Skims expands into beauty - but not how you’d expect
Kim Kardashian is once again delving into the world of beauty - not via bronzers or blushes, but through shapewear. With the launch of its Seamless Sculpt Face Wrap, Skims is repositioning itself shapewear and loungewear label, but as a brand that’s reshaping (quite literally) how consumers think about self-care.
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.
This week's launch of Seamless Sculpt Face Wrap marks 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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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.
