Ever since it launched in 2019, Kim Kardashian’s brand Skims has sold all sorts of shapewear — including bodysuits, waist trainers, and more.
And now, the billion-dollar company is selling shapewear for faces, too.
Going for $48, the “Seamless Sculpt Face Wrap” — which comes in two shades, “Clay” or “Cocoa” — is marketed on the Skims website as a “must-have face wrap” that is suitable for “easy, everyday wear.”
“Our first-ever face innovation is here. This must-have face wrap boasts our signature sculpting fabric and features collagen yarns for ultra-soft jaw support. Velcro closures at the top and nape of the neck allow for easy, everyday wear,” the description reads.
Per the Skims website, the product is already sold out in both shades.
Discussing the product further on Instagram, Kim described the face wrap as “a necessity.” She said in a video, “OK guys, so you know we’ve been doing shapewear for a really long time, 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,” she added.
Reacting to the new product, several internet users were not at all impressed and accused Kim of profiting from women’s insecurities.
“Another thing to make women feel insecure! Ladies we don’t need it!!!!!!!!” another comment read. “Does anyone else think this is too much and raises beauty standards?” someone else questioned.
Some users argued that the face wraps could be useful for anyone suffering with jaw dysfunction, such as TMJ or other temporomandibular disorders. However, many people took issue with Kim’s decision to sell a product advertised as a “sculpting” face tool when the Kardashians have famously undergone multiple cosmetic procedures to look the way that they do.
“If this works so well, why didn’t Kris Jenner use this instead of spending thousands of dollars on a face lift?” someone commented, while another person simply questioned, “Does Kim wear this every night?”