Kim Kardashian's underwear brand sets its sights on your face
Released on Tuesday, the $88 mask has already sold out and has a waiting list on the Skims website.
The cost of aiming for firmer features is greater than money. The in-demand product, with velcro straps at the top of the head and nape, resembles a post-surgery mask, and has earned comparisons with Hannibal Lecter from The Silence of the Lambs on social media.
'We've been doing shapewear for a really long time, and now we're going to offer amazing face shapewear, which is just such a necessity,' Kardashian said in an Instagram video. 'You can see that it just snatches your chinny chin chin with the jaw, and it's super comfortable to wear at night or just around the house.'
The item is marketed on the company's social media as 'infused with collagen yarns for ultra-soft jaw support' and 'a must-have addition to your nightly routine'. However, Sydney-based plastic surgeon Dr Mark Kohout suggests customers manage any expectations of waking up contoured and camera ready.
'The facial shapewear is analogous to elastic waist trainers,' Kohout says. 'The idea is that the elastic fabric supports your tissues and makes them less susceptible to sagging from the effects of gravity. The downside is that to have any appreciable effect, you would have to wear them around the clock for months or years.'
'The garment does not change the structure of the skin, nor does it tighten the collagen or elastin fibres in your skin. This may make it of limited practicality and effectiveness.'
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