Kim Kardashian, a millionaire entrepreneur, started her shapewear brand, Skims in 2019. The innovator of the “Spanx”, the Kardashian-Jenner clan has profited from this industry ever since Kim’s sister hooked young women on her cosmetics line. However, this Rs 4000 ($48) face shapewear has the netizens fuming over Kim for making money over women’s insecurities.
Made in two colours, “Clay” and “Cocoa”, the face wrap is reportedly already sold out as per their website. Calling it a “face innovation”, the brand recommends daily use with ergonomic features. Hopping on to the viral skin supplement, the shaper reportedly features a “collagen yarn”.
What is a collagen yarn?
Collagen, according to the Cleveland Clinic, is the primary building block of the human body’s skin, muscle, and bones. A form of skincare in a yarn, it is said to be a moisturizing yarn made by blending amino acids, active protease, and vitamins derived from marine sources into specially structured yarns.
These yarns are then processed into viscose and nylon-based collagen yarns. The collagen yarn gradually releases moisturizing agents, forming a flexible, water-retaining film that helps keep the skin hydrated. This supports skin softness, smoothness, and balanced pH levels. Common uses include underwear, home textiles, yoga wear, socks, and denim fabrics.
Collagen: the hottest trend in beauty
A recent report titled “Collagen Market Size, Share, & Industry Growth Trends – Global Forecast to 2030” by Markets and Markets projects that rising demand for collagen will drive a solid annual growth rate of 5.3%, increasing the market size from $5.1 billion in 2023 to $7.4 billion by 2030, an overall growth of 41.1%
A higher trend in the world of beauty is “vegan-collagen,” where supplement seekers look for plant-based and ethical sources of the same. This comes as a shift from chemical and science-backed beauty to plant-based natural remedies.
Skims face shaperwear: Netizens lash out
Describing this shaper as a “necessity”, Kim claims that the material of the wrap was “infused with collagen yarns”, calling it an “amazing jaw support”. However, the internet was not making this another viral trend after the unreal expectations. “Gotta give Kim credit, she’s always at the forefront of identifying new things for women to be insecure about and profiting off them,” shared a user on Reddit.
Another user exclaimed, “why does everything about a woman need to be fixed?” Under the promotional post shared by Kim, another user wrote, “SKIMS : Making women feel bad about themselves since 2018”, while others remained in disbelief.