When reality star Kim Kardashian’s brand, SKIMS, dropped its latest range of shapewear the internet was quick to attack but also snap up their new Seamless Sculpt Face Wrap.

On July 29, the brand unveiled the compression garment that wraps the cheeks, chin and throat for $88 on its website.

Now sold out, SKIMS says, “This must-have face wrap boasts our signature sculpting fabric and features collagen yarns for ultra-soft jaw support.”

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“Velcro closures at the top and nape of the neck allow for easy, everyday wear.”

While SKIMS doesn’t specify the exact benefits, the wording suggests wearing the wrap could result in contouring the face or tightening the skin.

Registered nurse Kate Sowden, co-founder of BeautyFULL Cosmetic Medical Clinic, shared her opinion on the latest beauty trend.

“The face mask would work on the principle of compression and contouring, using tension to temporarily sculpt the jawline and reduce puffiness, much like a waist trainer for your face,” Sowden told www.20304050.best.

“The collagen-infused yarn is more about marketing than delivering medical-grade results, as topical collagen doesn’t penetrate deep enough to impact skin structure in a lasting way.”

Wearing the mask may result in short-term improvements, such as a slightly firmer jawline or reduced morning puffiness.

But Sowden — whose clinic offers non-surgical cosmetic procedures — added the results would be temporary and superficial.

“It’s great ahead of a night out or an event, but it’s not a replacement for more targeted skin tightening treatments,” the beauty expert explained.

Celebrities have also shared their views on the face wrap, with even actor Anthony Hopkins joining the shapewear debate with a playful nod to his past.

The 81-year-old likened the new face wrap to the muzzle he wore as Hannibal Lecter in the iconic 1991 horror film The Silence Of The Lambs.

Hopkins posted a video of himself on Instagram wearing the face wrap.

“Hello Kim, I’m already feeling 10 years younger,” Hopkins said in Lecter’s eerie voice before reviving the character’s iconic slurping sound.

He paired the video with the caption, “Thank you, Kim. Don’t be afraid to come over for dinner.”

Kardashian seemed to embrace Hopkins poking fun at her, later posting his video on her Instagram story, writing “I’M SCREAMING!!!!!”

Australian comedian Celeste Barber, who found global fame for her Instagram parodies of A-listers, posted about the face wraps on Wednesday.

“Skims — a company so successful at making us hate our body, they’ve now moved onto our face,” she said.

Hundreds of comments left on the SKIMS Instagram post have accused the new product of profiting off people’s insecurities.

“If by innovation, you mean oppression, then yeah. Never ends. How about you just let us BE,” one person wrote.

“Wake up babe, a new tool designed to restrain women and punish their bodies just dropped. God forbid Kim K from continuing to profit over female body-shaming,” another said.

The SKIMS face shapewear isn’t the first time Kardashian’s products have caught the internet’s attention.

In 2023, the company released bras with built-in nipples that drew both criticism and praise.

Kardashian’s new face wrap range taps into the “morning shed” trend on TikTok, where influencers show off the wide range of face, skin and jaw-enhancing accessories they wear at night including jawline-lifting straps, overnight sheet masks and mouth tape.

Mouth taping

“Mouth taping has become popular for snoring and even face-slimming claims, but from a clinical perspective, it’s not a recommended cosmetic practice,” Sowden said.

“There’s no evidence it changes facial structure, with the potential to even be risky for people with underlying breathing issues.”

Slugging

“Slugging — applying thick layers of product on the face — with products like Vaseline can be great for ultra-dry or compromised skin barriers, especially in winter,” the beauty expert revealed.

“But it’s not for everyone.

“If you’re acne-prone or using actives like retinol, slugging can trap bacteria or irritants.”

Face-lifting tape and chin straps

“These tools offer instant visual ‘snatch’ for photos or events, but they don’t deliver long-term lifting,” Sowden added.

“In some cases, they can even cause skin irritation or sagging over time due to the repeated pulling of the skin.”