Skims launches face shapewear with ‘collagen yarn’

Kim Kardashian’s Skims has announced the launch of its debut face shapewear, a supportive facial swaddle with built-in “collagen yarn” designed to sculpt the face.

Dubbed the “Seamless Sculpt Face Wrap”, the Los Angeles-based shapewear brand’s first-ever face device comes in two shades — a lighter Clay and darker Cocoa — and is made with “signature sculpting fabric and infused with collagen yarns for ultra-soft jaw support,” much its cult-followed shapewear for the body.

“You know we’ve been doing shapewear for a really long time,”and now we’re going to offer really amazing face shapewear, which is such a necessity,” said Kardashian in a video on Instagram.

For ease and support, the facial shapewear has a Velcro closure at the top of the head and the nape of the neck, with two openings at the ears. 

“It just snatches your little chinny chin chin with the jaw, and it’s super comfortable to wear at night or just around the house,” continued the entrepreneur, when talking about her new face shapewear.

Much like Skims’ unveiling of it now infamous nipple bra, a bra with built-in nipples to give the visual illusion of not wearing a bra at all, internet reactions to the new face shapewear online have been mixed, with some equating it to post-op bandages used to aid recovery after plastic surgery.

Despite the criticism, the Seamless Sculpt Face Wrap, priced at $48,  is already sold out on the Skims website.

Earlier this month, Skims revealed new partnership with League One Volleyball, which the innerwear brand step up as official loungewear, intimates, and sleepwear partner for the U.S. women’s sports team.