It can be argued that beauty companies have long capitalised on women’s insecurities for profit; it’s a tale as old as time. However, there’s a new trend in the market taking over everyone’s TikTok and Instagram feeds, and it’s called the sleep care routine. Sleep care routines are not your usual tips on how to get better sleep and feel energised throughout the day; they’re about contraptions you can put on your face while sleeping that claim to make your skin look flawless when you wake up. From mouth tape to UV masks and now Kim Kardashian’s overnight shapewear for your face. Today, we take a look at whether these controversial face wraps and skincare trends for women have gone too far.
Kim Kardashian’s New SKIMS Face Wrap
On July 29, Kim Kardashian’s fashion label SKIMS announced the ‘Seamless Sculpt Face Wrap’, a jaw-sculpting face wrap designed to define your face overnight. This peculiar beauty product is being marketed as a must-have for everyday wear. Retailing for $48 (approximately Rs. 4,206), the product sold out as soon as it was launched.
As soon as the Seamless Sculpt Face Wrap was announced, it drew mixed reactions. People labelled the product dystopian and unnecessary. According to many, the Seamless Sculpt Face Wrap is just another tool introduced in the market to make women more insecure about their appearance.
Dr. Anna Andrienko, a doctor specialising in cosmetic procedures, told the BBC that though these face wraps may provide some temporary skin sculpting or de-puffing due to heat retention and compression, the results are not long-lasting. Overuse of the product may also lead to skin irritation, breakouts, and blood circulation issues.
This is why it’s so important for us as consumers to get de-influenced. No, you do not need to buy that one product everyone is raving about on social media, only for it to become redundant three months later. Companies will continue capitalising on women’s insecurities and vulnerabilities, which in turn sets a beauty standard so high it can never really be achieved.
It’s also important to note that such feminine products are usually marketed to Gen Z women, who are easier to influence. So, before you make your next purchase because the internet told you to, sit back, research, and ask yourself: do you really need it, or is it just a gimmick to make some quick cash?