Kim Kardashian heads back into beauty - but not how you’d expect
Kim Kardashian is no stranger to the beauty world. From the contour kits that defined a generation to her now-shuttered KKW Beauty, the reality star turned entrepreneur has long had a hand in shaping how we define beauty. But her latest move is a return to the category - not via bronzers or blushes, but through shapewear.
This week, bodywear and shapewear brand Skims launched its first-ever Seamless Sculpt Face Wrap, marking an unexpected crossover between beauty and bodywear. The product promises to sculpt, define and support the lower face and neck using compression technology - the same innovation that made Skims a billion-dollar brand.
The Face Wrap is made from breathable power mesh and jersey, and is intended for both wear-at-home treatments and overnight use. It's made with Skims' signature sculpting fabric and infused with collagen yarns for ultra-soft jaw support.
Since announcing the launch on social media, fans flocked to the comments with mixed reactions. Beauty expert Caroline Hirons commented, "Is this April Fool's?". Another user adds: "What in the Handmaid's Tale is this?". However, some were thrilled at the announcement, commenting: "I have a connective tissue disorder that caused TMJ and my jaw recesses at night, which causes mouth breathing + allergies, so I am actually stoked for this!" and "I’d use this over mouth tape".
Priced at £52, it sold out within hours of launch in the US, as fans rushed to try the latest Kardashian-approved beauty tool.
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The move positions Skims not just as a shapewear and loungewear label, but as a brand that’s reshaping (quite literally) how consumers think about self-care. While the product is not a skincare treatment in itself, it's being marketed as an add-on to your beauty ritual. Think post-serum ot pre-sleep.
Skims has leaned into the rising popularity of non-invasive sculpting methods, a trend propelled by TikTok face taping, lymphatic drainage massages and jaw-defining gadgets. But unlike these often clinical tools, the Face Wrap is undeniably Skims: minimal, stretchy, skin-toned and paired with sleek campaign imagery.
This launch also comes amid speculation that Kardashian is preparing to relaunch KKW Beauty or introduce a new colour cosmetics brand altogether. Last year, she teased a return to makeup, potentially under a new name (SKKN by Kim Makeup), but remained tight-lipped on timelines. Until then, Skims' Face Shape launch gives fans a new way to experience "Kardashian beauty", not with contour sticks or highlighters, but with compression, curves, and clever branding.
