Called the Seamless Sculpt Face Wrap, it takes off from the viral “morning shed” ritual on TikTok and boasts Skims’ signature sculpting fabric.
Kim Kardashian keeps on proving she’s the quintessential entrepreneur with the launch of her brand Skims’ new product, which already has (unsurprisingly) flown off the shelves.
Launched on July 29 and called the Seamless Sculpt Face Wrap, it is the clothing company’s first venture into a beauty product. While it may not be part of the highly anticipated Skims beauty line, it fits nicely into the beauty sphere.
Seamless Sculpt Face Wrap retails for $48 (P3,000) on Skims’ website and is already sold out at the moment. The product features the label’s signature “sculpting fabric” and collagen yarns for jaw support, and is described as a “must-have addition to your nightly routine.”
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The product leverages the “morning shed” trend on TikTok, which got its name from individuals applying various skincare and self-care products before bed, then “shedding” them off in the morning to reveal what they claim is rejuvenated skin and hair. Among the items popularized by this viral routine are various face, skin and jaw-enhancing accoutrements such as chin straps, castor oil stomach wraps, overnight sheet masks, and mouth tapes.
People magazine described the Seamless Sculpt Face Wrap as reminiscent of a beauty regimen featured in the 1992 dark comedy and cult favorite Death Becomes Her. In the movie, Meryl Streep’s character Madeline Ashton lounges on a couch while donning a tan face wrap around her neck and jaw. The product is fastened at the top of her head , similar to how the Skims product is worn.
Fast forward to 33 years later, Skims’ iteration of that face wrap is advertised as offering strong support along one’s jaw and neck, and includes velcro closures at the top and nape of the neck, allowing for easy, everyday wear. It is currently offered in two gorgeous neutral colors, clay and cocoa.
Now, the $48-dollar question is, will the Seamless Sculpt Face Wrap deliver on its promises? In the wake of the viral “morning shed” ritual, experts have weighed in on the previously mentioned TikToker-endorsed beauty tips. Facial plastic surgeon Dr. Joel Kopelman, for example, told Yahoo Life the alleged benefits of overnight chin straps are not proven.
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“Chin straps are often marketed with promises of lifting the face, reducing double chins and improving the jawline,” he told the outlet. “While they might offer a slight and temporary improvement in appearance by compressing the soft tissues, there is no scientific evidence to support significant or lasting benefits.”
Reconstructive surgeon Dr. Michael Bassiri-Tehrani added that compressive dressings tend to only be useful following surgery. “A normal, healthy individual who has not undergone surgery will have minimal swelling from lying flat and, as a result, no real cosmetic benefit from this,” he said.
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It remains to be seen whether or not Skims’ Seamless Sculpt Face Wrap will prove itself to be a worthy addition to your beauty regimen—or if it’s the key to eternal youth (like that magic potion in Death Becomes Her). I wouldn’t be surprised, though, if it will be another one of those influencer-influenced products that end up not having much of a real purpose or value.
Kim Kardashian co-founded Skims in 2019 with Jens and Emma Grede. Six years from its launch, the shapewear and apparel company has skyrocketed to commercial—and even cultural—success, earning a $4 billion valuation according to a July 2023 report in The New York Times.
In March 2025, Skims purchased Kardashian’s beauty line Skkn by Kim from Coty and shut it down on June 29 to make way for an upcoming Skims beauty line that is expected to launch next year.
