The Daily Dot
"What in the Handmaid's Tale?": People either love or hate the new SKIMS facial…
"They've launched a product that will literally keep your mouth shut."
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Skims Enters Beauty Market with Face Wrap Amid Evolving Beauty Standards
Skims, the shapewear brand founded by Kim Kardashian, has launched its first beauty product, "The Ultimate Face" wrap. Priced at $48, this new offering is made with "signature sculpting fabric" and infused with collagen yarns, designed to provide "ultra-soft jaw support" and be a "must-have addition to your nightly routine." The introduction of this product signals a significant shift in the beauty industry, moving beyond traditional makeup contouring, a trend famously popularized by Kim Kardashian herself with her KKW Beauty line. Experts note that consumers are increasingly seeking products that promise results akin to cosmetic procedures, aiming for a visibly sculpted appearance rather than just an illusion. From a business perspective, this move comes shortly after Coty, a major beauty conglomerate, reported a $71.1 million loss from the sale of its stake in SKKN by Kim, Kim Kardashian's previous skincare venture. This financial outcome suggests a strategic pivot for Skims, leveraging its established brand presence to tap into the lucrative and rapidly evolving beauty device and treatment market. The new face wrap is positioned to capitalize on the growing demand for at-home solutions that mimic professional aesthetic enhancements, reflecting the accelerating pace of beauty ideal evolution.
