Reality star and business mogul Kim Kardashian has ignited debate with the launch of a new face wrap under her Skims brand, riding the wave of a growing TikTok trend known as “morning shed.” The product, which sold out in less than 24 hours at a retail price of £52, is marketed as a way to “sculpt” the jawline overnight—without the need for cosmetic procedures.
Inspired by viral videos of influencers swaddled in silicone masks and mouth tape during sleep routines, the trend promotes the idea that the less attractive you look at bedtime, the more refreshed you’ll appear by morning. Skims’ new face wrap claims to support this transformation, promising a contoured look by morning through facial compression.
While similar wraps have long been used in post-surgical care, Skims has repositioned the product as an everyday beauty tool. Social media influencers have jumped on board, with videos claiming instant results. “My jawline has never been this snatched,” one TikToker declared.
However, the product has sparked significant backlash from medical experts and body image advocates alike.
Dr. Anna Andrienko, an aesthetic doctor, told the BBC that the benefits of the wrap are minimal at best. “These face wraps may offer temporary de-puffing due to pressure, but they do not deliver long-lasting contouring,” she said. She also dismissed claims that the material’s collagen-infused fabric could meaningfully impact skin elasticity.
Critics argue that beyond dubious results, the product fuels unrealistic beauty standards—particularly among young women. “The branding sends the message that even normal features, like your jawline, need ‘fixing’,” said skincare expert Laura Porter. “This kind of messaging chips away at self-esteem.”
Former model Chloe Thomas added that products like these risk reversing progress made in promoting body positivity, while activist Michelle Elman compared the trend to something out of The Handmaid’s Tale, calling it a “dystopian” shift in beauty culture.
Online reactions were mixed. While some praised the innovation, others ridiculed the face wrap, with one commenter calling it “an April Fools’ joke.” A viral comparison to Hannibal Lecter’s mask even prompted actor Anthony Hopkins to parody the product in a video, joking, “Hello Kim, I’m already feeling 10 years younger.”
As concerns grow over the impact of beauty trends on mental health, especially among Gen Z, the Skims face wrap may be profitable—but it’s also proving divisive. The BBC has contacted Skims for comment.
