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

25 minutes ago Share Save Yasmin Rufo BBC News Share Save

Skims Some medical experts have criticised the product over claims it will give you a snatched, or defined, jawline

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".

On TikTok, beauty influencers are pairing face wraps with other viral skincare trends like gua sha - scraping a tool across the face - and mouth taping, which involves sticking tape over your lips at night. It's all in an attempt to wake up in the morning with the best skin possible. Skincare expert Laura Porter tells the BBC the face wrap is being marketed to Gen Z and younger millennials. Skims' marketing campaigns typically feature models in their 20s, and are often are endorsed by celebrities like Kylie Jenner, who has a young fan base and leverages social media trends. "The branding and tone of messaging signal it is directed toward women who follow beauty trends and influencer culture," Porter explains. The brand works with beauty influencers to promote its products, and on TikTok some influencers are claiming the new face wrap gives them instant results. "The way this face wrap has elevated my morning shed is crazy, my jawline has never been this snatched," one young beauty influencer said in a video.

Getty Images Kim Kardashian [centre] launched her shapewear label Skims in 2019

But medical professionals say there is no science behind the snug-fitting wrap. Dr Anna Andrienko, an aesthetic doctor specialising in cosmetic procedures, tells the BBC that while these garments "may offer some temporary sculpting or de-puffing effects due to pressure and heat retention," the results are far from permanent. "These face wraps do not deliver lasting contouring or skin-tightening results," she explains. "At best, they can reduce fluid retention short term. At worst, overuse may lead to skin irritation, breakouts, or circulation issues if worn too tightly or for prolonged periods." Dr Andrienko also dismisses the product's reference to "being infused with collagen yarns". Collagen is a protein vital to skin elasticity and firmness, but there's little evidence that fabric containing collagen can deliver measurable benefits.

'Chip away at self-esteem'

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".

Skims Some people online have compared the face wrap to something from the dystopian world of The Handmaid's Tale

Body positive activist Michelle Elman likens the wrap to something you would see in the dystopian world of The Handmaid's Tale. She is concerned consumers buying the product believe they will have the same face as Kim Kardashian if they wear the wrap. "That's not true because she went to expensive facialists and beauty technicians to get her face and jawline, not because of a piece of material," she says. The product's launch this week has caused a stir - on Skims' Instagram post for the face wrap, one person asked if it was an April Fools' joke, while another said they couldn't tell if the brand was trolling customers. Several people said the product is contributing to "bad self-esteem among young people". The BBC has contacted Skims for comment. Some people also jokingly compared it to Silence of the Lambs' villain Hannibal Lecter's restraint mask. Anthony Hopkins, who played Lecter in the 1991 film, resurrected his character, and posted a video mocking the headwrap. "Hello Kim, I'm already feeling 10 years younger," he said in the clip.

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'Look beyond buzzwords'

I've seen her name and photo - but we can't talk before the date. Will it work out?

27 minutes ago Share Save Alex Taylor Culture reporter Share Save

BBC Waiting for a date I'd hardly chatted to was certainly a different experience

I'm sitting - trying to look composed - in a London bar. Cocktail ordered, there's a rollercoaster knot of anticipation building in my stomach - I'm waiting for a date. Except this isn't exactly your typical dating rendezvous - because while my date and I met online, as so many people do nowadays, we matched on an app that doesn't allow users to exchange messages until a few hours before the meetup. I know my date's name and I've seen her photo, but there's been none of the usual small talk messaging - just a few words to confirm I'm looking forward to meeting, and that's it. I first started using dating apps during the Covid lockdowns - Hinge mainly, but I've also tried Tinder and Bumble. They introduced me to a vibrant mix of people - some became short-term flings, others full-blown relationships, and then there were the other indefinable in-betweens. But after a mutual new year break-up (with an ex I'd met on Hinge), I returned to the dating app scene as a 30-something tired of the cookie-cutter profiles and weird monoculture. Everyone seems to be looking for someone who "doesn't take themselves too seriously", is itching to make travel and running a personality trait, or is desperate to go hiking. As a wheelchair user, I definitely won't be doing the last two - no matter how much physio I do. I wanted something different.

