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 on a waitlist. Social media buzzed with videos of people trying it on, praising its comfort and futuristic look.

However, 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 worsen swelling. “In doing so, you will only exacerbate your under-eye puffiness and facial swelling, as this thing compresses the outflow track of your lymphatics in 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 to the fact 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, a 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 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. According to Dr. Robert Cialdini, an influence researcher, "The presence of a celebrity can create a shortcut in our decision-making process, leading us to trust the product more readily." This phenomenon may help explain the instant sell-out of the Skims face wrap, despite its unconventional nature and potential health concerns. As noted by Dr. Esther Perel, a couples therapist and author, "When we see someone we admire using a product, it can trigger feelings of connection and desire, often resulting in impulsive purchases."

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 David Bach, a financial author, "When people perceive something as scarce, it often becomes more desirable, leading to impulsive buying behavior." This aligns with the idea that consumers tend to view scarce goods as more valuable. The fact that the face wrap sold out almost instantly could have amplified this effect, as noted by Dr. Alexandra Solomon, a relationship therapist, who states, "Scarcity can create a sense of urgency that drives consumers to act quickly."

The Role of Social Media in Consumer Behavior

Social media also plays a significant role in shaping consumer behavior. According to Dr. John Gottman, marriage researcher, "Social media can create a sense of community and belonging, which can significantly influence purchasing decisions." This aligns with findings from various studies that suggest consumer engagement with a brand's social media content positively influences 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. As Dr. Angela Duckworth, a renowned psychologist and author, states, "People are often influenced by what they see others valuing, especially when it comes to products endorsed by celebrities." This highlights the complex psychological dynamics at play in consumer purchasing decisions, particularly in the realm of celebrity-endorsed products. For further insights, visit Dr. Angela Duckworth's website.