News24 | From ‘jaw bras’ to face trainers, experts question the real benefits of face slimming masks

News24 | From ‘jaw bras’ to face trainers, experts question the real benefits of face slimming masks

Some refer to them as “jaw bras,” while others describe them as “waist trainers for the face.” Regardless of the label, V-masks have been making waves.

Hautetalk: Is Kim Kardashian’s New Overnight Face Wrap Making Women More Insecure?

It can be argued that beauty companies have long capitalised on women’s insecurities for profit; it’s a tale as old as time. However, there’s a new trend in the market taking over everyone’s TikTok and Instagram feeds, and it’s called the sleep care routine. Sleep care routines are not your usual tips on how to get better sleep and feel energised throughout the day; they’re about contraptions you can put on your face while sleeping that claim to…