Kim Kardashian's controversial new face shapewear leaves people disturbed

Days after being accused of promoting 'unrealistic beauty standards' online, Kim Kardashian has once again found herself in hot water with fans.

Taking to Instagram last night (29 July), the reality TV star debuted a controversial new addition to her SKIMS shapewear range - a face wrap.

Branded as the 'Seamless Sculpt Face Wrap', and apparently worth a staggering $48, the contraption - which is to be worn over night - reportedly promises chiselled cheekbones and a snatched jaw.

The stretchy device currently comes in two shades, 'Clay' and 'Cocoa', and includes one velcro strap which surrounds the top of the head, and another which supports the back of the neck.

"Just Dropped: The Ultimate Face—our first-ever face innovation, made with signature sculpting fabric and infused with collagen yarns for ultra-soft jaw support," the caption read on SKIMS' first Instagram drop read.

A second upload also went on to claim: "The innovation never ends. Our all-new face wrap offers ultra-soft jaw support in our signature Seamless Sculpt fabric for a must-have addition to your nightly routine."

A third video showed social media influencer Jasmine Alisha incorporating her new face wrap into her 'morning shed'.

This 'Gen Z trend', for anyone unfamiliar, is the basis for the idea that you 'go to bed ugly' so you can 'wake up pretty', and sees women heatless rollers into their hair, slugging their faces in serums, and even contouring their faces with fake tan, to remove some beauty steps from their already busy beauty routine the following day.

As we say, however, a number of fans aren't too thrilled with Kim's new collection, as well as its 'contribution' to the allegedly capitalist 'morning shed trend', with many accusing her of profiting off the insecurities of other women around the world.

"SKIMS : Making women feel bad about themselves since 2018," one critic penned in the comments to her initial Instagram post.

Another jibed: "It’s the way I actually thought it was April fools day for a split second."

"Guys, there's straight up no science to back this," a third went on. "Believe me, I've looked (I've always had a double chin) Save your money."

A fourth asked: "Does anyone else think this is too much and raises beauty standards?"

"I’m laughing and crying all at once," another confessed. "Anyone else?"

A sixth pointed out: "Another wild innovation would be to just love yourself and your natural beauty."

As we say, the backlash comes less than a week after Kim came under fire for promoting what critics described as 'unrealistic' standards of beauty, by posting a snap in a full mesh Thierry Mugler bodysuit and corset that caused her waist to appear only a matter of inches wide.

The all-black look also mirrored the extreme waist-cinching custom Margiela by John Galliano strapless silver corset that she wore for the 2024 Met Gala, which saw her waist constricted to a mere 19 inches.

After last week's upload, a number of the star's followers accused her of setting an unrealistic example to her younger fans, with one asking her: "What if you were real for once?"

"Yeah this is not the one," another agreed, while a third noted: "I swear it looks like she’s in pain with that on!!"

Tyla has contacted Kim's representatives for comment on her new face wraps.