I was after a pasta admirer, like me

So, when a friend told me about an app which cuts out pre-date chat and gets straight to the date, I was intrigued. No awkward talking stage, no wondering if you've asked someone out too early - or left it too late. Research suggests an overwhelming number of daters have online burnout - so it's no wonder dating apps are trying to reignite the spark. There's Feeld, an app for the sexually curious; Fourplay, which teams single friends together with other pairs for group dates; and Lex, an LGBTQ+ message board app, while Raya is invite-only for celeb matches. According to Ofcom, singletons aged under 25 are dating online more than any other age group – so the big dating apps are also adding functionality to try to keep them interested. In June, Tinder introduced its double date feature. Akin to the Fourplay app, it lets users create a joint profile with a friend. Tinder's umbrella company, Match Group, said it needed to keep up with what Gen Z wanted and "build lower-pressure" ways for them to meet. Hinge has basically been charging more for a premium match-making service. Hinge X, the most expensive tier, charges £24.99 per week for "enhanced access to your type", the ability to "skip the line" and "like priority". The obvious question, of course, is how that works if multiple users are signed up - they can't all be the priority. These apps preach a tailored focus, but together respond to the same underlying sense of dating fatigue I have been feeling too. I'd been sending messages into the ether without any guarantee the algorithm would actually get them to the potential future love of my life - increasingly it felt a waste of time. And as someone who's been on the end of multiple failed talking stages in the past few months - cutting straight to the date felt a novel thing to try. Because, why not?

Does online dating work?

Once mocked, online dating is now a global love affair worth billions, and love at first swipe has become the generational norm. Almost 10% of Brits told a recent YouGov poll they met their partner on an app too, so that probably tells us something. But studies show cross-gender dissatisfaction, with women overwhelmed by matches, while men generally struggle and are more likely to turn to paid features to boost their chances. Add the normalisation of unhealthy dating behaviours like ghosting - suddenly cutting contact without explanation - and some drained daters are deciding: "it's not me, it's you". Last year, a class action lawsuit accused Match Group, owners of mainstream apps like Tinder and Hinge, of using addictive game-like features to encourage compulsive use. The case has since been sent to arbitration. Match Group rejected the claims calling the lawsuit "ridiculous", reports Reuters news agency. In Depth: Why dating apps could be in trouble

Is speed dating the answer for Gen Zs looking for love?

Tinder's height filter divides daters Yet, despite trying to keep us hooked, Ofcom data shows the UK's most popular dating apps saw usage fall by 16% in 2024. Tinder lost 594,000 users, Hinge dropped by 131,000, Bumble by 368,000 and Grindr by 11,000. In June, Bumble laid off 30% of its global staff. On Breeze, the new app I was trying, once you match a date is booked at a "partner venue" - this is partly how the app makes its money. Users pay upfront for a drink which acts as a soft deterrent to prevent no-shows – but bail repeatedly and your account will be temporarily frozen. Creating my profile, I wrote that I hoped to meet someone self-assured - able to laugh at life and themselves, while also embracing a dance floor with enthusiasm. Bonus points for cat people and pasta-admirers.

I always include a picture of my wheelchair on my profile

My date, Rozena (not her real name), had amazing eyes - deep blue, with a purple tinge. She said she was looking for a long-term relationship, listed culture and theatre among her interests, and described the "worst idea she ever had" as the time she tried a particular dance move in heels, and ended up in an ambulance. This felt like exactly the kind of calamity I could get on board with. And that's how I found myself heading to this date. I'd flagged to Breeze that I'm a wheelchair user to make sure the venue was accessible before the booking was confirmed. The app's support team was responsive and the bar certainly seemed fine on paper. But while I could technically get in, all the indoor tables were up a few steps I couldn't navigate, meaning we would have to sit outside. The app later apologised for this and said it would work on how it audits places for accessibility in the future.

Less pre-chat made us more present

I messaged Rozena through the app - in the short pre-date window that opens just before that first meeting. She was understanding and said she'd brought a raincoat. Luckily, the rain held off. Less fortunately, the table leg made it difficult for me to wheel my chair under it, meaning I had to do a Tom Daley-style swan dive every time I reached for my drink. At least I didn't knock it over. Our date was fun - but there was no romantic spark. Rozena admitted her interest in music didn't extend beyond musicals. And while she claimed to be joking, I suspect her disappointment that I wasn't as aligned with her passion for theatre may have been genuine. Would we have discovered there was no chemistry had we met on an app with a pre-date chat function? It's impossible to say. But the limited pre-meet communication window seemed to make us both more engaged when we met in person. When I told Rozena I was thinking of writing an article about the app, she told me she'd been on a few dates through it. One drawback she'd discovered was that her matches weren't always close by – she'd had dates travel from hours away to meet up. Perhaps this is due to a growing user base.

