Face Shapewear: The TikTok Trend Redefining Beauty Routines
In the ever-evolving world of beauty trends, TikTok has once again sparked a viral sensation with the rise of face shapewear, a product designed to sculpt and define the face, particularly the cheeks, jawline, and neck. Leading the charge is Skims, the shapewear brand co-founded by Kim Kardashian, which recently launched its Seamless Sculpt Face Wrap, retailing at $48. This innovative headgear, resembling post-surgical compression garments, has taken TikTok by storm, selling out in under 24 hours and igniting both excitement and debate across social media platforms.
The Rise of the “Morning Shed” Trend
The face shapewear craze is deeply intertwined with TikTok’s “morning shed” trend, where influencers showcase their nighttime beauty rituals, peeling off layers of skincare products, silicone masks, and now face wraps in the morning. The hashtag #morningshed has amassed over one billion views, with users embracing the mantra, “The uglier you look going to sleep, the more beautiful you wake up.” Skims has capitalized on this trend, recommending their face wrap be worn overnight to achieve a “snatched” jawline and sculpted facial contours. Beauty influencers on TikTok pair the wrap with other viral practices like gua sha and mouth taping, aiming for flawless skin and defined features upon waking.
Skims’ face wrap, made from the brand’s signature sculpting fabric and infused with collagen yarns, promises to lift and support the jaw, cheeks, and neck. The product’s design, complete with chin straps and Velcro closures, has drawn comparisons to medical compression garments used post-cosmetic surgery, a similarity noted by Dr. Jonathan Sykes, a Beverly Hills plastic surgeon. While Skims markets the wrap as a non-invasive alternative to achieve a chiseled look, its rapid sell-out and waitlist status reflect its massive appeal among TikTok’s Gen Z and millennial audiences.
A Polarizing Beauty Innovation
The face shapewear trend has not been without controversy. While some TikTok users hail it as a groundbreaking, non-invasive contouring solution, others criticize it as a “dystopian” product that preys on insecurities. Beauty critic Jessica DeFino, author of the Review of Beauty newsletter, argues that the face wrap reflects an alarming commodification of beauty, where even sleep is harnessed for aesthetic perfection. “This pressure to look beautiful has become so consuming that there is not even a moment of our day — while we are sleeping — that has not been commodified,” DeFino stated. Social media comments echo this sentiment, with one Instagram user remarking, “SKIMS: Making women feel bad about themselves since 2018.”
On the other hand, TikTok influencers have embraced the product, sharing try-on hauls and before-and-after videos that showcase its sculpting effects. The hashtag #facesculpting has garnered half a billion views, with users demonstrating how face wraps, combined with other tools, enhance their facial structure. Skincare expert Laura Porter notes that Skims’ marketing, featuring young models and celebrity endorsements from figures like Kylie Jenner, targets Gen Z and younger millennials who are deeply engaged in influencer culture and beauty trends.
Does It Really Work?
The efficacy of face shapewear remains a topic of debate. Dr. Nikita Desai, an aesthetic doctor at Harley Street Skin Clinic, suggests that face wraps may offer temporary benefits, such as reducing facial puffiness, similar to how surgical compression garments reduce swelling. However, she emphasizes that any sculpting effects are likely short-lived and not a substitute for more permanent solutions like cosmetic procedures. “Face wraps of this kind offer temporary changes at best,” Desai explains, noting their appeal lies in their alignment with TikTok’s performative beauty culture.
Despite the skepticism, the allure of an instant, non-invasive solution has driven demand. Skims’ face wrap is part of a broader movement on TikTok, where beauty trends like face taping and elaborate skincare routines are normalized as part of the pursuit of aesthetic perfection. The platform’s ability to amplify trends through influencer endorsements and viral hashtags has made it a powerful force in shaping consumer behavior, with brands like Skims, Shapellx, and OQQ capitalizing on this dynamic.
The Bigger Picture
The face shapewear trend underscores TikTok’s influence in redefining beauty standards and driving product innovation. While shapewear for the body has long been a staple, its extension to the face reflects a growing obsession with facial aesthetics, fueled by social media’s emphasis on visual perfection. However, critics warn that such trends may exacerbate body image issues, particularly among TikTok’s younger audience. The platform’s candid influencer culture, which promotes confidence and body positivity, paradoxically coexists with products that promise to “fix” perceived flaws.
As Skims prepares to launch a full beauty line in 2026, the face wrap serves as a bold entry into the beauty space, following the closure of Kardashian’s SKKN by Kim brand. Whether face shapewear will remain a fleeting TikTok fad or become a mainstay in beauty routines remains to be seen. For now, it’s clear that TikTok continues to set the pace for beauty innovation, for better or worse, as users chase the next viral trend to sculpt their way to perfection.