The uglier you look going to sleep, the more beautiful you will look in the morning - that's the mantra of people on TikTok who are taking part in "morning shed" videos.

The trend consists of people swaddled in silicone masks and mouth tape, filming themselves removing the skin care products they slept in the night before.

Now US celebrity and influencer Kim Kardashian is attempting to profit from the extreme bedtime rituals trend - by launching shapewear for your face from her brand Skims.

As of July 2023, the company, which specialises in figure-hugging lingerie, was estimated to be worth $4bn, according to Forbes.

Retailing at £52, the new mask sold out in under 24 hours, to people hoping it will provide them with a "sculpted" jaw-line, as the product is marketed.

But face shapewear has split the internet. Some hail it as the future of non-invasive contouring, but others condemn it as dystopian, and say the company is making women feel more insecure.

Face wraps are not new, and similar designs have existed for years, typically used post-surgery. But Skims has rebranded the concept saying the "must-have" wrap can be used "everyday" and that it's intended to "shape and sculpt".

On TikTok, beauty influencers are pairing face wraps with other viral skincare trends like gua sha - scraping a tool across the face - and mouth taping, which involves sticking tape over your lips at night. It's all in an attempt to wake up in the morning with the best skin possible.

Skincare expert Laura Porter tells the BBC the face wrap is being marketed to Gen Z and younger millennials. Skims' marketing campaigns typically feature models in their 20s, and are often are endorsed by........

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