanted side effects.
Is it dangerous?
Generally, it’s safe to wear or even sleep in something like the Skims face wrap, as long as it fits properly and isn’t too tight. But some experts advise against regular overnight use.
“Prolonged compression, especially while sleeping, can potentially lead to skin irritation, pressure marks, or even barrier disruption, particularly if the fabric isn’t breathable or is worn too tightly,” warns Dr Patel.
It may also impair healthy lymphatic flow and circulation, which is actually counterproductive to the skin benefits the product claims to offer.
Dr Patel advises limiting use to two or three times per week and always applying it to clean, hydrated skin.
Read more: Kim Kardashian’s dermatologist shares the secrets to her flawless skin
What’s the bigger issue with face wraps?
Beyond what Dr Moore calls, the “gimmick,” there’s a wider conversation here. What kind of message does this product send, especially to people struggling with body image or dysmorphia? The suggestion that you can (or should) constantly sculpt body parts that naturally resist change feels problematic — even the word ‘sculpt’ feels strategic and harmful here.
And let’s be real, it’s hard to believe Kim just wears a Face Wrap at night and wakes up camera-ready.
So, should you buy the face wrap?
According to the experts, that’s a resounding no, especially if you’re looking for real, long-term skincare or sculpting results.
“It may serve as a novelty or Instagram prop,” says Dr Moore, “but it’s really just a gimmick, unless you’re managing post-facelift swelling.
Not only does the product lack real benefits, but it also reinforces unrealistic standards — that every inch of your face and body should be sculpted, tight and contoured at all times.
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Read more: This anti-wrinkle beauty trend could actually make your skin worse
Alternative ways to tone your face
If you’re seeking real improvements in tone, firmness and skin structure, Dr Patel suggests evidence-backed solutions like energy-based devices (radiofrequency, ultrasound), collagen-boosting skincare like or facial massage to support lymphatic flow.
As for facial ageing, there’s no miracle fix. Dr Moore points out that bone resorption and fat pad loss are simply part of the process. But lifestyle tweaks can help: “Adopting a longevity-based skincare routine and maintaining jaw strength (even through something as simple as dental check-ups and chewing ability) can help preserve facial structure as we age.”
She also recommends:
- Sleeping on your back to avoid compression lines
- Using silk pillowcases
- Daily sun protection
Read more: Don’t sweat it: Botox emerges as a surprising fix for excessive sweating — but is it safe?
Still curious? Try a dupe
If you’re tempted to experiment but want to avoid feeding into the hype, these three cheaper alternatives aren’t quite the same thing but offer a similar experience:
- Leonisa Post-Surgical Facial Compression Wrap
- ParaFaciem Reusable V Line Mask
- Botanics Silicone Sheet Mask
Feature image: Flickr / Anderson Cruz
