The growing TikTok trend of “morning shed” videos features users embracing an “uglier” appearance at bedtime in pursuit of enhanced beauty upon waking.
Participants in this trend showcase themselves applying silicone masks and mouth tape before sleeping, then documenting the removal of these products the following morning.
Kim Kardashian, a prominent US celebrity and influencer, is now capitalizing on these extreme bedtime rituals with the launch of face shapewear from her Skims brand.
Forbes estimated the company, renowned for its figure-hugging lingerie, to be worth $4 billion as of July 2023.
The new mask, priced at £52 and marketed as providing a “sculpted” jawline, sold out in under 24 hours.
However, this face shapewear has sparked considerable debate online, with some praising it as the future of non-invasive contouring, while others denounce it as dystopian and accuse the company of fostering insecurity among women.
Although face wraps are not a novel concept and have been used post-surgery for years, Skims has rebranded them as a “must-have” item for “everyday” use, intended to “shape and sculpt” the face.
Beauty influencers on TikTok are combining face wraps with other viral skincare trends like gua sha and mouth taping, aiming to achieve optimal skin by morning.
Skincare expert Laura Porter told the BBC that the face wrap is being marketed to Gen Z and younger millennials, noting that Skims’ campaigns typically feature models in their 20s and are endorsed by celebrities like Kylie Jenner, who has a young fan base and leverages social media trends.
“The branding and tone of messaging signal it is directed toward women who follow beauty trends and influencer culture,” Porter explains.
Skims collaborates with beauty influencers to promote its products, and some on TikTok are claiming the new face wrap delivers instant results.
“The way this face wrap has elevated my morning shed is crazy, my jawline has never been this snatched,” one young beauty influencer said in a video.
However, medical professionals assert that there is no scientific basis for the claims surrounding the snug-fitting wrap.
Dr. Anna Andrienko, an aesthetic doctor specializing in cosmetic procedures, tells the BBC that while these garments “may offer some temporary sculpting or de-puffing effects due to pressure and heat retention,” the results are far from permanent.
“These face wraps do not deliver lasting contouring or skin-tightening results,” she explains. “At best, they can reduce fluid retention short term. At worst, overuse may lead to skin irritation, breakouts, or circulation issues if worn too tightly or for prolonged periods.”
Dr. Andrienko also dismisses the product’s reference to “being infused with collagen yarns”.
Collagen is a protein vital to skin elasticity and firmness, but there’s little evidence that fabric containing collagen can deliver measurable benefits.
Beyond the question of medical efficacy, critics argue that such products fuel harmful beauty ideals, reinforce insecurities, and suggest that even sleep must be optimized for aesthetic gain.
Porter says products like these can impact body image, particularly among younger consumers.
“When we start targeting areas like the chin or jawline with compression wraps, it sends a message that even natural, structurally normal features need fixing,” she says. “Over time, this can chip away at self-esteem, making people feel inadequate unless they’re constantly tweaking or reshaping themselves.”
Former model Chloe Thomas agrees, saying products promising to slim and sculpt the face “turn the clock back on any progress we might have been making with body image acceptance”.
Body positive activist Michelle Elman likens the wrap to something you would see in the dystopian world of The Handmaid’s Tale.
She is concerned consumers buying the product believe they will have the same face as Kim Kardashian if they wear the wrap.
“That’s not true because she went to expensive facialists and beauty technicians to get her face and jawline, not because of a piece of material,” she says.
The product’s launch this week has caused a stir – on Skims’ Instagram post for the face wrap, one person asked if it was an April Fools’ joke, while another said they couldn’t tell if the brand was trolling customers.
Several people said the product is contributing to “bad self-esteem among young people”.
The BBC has contacted Skims for comment.
Some people also jokingly compared it to Silence of the Lambs’ villain Hannibal Lecter’s restraint mask.
Anthony Hopkins, who played Lecter in the 1991 film, resurrected his character, and posted a video mocking the headwrap.
“Hello Kim, I’m already feeling 10 years younger,” he said in the clip.
Porter says many “morning shedding” rituals online have “tipped into the realm of performative beauty”.
While it may have started as genuine self-care, it’s not become about “aesthetic perfection, rather than realistic or sustainable skincare”.
“Many trends may look impressive online, but they often prioritise visual trends over evidence-based practices.”
Mouth taping, another trend that’s part of the “morning shed” routine, claims to improve sleep quality, facial symmetry and even jaw definition.
But while it’s framed as a wellness hack, medical professionals have raised concerns as restricting mouth breathing can be dangerous for people with sleep apnoea or undiagnosed respiratory issues.
Unlike pharmaceuticals, most cosmetic products, including those with sculpting claims can fall into a regulatory grey zone.
This gives brands leeway to imply benefits through marketing language, user testimonials, and influencer content, rather than make direct claims that would require scientific backing.
Porter recommends that people “look beyond buzzwords” and seek out objective perspectives, rather than influencer promotions.
“Be wary of exaggerated promises such as “instant lift,” “snatched,” or “face sculpted overnight,” which often prioritise marketing over science, she adds.
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