Originally appeared on E! Online
Kim Kardashian isn’t skimping on the potential of shapewear.
That’s why the “Kardashians” star’s SKIMS brand just released a face wrap designed to shape the jawline.
Described on the label’s website as “the first-ever face innovation,” the swaddle — which comes in dark brown and tan colors — is made with “signature sculpting fabric and infused with collagen yarns for ultra-soft jaw support.”
“You know we’ve been doing shapewear for a really long time,” Kardashian began in a video shared on her Instagram Stories July 29, “and now we’re going to offer really amazing face shapewear, which is such a necessity.”
She added, “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.”
But not all fans were sold on the new product, with some likening it to bandages for plastic surgery.
“‘Post-op core’ is the new thing now??” one Instagram user joked quipped under SKIMS’ announcement, while another quipped, “This is what healing after a facelift or chin lipo looks like.”
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However, others pointed out that a face wrap may be able to help those suffering from jaw pain and other temporomandibular joint (TMJ) disorders, a group of conditions that affect the chewing muscles.
“Those hating clearly don’t know what TMJ feels like,” a fan wrote in the comments section. “This is a huge W.”
And this isn’t the first time SKIMS left the internet divided. When the company launched a line of bras with built-in nipples in 2023, reactions ranged from head scratches to praise.
“Honestly, I wasn’t expecting all of the amazing feedback that we got from a lot of breast cancer survivors,” Kim noted during a 2024 appearance on Jimmy Kimmel Live, adding that the bras were “molded after my own boobs.”
“I showed up to a meeting once and I was so insecure that I was covering my hair to not show them,” she explained of the original design, “so I think we’re going to make one with a half nip. Like, not as hard.”
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