Kim Kardashian’s brand-new Seamless Sculpt Face Wrap for SKIMS is making waves in the beauty and fashion scene. The product was sold out within hours of its debut on July 29, leaving the customers with only the option to join the waitlist for restock notices.

Good luck trying to wrap your head around this latest wellness craze. Kim Kardashian’s intimates brand Skims broke the internet this week with its newest launch: shapewear — but for your face. The $48 Seamless Sculpt Face Wrap is being billed as a “must-have addition to your nightly routine.

As Skims' latest launch, shapewear for the face, goes viral, beauty editor Laura Mulley asks the experts what will really improve the look of jowls, jaws and crepey necks