Kim Kardashian's controversial new face shapewear has caused outrage as people say she's "gone too far".
Kardashian’s billion-dollar brand, Skims, has moved beyond the body entirely - with the launch of its first-ever product for the face.
Yes, face shapewear is now a thing.
Skims’ new “Seamless Sculpt Face Wrap” retails for $48 and comes in two shades: “Clay” and “Cocoa.”
Described on the brand’s website as a “must-have face wrap,” the product boasts “collagen yarns for ultra-soft jaw support” and features velcro closures for everyday use.
According to the listing, it’s suitable for “easy, everyday wear.”
Kardashian herself hyped the product on Instagram, calling it “a necessity.”
In a video, she explained: “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.” She added: “It just snatches your little chinny chin chin… It’s super comfortable to wear at night or just around the house.”
But while Kim’s fans may be intrigued, the internet isn’t exactly thrilled. In fact, backlash came fast, with many accusing Kardashian of promoting unrealistic beauty standards - and profiting from the insecurities she helped create, per Yahoo!
“Gotta give Kim credit, she’s always at the forefront of identifying new things for women to be insecure about and profiting off them,” one Reddit user wrote. Another added: “Why the hell does everything about a woman need to be ‘fixed’ holy hell.”
Comments flooded Instagram, with one person saying: “SKIMS: Making women feel bad about themselves since 2018,” and another mocking: “State of the world in shambles, people dying … Kim: New Hannibal Lector Nylon face wrap just dropped!!!”
“Another thing to make women feel insecure! Ladies we don’t need it!!!!!!!!” one commenter declared, while someone else asked: “Does anyone else think this is too much and raises beauty standards?”
“It’s not just about the product,” said Jaimee Krawitz, founder of the Hide N Seek Foundation, in an interview with news.com.au. “Products like this reinforce the idea that even our faces need ‘fixing’ to be acceptable, feeding into a relentless cycle of self-surveillance and perfectionism.
“For young people especially, it sends a harmful message that natural features aren’t enough, eroding self-worth and distorting what beauty really means. It’s not just about the product, it’s about the pressure it silently places on those watching.”
Some did try to defend the face wrap, pointing out its potential benefits for people with jaw pain or TMJ.
But the product isn’t marketed as a medical tool - it’s marketed as a beauty must-have. And that’s exactly where the criticism lies.
“If this works so well, why didn’t Kris Jenner use this instead of spending thousands of dollars on a face lift?” one person questioned. Another simply asked: “Does Kim wear this every night?”
Cosmetic experts have also weighed in, noting that any slimming effects are likely temporary, stemming from a brief reduction in swelling or puffiness.