03-08-2025
From ‘jaw bras' to face trainers, experts question the real benefits of face slimming masks
Consumerism has taken nighttime routines to nightmarish levels. Lathering on an occlusive cream and sleeping on a silk pillowcase have been replaced by LED masks, collagen wraps, undereye and lip masks, wrinkle patches, mouth tape and most popularly the V-mask jaw strap.
Some refer to them as 'jaw bras,' while others describe them as 'waist trainers for the face.' Regardless of the label, V-masks have been making waves in beauty routines worldwide.
Despite their rising popularity and the results sellers promise, they might not provide the permanent results many hope for.
For beauty enthusiasts or even casual social media users, it's nearly impossible to scroll through TikTok without encountering a 'morning shed' video.
Creators punt products and sometimes affiliate links by sharing their nighttime rituals, as well as the morning aftermath of taking them off, layer by layer.
These beauty products have taken over platforms under hashtags like #Vline, #ChinStrap, and #VfaceMask, among others, with related video posts surging on social media, reflecting their growing prominence in the beauty community.
According to dedicated users who swear by these masks, they claim they offer multiple benefits, from contouring the face and tightening the jawline to reducing the appearance of a double chin.
Even celebrities are jumping on the trend. Kim Kardashian recently made headlines by blending beauty with fashion in her shapewear line, Skims. She launched her first beauty-style product, the Seamless Sculpt Face Wrap, which instantly sold out, sparking mixed opinions online.
View this post on Instagram
A post shared by SKIMS (@skims)
According to Skims, this product features 'signature sculpting fabric' and 'collagen yarns for ultra-soft jaw support.'
Inspired by compression bandages used post-facelift surgery, the face wrap retails for $48 USD (upwards of R800).
While the product makes claims like 'may help improve jawline definition,' its true benefits remain somewhat vague.
Even though many swear by V-masks, experts are sceptical.
Professor Chrysis Sofianos, a plastic surgeon and expert in aesthetic and reconstructive surgery, explained the function of these trendy masks.
'They are widely marketed as non-invasive tools to enhance facial contour, reduce puffiness, and promote a more defined jawline,' he said. Further explaining, he added, 'They often apply mild compression, temporarily reducing fluid retention and giving the appearance of a slimmer face.'
He also emphasised that these benefits are short-lived.
'Some masks also include ingredients like caffeine, collagen, or botanical extracts, which may contribute to skin hydration and a temporary tightening effect,' he told News24.
It's important to note that while these masks may offer a short-term cosmetic improvement, there is limited scientific evidence to support their efficacy in altering facial fat distribution or muscle tone in any meaningful or lasting way.
In addition to promises of facial contouring, these masks are said to reduce wrinkles and fine lines, giving a youthful appearance. They are also marketed to promote better sleep by potentially reducing snoring.
'Some face masks, particularly those marketed for jaw support or facial compression, claim to aid in reducing snoring by maintaining jaw position during sleep. In theory, these masks may help keep the mouth closed, thereby encouraging nasal breathing and reducing soft tissue vibration in the throat.
'However, the clinical benefit in treating snoring or sleep apnoea is minimal and not well supported by scientific research,' Sofianos explained.
On a cautionary note, he advised those struggling with snoring or sleep-disordered breathing to seek professional help.
'It's advisable to seek formal evaluation by a healthcare professional,' he said.
'Proper diagnosis and management, including positional therapy, oral appliances, or CPAP, offer far more effective and evidence-based outcomes.'
