Are Night-Time Beauty Routines Becoming Overly Intense?

The recent launch of face shapewear by Kim Kardashian’s brand Skims highlights a trend in the beauty industry focused on extreme bedtime rituals and aesthetic enhancements. The product, priced at £52, sold out quickly, drawing both praise and criticism. While some view it as an innovative non-invasive contouring method, others label it as dystopian, considering it could fuel insecurities about natural appearances.

Despite celebrity endorsements and viral TikTok trends, including “morning shed” videos, medical experts caution that these wraps offer only temporary effects, like minor de-puffing. They stress the lack of scientific evidence supporting claims of permanent skin-tightening and contouring.

Critics argue that such products promote harmful beauty standards, potentially chipping away at self-esteem by suggesting that even natural features need alteration. The trend also raises concerns about the broader implications of performative beauty rituals, urging consumers to discern marketing tactics from scientifically backed benefits.