Skims Makes First Beauty Move

Skims is edging closer to its long-rumoured beauty range with a launch that blurs the line between shapewear and skincare. The Kim Kardashian-founded brand has introduced its first-ever product for the face, the Seamless Sculpt Face Wrap, which sold out within hours of its debut on 29 July.

Retailing for $48 (£52), the wrap is designed to gently compress and support the jawline overnight, helping to create a more defined silhouette by morning. Crafted from the brand’s signature sculpting fabric and woven with collagen yarns, it fastens with Velcro closures for a custom fit and comes in two neutral shades, Clay and Cocoa.

The release plays into the rising trend of nighttime facial tools, seen across TikTok in jaw-lifting straps, sheet masks, and other “morning shed” essentials. Sharing the launch on Instagram, Kardashian described the Face Wrap as “a necessity,” adding, “OK guys, so you know we’ve been doing shapewear for a really long time, and now we are gonna offer amazing face shapewear, which is just such a necessity. This material is actually infused with collagen yarns, and it’s just this amazing jaw support. It just snatches your little chinny chin chin … It’s super comfortable to wear at night or just around the house.”

The drop follows Kardashian’s recent move to fully consolidate her brands, buying back her former beauty line, SKKN by Kim, from Coty earlier this year. After reclaiming full ownership, the line was officially shuttered in June, with Kardashian hinting that the decision was part of a larger strategy to bring her ventures under the Skims umbrella. Industry watchers see the closure as a stepping stone toward a dedicated Skims beauty line, expected to launch next year, signalling a significant expansion beyond the brand’s shapewear and loungewear roots.

For now, shoppers hoping to try the Seamless Sculpt Face Wrap will need to wait for its return (you can join the waitlist here). The sell-out proves there’s strong demand for Skims’ first beauty-related launch and sets the stage for the brand’s long-awaited move into a fully-fledged beauty expansion next year.