Kim Kardashian is on a mission to lift and sculpt every plausible part of the feminine form through her £3bn shapewear empire Skims.

From bum-lifting knickers to waist-cinching bodysuits, it was only a matter of time before the 44-year-old reality TV star-turned lifestyle entrepreneur offered a sculpting remedy for sagging jawlines.

That’s exactly what she’s done with her £52 Velcro face wrap, which this week sold out within 24 hours of its launch.

Promising strong, targeted compression for shaping and sculpting the jawline, the wrap is designed to wear overnight, every night, with added collagen in the yarn, apparently.

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“Our first-ever face innovation is here,” the brand says in its marketing material. “This must-have face wrap boasts our signature sculpting fabric and features collagen yarns for ultra-soft jaw support.”

The part-polymide, part-elastane wrap has Velcro closures at the top and nape of the neck “to allow for easy, everyday wear”. It taps into the growing social media trend, made popular by Gen Z and Gen alpha influencers, for the “morning shed”.

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For those unfamiliar with the term, this means going to sleep with a multitude of beautifying treatments on the face, including face masks, teeth-whitening strips, pimple patches and heatless hair rollers, and “unveiling” yourself on TikTok looking supposedly more beautiful come the morning.

But how much can a piece of polymide really help to sculpt the face?

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While Skims’ “seamless sculpt” range of underwear is designed to compress curves and hold the figure “in place”, it does not provide permanent change in the body’s structure. Much like old-fashioned face tapes, this face wrap “would provide only temporary lift”, explains the highly sought-after facialist Shane Cooper, who client list includes Sienna Miller, Hannah Waddingham and Sabrina Carpenter.

He explains that the sell-out demand for the face wrap comes at a time when “Ozempic face” – the loss of volume and sagging jawlines that can occur following rapid weight loss using GLP-1 medication – is at an all-time high.

A large portion of his clients are women in their 40s who often want to fix loss of firmness around the jawline and neck without resorting to filler.

“We’ve definitely seen more clients coming to us with concerns around loose skin following weight loss, but this often leads to a reduction in volume, particularly in areas where fat pads once gave structure,” explains Cooper.

“When this happens quickly, the skin doesn’t always have time to adjust, which can result in a looser or less defined appearance.”

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While he addresses these concerns in his treatments using a combination of hi-tech technologies such as microcurrent and ultrasound, he’s sceptical about whether daily wear of a face wrap can really sculpt the face in the long-term.

Kim Kardashian is expanding her body-sculpting experience into products for the face

Whether or not it works, it’s a smart move by Kardashian.

She hit headlines in March this year when it was announced that her underperforming beauty range Skkn by Kim had cut ties with Coty, which sold its minority stake in the business back to Skims. It certainly makes more sense for her beauty launches to exist under the hugely successful Skims empire.

This is probably the first of many “shapewear” remedies for the face from Skims: it would be no surprise if Kardashian cashed in on the demand for snatched cheekbones with a line of peptide-packed lifting skincare, cheekbone-sculpting tools and even contouring make-up from the queen of contour herself.

Any beauty product, really, to give the ultimate illusion of lift – available to purchase along with some bum-sculpting briefs, of course.