Kim Kardashian's "beauty innovation" has the internet buzzing. Even Hannibal Lecter joined in on the jokes.

A new product from Skims, which claims to "slim" the face, has caused a stir online. But is it a revolution in skincare, or just a neatly packaged fear of aging?

Kim Kardashian has been setting trends for years. The lingerie brand she founded is a true hit, selling incredibly well worldwide. Now, however, she may have pushed the boundaries. Her latest Skims product, the Seamless Sculpt Face Wrap , was supposed to be the brand's first "innovative facial care solution." And it is—though perhaps not in the way the celebrity envisioned. The opinions on social media? From jokes about "medieval torture devices" to serious accusations of profiting from insecurities.

Seamless Sculpt Face Wrap/photo: Skims press materials

The new Skims product is a face mask made of a flexible material composed of 81% polyamide and 19% elastane, advertised as "infused with collagen threads." It comes in two shades—clay and cocoa. It's designed to contour the jawline and prevent sagging facial contours . Despite the controversy, the product sold out almost immediately.

Kim explained on Instagram:

" We've been creating shapewear for a long time, so now we're introducing a face version . It's not only necessary, but also comfortable. The material really supports the jawline, and you can wear it at night or just at home."

And also: "It just lifts your little chin..." But does it really?

While some people were delighted with the idea, others did not spare any words of criticism.

"This is embarrassing. Skims doesn't support women, it just feeds their insecurities," one commenter wrote on Instagram.

- Let me remind you: such products make money on your complexes - added another person.

On X (formerly Twitter), there was no shortage of ironic comparisons. Someone noted that the new headband bears a striking resemblance to Hannibal Lecter's mask from "The Silence of the Lambs."

Anthony Hopkins himself reacted and posted a short reels with a Skims mask on his face.

I feel 10 years younger already, thank you Kim. Come over for dinner.

And even though it's just a viral joke, it's hard to shake the feeling that something really went wrong here.

It's worth noting, however, that there have also been some voices defending the product. Some have suggested it may help people with temporomandibular joint (TMJ) problems by stabilizing the jaw during sleep. But was Kardashian's intentions truly health-related, or perhaps a "snatched jawline"?

Will face shapewear become the next beauty must-have, or will it fade into oblivion as a seasonal meme? Time will tell.