Kim Kardashian’s shapewear brand, SKIMS, has unveiled its first-ever face-shaping product, The Ultimate Face. Priced at $48, the item sold out immediately after launch, quickly capturing widespread attention.
The Ultimate Face is made from a unique material that combines the brand’s signature sculpting fabric with collagen yarns, designed to contour and define the jawline. The strap fastens with Velcro at the top of the head and behind the neck, ensuring a snug, stable fit even while sleeping. Available in two shades—Clay and Cocoa—the product taps into the current beauty trend known as the “morning shed,” which emphasizes overnight treatments for visible results by morning.
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SKIMS has previously gone viral with body-sculpting items such as padded hip shorts, butt-lifting garments, and even a pierced nipple bra. This new release continues the brand’s strategy of merging functionality with buzzworthy, conversation-starting design.
On social media, while many have expressed curiosity and excitement, others have voiced concern. Some critics warn that products like this may further normalize extreme beauty ideals. As one pointed out, “With products like these entering the market, there’s a growing societal acceptance of cosmetic surgery-like looks as something natural.”
Since its launch in 2019, SKIMS has rapidly expanded, leveraging Kardashian’s personal brand power to secure a dominant position in the shapewear, loungewear, and swimwear markets. In 2024, the company acquired Kardashian’s skincare label SKKN by Kim, integrating it under the SKIMS umbrella. The launch of The Ultimate Face may well signal the beginning of SKIMS’ full-fledged entry into the beauty category.
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