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All eyes have been on Kim Kardashian this week as she reignited the beauty discourse with the headline-making debut of Skims’ first-ever face shapewear, dubbed the Ultimate Face wrap, which launched July 29 and completely sold out in less than 24 hours. The wrap, marketed as an overnight beauty game-changer that sculpts the jawline using compression fabric and collagen-infused yarns, retails for 52 pounds and is pitched as a must-have for those chasing a “snatched” jawline while they sleep, as highlighted by Times of India. While devoted fans celebrated it as a new era in non-invasive contouring, the public reaction has been sharply divided. Social media exploded with a mixture of fascination, concern, and mockery as critics, such as beauty columnist Kat O’Connor in Her.ie, accused Kim of profiting from women’s insecurities and feeding anxiety over unrealistic beauty standards.

The most viral moment arrived courtesy of Oscar winner Anthony Hopkins, who weighed in by posting a tongue-in-cheek video on Instagram wearing the Skims face wrap and channeling his Hannibal Lecter persona with the line Hello Kim, Im already feeling ten years younger—a move that set Twitter and Instagram ablaze with thousands of shares and comments, as covered by E News and Pause Online. Kim herself has been relatively quiet on personal social channels but has heavily reposted the viral marketing blitz featuring celebrity reactions and user testimonials, as shown on multiple Instagram reels this weekend.

Business-wise, pundits like Business Bulls and NetflixJunkie note that this launch further cements Kim’s status as a top beauty and shapewear mogul, with Skims expanding its empire and Kim’s personal fortune remaining among the highest in her family. The brand’s ability to turn even controversial products into viral sell-outs is being hailed by marketing experts as a masterclass in cultural impact and demand generation. At the same time, the controversy over the ethics of such products, especially on younger audiences already bombarded by beauty pressures, continues to dominate armchair analysis across beauty blogs and lifestyle columns.

To date, there are no confirmed reports of new legal battles, major partnerships, or public appearances by Kim outside the Skims campaign circuit over the past few days. While the debate over empowerment versus exploitation rages on, there’s no doubt Kim Kardashian’s latest move has yet again captured the zeitgeist and sparked conversations far beyond the beauty counter.

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