SKIMS ENTERS THE BEAUTY SPACE WITH A VIRAL NIGHTTIME ACCESSORY

While the much-anticipated SKIMS beauty line is still under wraps, Kim Kardashian’s shapewear empire is already making its first subtle yet strategic move into the beauty realm. On July 29, the brand unveiled a new innovation: the Seamless Sculpt Face Wrap, priced at $48 and now entirely sold out.

Crafted from signature sculpting fabric and infused with collagen yarns, the face wrap is designed to provide jawline support and enhance the contours of the face—positioned as an essential step in the modern nightly skincare ritual. The launch taps directly into the growing “morning shed” trend gaining traction on TikTok, where users document elaborate overnight beauty routines featuring everything from lifting straps and sheet masks to mouth tape.

Though not officially part of the forthcoming SKIMS Beauty line, this launch signals Kardashian’s evolving vision of beauty—where fashion, skincare, and wellness seamlessly converge.

This strategic release follows SKIMS’ acquisition of Kardashian’s former beauty brand, SKKN by Kim, from Coty Inc. in March 2025. The line was officially shuttered on June 29, making way for the highly anticipated debut of SKIMS Beauty, expected to launch in 2026.

As the boundaries between shapewear, skincare, and self-care continue to blur, SKIMS is once again positioning itself at the forefront of lifestyle innovation.