Kim Kardashian has come under fire from skincare experts over her shapewear brand’s latest product—a £40 bandage-like ‘face wrap’ she promises will sculpt women’s jawlines overnight.

The Seamless Sculpt Face Wrap, launched by SKIMS last week, is designed to ‘lift’ the chin and jaw while you sleep—but dermatologists say it’s the latest worrying escalation in a viral ‘ugly sleep’ trend that could be putting young women’s health at risk.

The bizarre beauty routine, popular on TikTok, involves layering on serums and moisturisers, sealing them in with sheet masks, strapping the face with chin bands, taping the mouth shut and covering the head with a bonnet—all in the belief that it will lead to a more youthful appearance by morning.

However leading consultant dermatologist Dr Anjali Mahto said the increasingly extreme rituals are more about ‘performative perfection’ than results backed by science—and warned the growing obsession is fuelling skin damage, breathing problems and unrealistic beauty standards.

‘This is an imperfect alternative to expensive cosmetic treatments,’ she said. ‘These increasingly complex night-time rituals often go beyond what the skin physiologically requires and can trigger inflammation or damage the skin barrier.’

She also criticised face-taping—using strips of kinesiology tape to immobilise the face in a bid to prevent wrinkles—calling it ‘ineffective and unnecessary’.

Most alarming, however, is the growing trend of mouth-taping during sleep. Promoted by influencers as a way to encourage nasal breathing, experts warn it could actually block airflow and increase the risk of suffocation.

‘There is no proven benefit,’ Dr Mahto said. ‘Anything that limits oxygen intake during sleep is potentially dangerous.’

Skims’ Seamless Sculpt Face Wrap is the latest addition to the trend, claiming to scoop up the cheeks, neck and chin and hold them in place all night long 

The product sells for $48, or £36.17 promising to lift the face by morning without the need for surgery 

Despite the warnings, videos tagged #uglysleeproutine have racked up millions of views on TikTok—with influencers claiming: ‘The uglier you go to bed, the hotter you wake up.’

Experts say the trend preys on teenage insecurities and is driven by viral marketing rather than any real skincare benefit—and are now urging young women to ditch the tape and embrace a more balanced approach to beauty.

‘Wrinkles are not just about movement, they involve collagen loss and changes in fat distribution…taping cannot reverse of prevent those processes’, Dr Mahto told The Guardian. 

Another consultant dermatologist added that whilst applying a mask overnight could help combat water loss, there is a fine line between boosting hydration and over doing it. 

‘At night, the skin becomes more permeable, meaning it absorbs active ingredients more efficiently. 

‘Blood flow increases, repair processes accelerate, and water loss peaks,’ Dr  Mahto explained. 

‘So yes, there is some genuine science behind using particular products in the evening. 

‘Anything that increases skin sensitivity, like retinoids or exfoliating acids, is usually better applied at night, when the skin is not being exposed to UV or environmental pollutants. 

Millie Mackintosh, former Made in Chelsea star, is a proponent of the ‘morning shed’ trend which claims to offer an effortless morning look 

But other experts have warned against the toxic trend that sees young women layer occlusive products like overnight sheet masks, neck straps and face tapes, saying that it could trigger skin sensitivity, breakouts and even allergic reactions. 

This is particularly true for teenages who are using skincare products intended for adults only, such as exfoliating acids and retinoids and other powerful actives, the British Association for Dermatologists has warned.

Whilst a lot of these anti-ageing products can be tolerated by older skin, they pose a significant health risk to younger generations, triggering irritation and even contact allergies. 

‘I think most dermatologists will tell you the biggest problem they see is people overdoing it by following skin trends, or layering on products that should not be combined,’ Dr Cristina Psomadakis, a consultant dermatologist told The Guardian. 

‘The best thing you can do at night is wash off the remains of the day, including your face sunscreen or makeup that can clog your pores.’ 

Earlier this year, experts sounded the alarm over the viral sleep trend of taping the mouth shut in a bid to sculpt the jawline and reshape the nose overnight. 

Mouth taping involves securing the mouth shut with adhesive tape, across the lips, before going to sleep, forcing the wearer to breathe through their nose.

While the fad has gained popularity among celebrities like Gwenyth Paltrow and Tess Daly, experts warned that it deprives wearers of life-giving oxygen overnight. 

By analysing 10 studies on the practise, scientists at the Lawson Research Institute discovered an alarming risk of potentially fatal suffocation for millions who naturally breathe more easily through their mouth. 

‘Mouth taping is a contemporary practice that is often celebrity-endorsed, but is not necessarily scientifically accurate,’ Dr Brian Rotenberg, an ENT specialist and author of the study, explained.

‘Many people are not appropriate for mouth taping, and in some cases it can lead to risk of serious health harm.’