The 'meet first' approach definitely felt more direct

What to do if your planned holiday destination is affected by wildfires

Just now Share Save Ewan Somerville & George Sandeman BBC News Share Save

Maria Potouroglou Wildfires seen in late July in Chalkida on the Greek island of Euboea

It's been a scorching summer so far in parts of Europe, and with it has come an outbreak of wildfires - and warnings of more. Mainland Greece, some Greek islands, Turkey, France and the Balkans have all been affected in recent weeks. This has come alongside a heatwave - with 50.5C recorded in Silopi, Turkey in late July, and 44C in both Athens and Cyprus. So what should you do if you have a holiday booked for one of these destinations? Crucially, the Foreign Office says it's safe to travel to all of them - for now. But if you're worried your holiday might still be subject to delays or cancellations - or you're thinking of cancelling it yourself - BBC News has spoken to a range of experts to look at where you stand.

If it's safe to travel but you'd prefer not to, what can you do?

If you're concerned your planned getaway may be prone to wildfires and you no longer want to go - say because a wildfire has happened near your resort, even if it hasn't directly damaged it - you may have options. Some travel insurance providers do allow you to buy additional coverage in the event of natural catastrophes like wildfires, should they occur near your holiday destination - such as within a 20km radius. But if you have not paid for this additional cover and decided that you no longer want to travel, or wish to come home early, and the Foreign Office says it is safe to travel, then you likely won't be able to claim for the costs of cancellation via insurance.

Anadolu/Getty Images Helicopters were drafted in to tackle a forest fire in Krioneri near Athens on July 26

"There needs to be reasonable evidence as to why you can't go [or need to leave]," explains Rhys Jones. "I think uneasiness or unhappiness about the country [isn't enough]." During the Rhodes wildfires in 2023, Jet2 and Tui cancelled a raft of flights but Ryanair, easyJet and British Airways largely continued running. Some airlines cancelled their package holidays, but not their flights. In this case - and with any similar situations this summer - the usual advice is to chat to your airline and hotel, as applicable, because bespoke solutions may be offered for your circumstances.

Claiming on travel insurance

According to European Commission data, there has been a 13% increase since last week in the total area burnt by wildfires, with more than 290,000 hectacres burnt so far this year in Europe - more than double the figure at the same time last year. If you have travel insurance then most disruption to your trip caused by wildfires should be covered under your standard policy, says Rhys Jones, a travel insurance specialist at GoCompare. "Any sort of curtailment or cancellation of your trip as as a result of wildfires - whether that be you can't travel to your destination or you have to come home early - should be covered." Costs imposed due to other emergency measures such as evacuation, relocation or medical expenses should also be included, he adds. In Crete early last month, 5,000 people, many tourists, were temporarily evacuated during wildfires. Under a standard policy, Mr Jones says there usually needs to be official advice not to travel from the Foreign Office or another authority, to make a successful insurance claim for a cancellation. But some travel insurance providers will cover you if you decide against embarking on your trip before the Foreign Office issues such advice, explains Jo Rhodes, a travel specialist at Which? "For example, if travel has been disrupted or the specific area you're staying in is being affected, the best thing to do is to contact the insurer to check where you stand - and make sure you do this before cancelling any bookings."

AFP/Getty Images Firefighters work on a wildfire in Arouca, northern Portugal, on 30 July

What if you don't have travel insurance?

Around one in four Britons who went on an overseas holiday in the last 12 months did so without travel insurance, according to research published by The Travel Association (ABTA), in May. "If you have no insurance but your holiday provider or airline has cancelled bookings, you may still be eligible for a refund from these companies," Jo Rhodes says. Holidaymakers often look out for package holidays which are Air Travel Organisers' Licensing (Atol) protected - but this is not a form of travel insurance. ​​The Atol scheme only protects you if the company providing your holiday goes bust. They will help you get home if you're already aboard a flight, or make a claim for a refund if you are yet to travel. ​​The scheme does not allow you to claim compensation for a cancelled trip or flight, or delays, caused by wildfires.

Where you stand with your airline

You're covered by UK law if you're departing from a UK airport on any airline, or arriving in the EU on a UK airline, the Civil Aviation Authority (CAA) says. This means airlines must provide you with care and assistance if your flight is delayed by two or three hours depending on the distance - including supplying food and drink vouchers and a refund on phone call costs, if necessary. And, the CAA explains, if your flight is cancelled and rescheduled to another day, your airline must provide accommodation and transport to it. However, you're unlikely to get compensation for wildfire or extreme heat-related disruption, because that would probably be considered an "extraordinary circumstance" so would not be classed as the airline's fault.

Greece's firefighters battle to contain major wildfires across the country