The internet has been in a frenzy over the past few weeks, thanks to Kim Kardashian and another controversial Skims product. This time it’s not bras with built-in nipples, but chin straps with some rather hefty claims.
According to Kardashian, her new ‘Face Shapewear’ offers strong, targeted compression for shaping and sculpting, with added collagen yarns for jaw support... The idea is to give the face that snatched aesthetic she is so famous for.
The ‘Seamless Sculpt Face Wrap,’ coming in at £52, is described as a must-have on the Skims website and sold out shortly after launch - but the internet seems to be divided. But, it’s not just Kardashian that has caused the rise in interest in chin straps, although her release has undoubtedly caused curiosity to increase exponentially.
According to Tubular Labs and SPARK data, there have been over 1,390 videos explicitly referencing “chin straps” in the past 12 months alone, racking up 588 million views and 29.1 million engagements globally. This is just the surface: thousands more videos show similar content without using the phrase directly. Interestingly, 6% of these videos link directly to the 'morning shed' trend, which promotes sculpting and lymphatic drainage rituals as part of daily beauty routines.
“TikTok Shop has further commercialised the look, with similar products selling in the tens of thousands, often without attracting the same level of scrutiny,’ says Jennifer Barber, strategy director at social media marketing agency, Campfire who utilises Spark data.
“What we’re seeing is how social-first beauty habits normalise certain aesthetics, well before mainstream brands enter the conversation."
While these trends continue to gain momentum on social media, we asked the experts about these controversial devices and if they are worth the hype…
“My first thought upon looking at this Skims design is that it's taken inspiration from the ‘morning shed’ TikTok trend, which promotes the idea “the uglier you sleep, the prettier you wake up,” says Dr Nikita Desai of the Harley Street Skin Clinic.
“With the product being advertised as something that will be a part of your nightly routine, there’s no doubt that Skims is hoping that the beauty side of TikTok will adopt this product as part of that trend.
“The colour choice itself is strikingly similar to surgical compressions, which feels like a purposeful choice seeing as the Kardashians have frequently discussed cosmetic surgery.”
So what is a chin strap and what is the rationale behind it?
A chin strap is essentially a compression garment for the face. “It’s marketed as a beauty tool that’s designed to lift and sculpt your face by applying pressure similar to that of a compression garment you’d wear on your body,” continues Desai. “It’s suggested that these wraps can reduce puffiness and improve facial definition.”
“This trend is all about compression bands or wraps that claim to sculpt, lift, and define the face,” says Dr Natalya Grigorovich, dermatologist at ALTA MediSpa. “Think of them as Spanx for your jawline. The idea is that by tightly wrapping the lower face, you’ll encourage drainage, reduce puffiness, and create a more contoured look.”
Can they help snatch the face?
“Face wraps of this kind offer temporary changes at best and may help with de-puffing your face, similar to how a common surgical garment can help reduce swelling,” says Dr Desai.
“While wraps of this kind can be fun to engage with, it’s worth stressing that beyond this, wraps can’t offer any permanent changes such as facial contouring, remodel fat or even boost collagen production. Any changes you see will reverse in a matter of hours as the compression loses its effect… Should you come across products of this kind that do advertise these permanent-sounding changes, I would avoid them.”
While they might give a temporary feeling of firmness, “they’re not going to reshape your face or give you a snatched jawline in any lasting way,” adds Dr Grigorovich.
Are there any positive benefits?
As for any positives, Dr Grigorovic says there may be a few if used mindfully… “They might help with morning puffiness, support lymphatic flow, or act as a relaxing self-care step,” she says. “The pressure can give the skin a temporary sense of tightness, which some people enjoy. But any visual benefit tends to fade quickly once it’s off – it’s not something that builds results over time.”
What about post-surgery benefits?
Kardashian has become known for perpetuating post-surgery chic, and her Skims shapewear collection is a testament to that. Chin straps and facial compression, while becoming more popular and sought after now, have traditionally been a tool for post-surgery recovery.
“This is where facial compression actually has merit,” says Dr Grigorovich. “After certain procedures like facelifts, buccal fat removal or liposuction, compression wraps are often recommended to help with swelling, support healing, and ensure the tissues settle in the right position. In those cases, they serve a real medical purpose and are often part of your aftercare plan.”
Chin straps could have a benefit post-minimally invasive procedure too. “If you’ve had a treatment that causes temporary swelling or inflammation, a light compression wrap might help reduce puffiness or speed up recovery,” adds Dr Grigorovich. “Some people find it soothing after sculpting facials, RF treatments or even injectables, depending on how their skin reacts. As always, follow your practitioner’s aftercare advice.”
Are there any risks associated with chin straps?
“Definitely,” says Dr Desai. “Again, while they can be fun to try out for a quick beauty routine, it’s worth noting that wearing a chin strap or facial wrap for an extended period of time is not something I would advise.”
“It can restrict circulation, which in this case could cause facial swelling, the opposite of providing a ‘snatched jawline.’It could also irritate the skin and cause discomfort around your ears and jaw. If you’re someone who suffers from TMJ or sensitive skin issues, I would avoid these products altogether.
“Using one now and then won’t do harm, but wearing it too tightly or too often when you don’t need it might irritate the skin or affect circulation,” adds Dr Grigorovic. “And if you’ve had injectables like filler, too much pressure in the wrong place could potentially shift the product…
It’s not dangerous in the traditional sense, but it’s definitely not something to overuse in the hope of seeing dramatic results.”
What about collagen-infused fabric? Is that a thing?
Skims says that the fabric of its face wrap is collagen-infused to enhance benefits…
“It sounds impressive, but there’s no solid evidence that wearing a collagen-infused fabric will make any difference to your skin,” says Dr Grigorovic. “Topical skincare or treatments that actually stimulate your body’s own collagen – like microneedling, retinol, or exosomes – are far more effective. It’s a nice bit of branding, but not something to rely on for results.”
What treatments should we recommend to clients instead of Skims face shapewear?
While the Skims release has definitely caught people’s attention and started conversations, our experts are not convinced that this kind of product will have any meaningful change.
“It’s more of a fashion/beauty accessory than a game-changing product,” says Dr Grigorovic. It’s great for a bit of self-care or a quick fix when you’re puffy, but it’s not going to sculpt your jawline or lift your face long-term. It’s fun, but it’s not a replacement for proper skin treatments.
“If clients are looking for real contour and definition, you’d be better off exploring treatments that target structure and skin quality. Things like Morpheus8, jawline filler, masseter Botox, or even lymphatic drainage massage all work at a deeper level to tighten, sculpt and reduce puffiness. These options actually stimulate change rather than just compress the surface.’
“To be frank, face wraps and chin straps don’t compare to aesthetic treatments,’ concludes Dr Desai. Clients looking for more permanent results should seek professional treatments that can create the long-term effects they’re looking for or fix any underlying issues they’re aiming to change with a facial wrap.
