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Kim Kardashian’s shapewear empire has released something that looks suspiciously like post-surgery gear — and they’re calling it self-care. The Seamless Sculpt Face Wrap, priced at $48, promises to lift your cheeks, hold your chin in place, and contour your jawline — all while using the same stretchy material as Skims’ best-selling bodysuits, and, according to the brand, it’s infused with collagen yarn for added skin benefits.

With velcro closures, and earholes, the wrap mimics a compression garment used during post-op face lift recovery. The face wrap is basically a medical device, but framed in the language of skincare and aesthetic maintenance, it’s now a lifestyle accessory. It sold out almost instantly and there is currently a waitlist to buy one.

Face shapewear didn’t come out of nowhere. It’s just the latest chapter in a long story — we’ve compressed our waists, shaped our thighs, and trained our arms and now we’re lifting our faces. Skims excels at turning shame into a soft-touch, viral product. There was no massive campaign. Just a post on Instagram, and the internet did the rest.

The term ‘morning shed’ has entered the beauty lexicon as a catch-all for the ritual of undoing overnight puffiness — ideally with a full toolkit of lip masks, under-eye patches, gua shas, and now, apparently, a facial compression device.

It’s part of a broader shift where beauty begins before you even open your eyes. You’re no longer just sleeping — you’re preparing your face to be socially acceptable. It’s not about correcting a flaw, it’s about preserving the illusion that you never had one to begin with.

And while it’s sold as a wellness tool, the product’s origins tell another story. Face wraps were originally used to reduce post-op swelling and are now what people are wearing now to do laundry in. The line between recovery and routine has officially blurred because the performance of perfection never really ends.

Skims is banking on the fact that people keep buying fixes for problems we didn’t know we had, and judging by the response, they’re probably right. But if we need to sculpt our faces in our sleep, maybe it’s not just our jawlines that need adjusting — it’s the standard itself.