Shapewear for your face while you sleep. Has Kim Kardashian taken it too far?

The uglier you look going to sleep, the more beautiful you will look in the morning - that's the mantra of people on TikTok who are taking part in "morning shed" videos.

The trend consists of people swaddled in silicone masks and mouth tape, filming themselves removing the skin care products they slept in the night before.

Now US celebrity and influencer Kim Kardashian is attempting to profit from the extreme bedtime rituals trend - by launching shapewear for your face from her brand Skims.

As of July 2023, the company, which specialises in figure-hugging lingerie, was estimated to be worth $4bn, according to Forbes.

Retailing at £52, the new mask sold out in under 24 hours, to people hoping it will provide them with a "sculpted" jaw-line, as the product is marketed.

But face shapewear has split the internet. Some hail it as the future of non-invasive contouring, but others condemn it as dystopian, and say the company is making women feel more insecure.

Face wraps are not new, and similar designs have existed for years, typically used post-surgery. But Skims has rebranded the concept saying the "must-have" wrap can be used "everyday" and that it's intended to "shape and sculpt".

But it's not just the medical efficacy that's raising questions. Critics argue products like these are fuelling harmful beauty ideals, reinforcing insecurities and sending the message that even your sleep needs to be optimised for aesthetic gain.

Porter says products like these can impact body image, particularly among younger consumers.

"When we start targeting areas like the chin or jawline with compression wraps, it sends a message that even natural, structurally normal features need fixing," she says. "Over time, this can chip away at self-esteem, making people feel inadequate unless they're constantly tweaking or reshaping themselves."

Former model Chloe Thomas agrees, saying products promising to slim and sculpt the face "turn the clock back on any progress we might have been making with body image acceptance".

Porter says many "morning shedding" rituals online have "tipped into the realm of performative beauty".

While it may have started as genuine self-care, it's not become about "aesthetic perfection, rather than realistic or sustainable skincare".

"Many trends may look impressive online, but they often prioritise visual trends over evidence-based practices."

Mouth taping, another trend that's part of the "morning shed" routine, claims to improve sleep quality, facial symmetry and even jaw definition.

But while it's framed as a wellness hack, medical professionals have raised concerns as restricting mouth breathing can be dangerous for people with sleep apnoea or undiagnosed respiratory issues.

Unlike pharmaceuticals, most cosmetic products, including those with sculpting claims can fall into a regulatory grey zone.

This gives brands leeway to imply benefits through marketing language, user testimonials, and influencer content, rather than make direct claims that would require scientific backing.

Porter recommends that people "look beyond buzzwords" and seek out objective perspectives, rather than influencer promotions.

"Be wary of exaggerated promises such as "instant lift," "snatched," or "face sculpted overnight," which often prioritise marketing over science, she adds.