At 44, Kim Kardashian continues to drive her career as a businesswoman. After launching a perfume line, a makeup brand, and a skincare range, the mother is expanding her lingerie line Skims. On July 29, the former wife of Kanye West once again proved she knows how to captivate pop culture with the launch of a brand-new product already buzzing: the Seamless Sculpt Face Wrap, a face and neck sculpting headband, directly inspired by the most theatrical beauty rituals… and a cult scene from 1990s cinema.
The design of the product indeed echoes what is seen in “Death Becomes Her”, the 1992 dark comedy in which Meryl Streep and Goldie Hawn play two women willing to do anything to outpace time – including drinking a magical potion promising eternal youth. In one of the film’s most iconic scenes, Madeline Ashton, portrayed by Meryl Streep, lies on a sofa with flawless skin, a haughty gaze, and a chin perfectly held in place by an odd bandage fixed to the top of her head. An absurd accessory? Not so much, if you ask Kim.
A Magic Potion, SKIMS Style
The Seamless Sculpt Face Wrap is SKIMS’ very first facial product, the shapewear brand that has become a global reference in a few short years. Presented as “an essential addition to your nighttime routine,” according to the official press release, this compressive wrap promises to support the jawline and neck while sculpting the lower face. It’s crafted from the brand’s iconic sculpting fabric—ultra-stretchy and breathable—and even contains collagen threads—a detail as intriguing as it is marketing-perfect.
Designed to be worn at night, the wrap fastens with discreet Velcro and hugs the contours of the face like a second skin. A silhouette worthy of runways or… 1990s film sets. Kim Kardashian, a big fan of cinematic references, doesn’t hide the retro inspiration behind the product. It’s hard not to read it as somewhat ironic homage to Hollywood’s obsession with eternal youth.
On TikTok, the product’s release quickly set timelines aflame. It must be noted that the trend of “compression chin straps” had already exploded in 2024, fueled by thousands of users seeking a Bella Hadid–style sculpted jawline. These accessories—often colorful, form-fitting, and highly photogenic—have become the banner of 2.0 beauty, straddling skincare routines, fantasies of rapid transformation, and selfie culture.
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Simply a Marketing Product or Truly Effective Accessory?
But while the buzz is real, experts remain far more cautious. Dr. Joel Kopelman, a facial plastic surgeon, faced the matter head-on in Yahoo Life. For him, the claimed benefits of these products are not scientifically proven. “Although they may offer a slight temporary improvement in appearance by compressing soft tissues, there is no scientific evidence supporting meaningful or lasting benefits”, he stated. In other words, the Seamless Sculpt Face Wrap isn’t a magic wand. Its effect would be akin to a well-tailored shapewear garment: discreet, flattering, but fleeting. Still, there are some dramatic before-and-after posts on social media showing the wraps’ miraculous effects on a double chin.
So, cosmetic miracle or luxury placebo? In reality, it may not matter. SKIMS’ product sits squarely within a current trend where beauty rituals aim to be as visually striking as they are effective. This wrap is designed to entice as much as to sculpt, with its futuristic vibe and its knowingly cinematic wink. It turns the evening skincare moment into a true ritual, almost theatrical—precisely what Death Becomes Her caricatured so brilliantly more than three decades ago. Kim Kardashian isn’t merely selling a product.
She’s offering an aesthetic experience inspired by cinema, Hollywood dreams, and that universal quest to feel more beautiful, smoother, younger—even if only for a day or a night. And if the sculpted face upon waking lasts only as long as a cup of coffee, it remains the deliciously narcissistic satisfaction of having played, for a moment, the heroines of her own beauty comedy. A potion against time? Not really. But a masterfully staged act of self-image where Kim reigns supreme.
