Kim Kardashian’s shapewear brand, Skims, has recently introduced a new product that has sparked conversations regarding contemporary beauty standards. The Seamless Sculpt Face Wrap, priced at $48, is designed to contour the cheeks, neck, and chin, providing a lifted appearance similar to that of post-surgery compression garments. Released on Tuesday, the product quickly garnered attention online and is currently available only through a waiting list, highlighting its popularity.
According to Dr. Jonathan Sykes, a Beverly Hills plastic surgeon and former president of the American Academy of Facial Plastic and Reconstructive Surgery, the wrap’s design—with its chin strap and Velcro closures—resembles bandage-type garments often worn by cosmetic surgery patients. This comparison raises questions about societal pressures to conform to specific beauty ideals.
Skims promotes this facial wrap as being crafted from signature sculpting fabric, akin to its shapewear range, and claims to incorporate “collagen yarn,” although further details about the material’s efficacy are unknown as the company has not yet commented.
This introduction of the face wrap by Skims could reflect a growing trend where beauty brands are increasingly blurring the lines between non-invasive beauty solutions and surgical procedures, appealing to consumers’ desire for an enhanced appearance without medical intervention. While such products can offer consumers alternatives, they may also amplify the conversation surrounding unrealistic beauty standards in society.
By providing innovative products, Skims continues to set trends in the beauty and fashion landscape, opening the door to future discussions about self-image and beauty acceptance.