Doctors Warn Skims’ Viral Face Wrap Could Backfire: “Finally, Someone Said It”

Kim Kardashian’s shapewear brand Skims has sparked yet another online frenzy — but this time, it’s not over leggings or bodysuits. Last week, the company launched the Seamless Sculpt Face Wrap, a jawline-compressing headpiece priced at $82 (£52).

Marketed as being made from Skims’ “signature sculpting fabric” and “infused with collagen yarns for ultra-soft overnight jaw support,” the unusual product sold out almost instantly, leaving curious shoppers stuck on a waitlist. Social media buzzed with videos of people trying it on, praising its comfort and futuristic look.

But not everyone is convinced it’s the beauty shortcut it claims to be.

Plastic Surgeon Raises Red Flags

Plastic surgeon Dr Faryan Jalalabadi (@drjaluvmabody) posted a TikTok response that was part lighthearted, part serious. “Shout out to Skims for giving my post-op patients another jaw bra alternative to try,” he said, noting that the design does appear comfortable.

The catch? His approval only applies to people who have recently had surgery.

“If you have not undergone a facelift, neck lift, or neck lipo in the last two weeks, there is no reason for you to wrap your face and neck,” he warned.

Dr Jalalabadi explained that unnecessary compression could actually make swelling worse. “In doing so, you will only worsen your under-eye puffiness and facial swelling as this thing is compressing the outflow track of your lymphatics of your face,” he said, pointing to his cheeks and neck.

His comments struck a chord, with one user writing, “Finally — someone said it! Thank you.” Another added, “Thank you for this PSA. Maybe people will wake up that they sell us products for problems we didn’t even know we had.”

Kim Kardashian Reacts to Anthony Hopkins Poking Fun at Her SKIMS Face Wrap

Another Expert Weighs In

Dr Nikita Desai, medical doctor at Harley Street Skin Clinic, echoed the concerns. “While they can be fun to try out for a quick beauty routine, it’s worth noting that wearing a facial wrap for an extended period of time is not something I would advise,” she said.

She warned that prolonged use can restrict circulation, which could cause facial swelling — the opposite of the “snatched” look people are hoping for. It can also lead to skin irritation and discomfort, especially for those with TMJ disorders or sensitive skin.

Dr Desai was clear about the limits of such products. “They can’t offer permanent changes like facial contouring, fat reduction, or collagen boosting,” she said. “Any changes you see will reverse in a matter of hours as the compression loses its effect.”

The Influence of Celebrity Endorsements

It's well-documented that celebrity endorsements can significantly impact consumer behavior. A study by McCracken (1989) suggests that celebrities transfer their perceived attributes to the products they endorse, affecting consumers' purchase decisions. This could explain the instant sell-out of the Skims face wrap, despite the product's unconventional nature and potential health concerns.

While the Skims face wrap might be an intriguing addition to a short-term beauty routine, experts caution against expecting lasting results

The Takeaway

While the Skims face wrap might be an intriguing addition to a short-term beauty routine, experts caution against expecting lasting results — and warn it could cause more harm than good for the average user. As with many viral beauty products, the hype may be stronger than the science.

Furthermore, the concept of 'scarcity' in consumer psychology could also play a part in the product's popularity. According to the Scarcity Principle by Cialdini (1995), consumers tend to perceive scarce goods as more valuable, leading to an increased desire to purchase. The fact that the face wrap sold out almost instantly could have amplified this effect.

The Role of Social Media in Consumer Behavior

Social media also plays a significant role in shaping consumer behavior. A study by De Vries, Gensler, and Leeflang (2012) found that consumer engagement with a brand's social media content positively influences consumer behavior, including purchase intention. Given that Skims heavily markets its products through social media, this could also have contributed to the rapid sales of the face wrap.

Analysis & Alternative Approaches

In conclusion, the rapid sales of the Skims face wrap can be attributed to a combination of factors, including the influence of celebrity endorsements, the scarcity principle in consumer psychology, and the role of social media in shaping consumer behavior. These factors highlight the complex psychological dynamics at play in consumer purchasing decisions, particularly in the realm of celebrity-endorsed products. (De Vries, Gensler, & Leeflang, 2012).