• Skims adds a new beauty tool to its fast-growing lifestyle portfolio: a face sculpting wrap for jawline definition.
• The brand, founded by Kim Kardashian, is now valued at over $4 billion with expanding product lines across shapewear, loungewear, and wellness.

I remember the buzz around its launch back in 2019. Instagram was flooded with shots of Kim Kardashian in chic skin-tone bodysuits that offered something beyond mere compression. It felt like just another celebrity vanity project, easy to dismiss. But that changed fast.

Founded by Kim Kardashian with Jens Grede and Emma Grede, Skims didn’t just ride the wave of body positivity—it redefined how shapewear could be perceived globally. With size-inclusive ranges and a deliberate visual aesthetic of earthy tones and minimal packaging, the brand found its rhythm with younger consumers who didn’t want the drama of traditional lingerie brands.

Now valued at over $4 billion and reportedly hitting $500 million in sales in 2022 with a projection of $750 million for 2023, Skims has positioned itself as more than an underwear label. It’s a lifestyle proposition. From loungewear to swimwear and now wellness tools, its very careful growth is ambitious.

And with the presence of Kim Kardashian, who is reportedly involved in nearly every facet, from fit testing to campaign styling, it is spoken in a language that is aspirational and somewhat practical at the very same time.

The Face Sculpting Wrap — What It Actually Is

The latest launch from Skims is a compact, adjustable face wrap designed to support facial contouring and integrate seamlessly into your existing beauty routine. The price is pegged at just $48 (approx. £37). It sits comfortably in the budget for an ‘accessible warranty’.

The first time that I wore it, I hadn’t really known what to expect. It felt like a soft compression on the forehead, fitted with the typical elegantly neutral flair of Skims – it looks clean and just polished enough not to feel like a gimmick.

According to product listings, the wrap is constructed using a sculpting blend that includes collagen-infused yarns, adding a unique touch to the usual recycled nylon and spandex formula Skims is known for. There are no zips, no wires, and no electronic parts. You simply slip it on under your chin and over your head, then wait 20–30 minutes while going about your routine.

Product Specs:

• Price: $48 (approx. £37)
• Material: Sculpting blend with collagen-infused yarns
• Colours: Clay and Cocoa (as per official website)
• Machine washable (based on standard fabric care assumptions)
• Country of origin: [Unverified] Believed to be China, but not officially confirmed for this product

It’s important to state: the brand makes no medical claims. Really, it has no permanent effect on lifting or tightening your skin. The treatment really remains simply a very gentle addition to your beauty routine that helps to drain lymphatic fluids and will, especially if used with serums or moisturisers, speed the absorption of these products into the skin.

Why the Jawline Has Everyone’s Attention

If you’ve been on TikTok anytime in the last 18 months, you’ll know that jawline sculpting is having a moment. The tag #jawlinecheck has surpassed 1 billion views. The younger crowd are searching out non-invasive possibilities to contour their face. Indeed, gua sha stones and ice rollers are slowly making their way to bathroom shelves. 

However, this trend isn’t just about appearance – it’s about stealing an hour of time. Facial tools allow users to practise wellness in short, daily rituals. Ten minutes of massage with the right accessory can feel as productive as a 45-minute face yoga class.

That’s where a product like the Skims Face Sculpting Wrap lands so well. It asks nothing from you except that you wear it. No pulsing currents. No complex tutorials. Just passive engagement with potential visual payoff.

Simplicity as the Selling Point

Skims has always excelled in creating items that blend into a modern lifestyle without disruption. The face wrap is no exception.

Its simplicity is what makes it effective for the demographic it targets—mainly 20- and 30-somethings balancing skincare obsessions with social fatigue. It’s designed for multitasking. You can wear it while applying your eye patches or running through your inbox. And because it’s neutral and sleek, it doesn’t look absurd if someone catches you in it on Zoom.

A Global Take on a Regional Trend

Face compression wraps aren’t new. If you’ve shopped in Seoul or Tokyo beauty aisles, you’ll have seen similar products promising everything from V-line shaping to post-surgical compression. What Skims has done is make the idea palatable—and aspirational—for a global audience.

By attaching the wrap to its wellness category and marketing it with the visual polish it’s known for, Skims elevates the product from a novelty item to something that looks like it belongs in your skincare drawer.

The Digital Rollout — How Gen Z is Driving Awareness

The face wrap’s launch didn’t rely on big-budget TV ads or celebrity endorsements beyond Kardashian herself. Instead, in line with the core consumer, the rollout was Instagram Reels, TikTok tutorials, and influencer try-ons. 

Within a couple of days, dozens of creators had their unboxing videos up and first-use reviews following. One message was clear: “This is simple, and it just makes my jawline look more defined, at least for the day.”

And that seems to be the point. The wrap isn’t a promising transformation. It’s promising a moment of intentional care.

The Competition — How Skims Stacks Up

In the growing facial tool category, competition is strong. Brands like FaceGym offer sculpting tools and wraps at various price points, with some kits reaching over £80. CurrentBody’s LED masks start at approximately £200 and are often backed by dermatological testing.

Skims takes a different path. It’s passive, priced lower, and rooted in comfort and familiarity. Its positioning is less about technological results and more about reinforcing a lifestyle that values beauty rituals.

Should You Buy It?

Maybe neither is! Yet they remain esteemed by the few who appreciate the subtle improvements that bring grounding to their daily rituals. 

If you are someone who already enjoys skincare routines and does not mind a bit of splurging on small add-ons, then the Skims face sculpting wrap might seem a further natural step. Portable, travel-friendly, and, of course, Skims has made it photogenic.

And at around £37, it remains a relatively low-risk beauty experiment.

A Step Into Something Bigger

What this product really signals is Skims’ future.

The brand is steadily evolving into a full-spectrum lifestyle player. With a tool like this setting up the wellness category, Skims is indeed testing waters before actually jumping in for skincare or fragrance or perhaps personal care tech.

As a global fashion journalist watching how apparel brands stretch their boundaries, Skims’ move feels strategic. It’s not jumping into categories—it’s tiptoeing in with products that complement what it already does well: make consumers feel good about how they look, with minimal effort.