Kim Kardashian’s shapewear line Skims has debuted a new product, for the face.
Yes, you read that right.
On Tuesday the brand released the seamless sculpt face wrap and it sold out immediately online.
“Our first-ever face innovation is here. This must-have face wrap boasts our signature sculpting fabric and features collagen yarns for ultra-soft jaw support. Velcro closures at the top and nape of the neck allow for easy, everyday wear,” the description reads.
The $48 wrap comes in two colors: clay and cocoa.
Users are advised to wear it while sleeping, then take it off in the morning for a more sculpted jawline and face shape.
The item is being described as “a must-have addition to your nightly routine.”
The item follows the popular “morning shed” TikTok trend, which is the process of removing removing skincare and beauty products applied before bed, like sheet masks, mouth tape, chin straps and hair bonnets.
Some plastic surgeons tell PEOPLE Magazine that while the chin straps might offer a temporary improvement, there is no scientific evidence to support that it works long term. They also added that compressive dressings like this are typically only useful after surgery.
While some customers are excited to try, others were apprehensive.
“Is it April Fools?” wrote one follower on the Skims Instagram post.
“What in the Hannibal is this?” wrote another referencing Hannibal Lecter from “The Silence of the Lambs.”
“I need a Mayor of Whoville campaign come Christmas,” wrote another.
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