Does the V-face sculpting mask really work for a snatched jawline?

Anti-ageing secrets seem to be the leading beauty trend over centuries — and methods are no longer just about the clever placement of your makeup. Whether it’s through an invasive procedure or not, beauty enthusiasts go through different lengths to delay the inevitable change. So, how far would you go for a snatched jawline and non-existent double chin?

Once a quirky add-on to the viral “morning shed” routine, face sculpting masks have broken free from their ordinary label to become beauty essentials in our “anti-ageing routines.” Specifically, the V-face sculpting mask first caught attention on TikTok in 2024 when creators showcased their elaborate pre-bed prep: serums, sheet masks, mouth tape, silk bonnets and a chin lifting strap designed to keep everything snatched overnight. This sparked one common question: Was this a skincare breakthrough or just another bizarre beauty stunt? Fast forward to 2025, this mask has evolved into one of the most sought-after beauty treatments for at-home sculpting.

beauty

Why TikTok can’t stop talking about SKIMS’ beauty wrap and the ‘morning shed’ phenomenon

@jasmine.alishaa I'm learning to embrace the hairrr #morningshed #skincare #heatlesscurls @Medicube Global @Sacheu @belif USA @Hourglass Cosmetics @NARS Cosmetics ♬ original sound - Julian Burzynski

The trend’s tipping point came when SKIMS (Kim Kardashian’s powerhouse shapewear brand) launched its own version of a chin-lifting mask. What could’ve been a short-lived trend was suddenly catapulted into the mainstream, thanks to celebrity Endorsement and a marketing push. Overnight, V-face sculpting masks became less of a TikTok quirk and more of a must-have beauty accessory in the global beauty conversation.

View this post on Instagram

A post shared by SKIMS (@skims)

Face sculpting masks are nothing new. Since the 19th century, the development of facial masks continued. Their purpose becoming more diverse, including skin cleansing, rejuvenation and revitalisation. Unlike a traditional sheet mask, V-face sculpting masks are made with stretchy, compression fabrics infused with serums like hyaluronic acid, collagen, caffeine or peptides. Worn like a wrap-around band from chin to ear, the mask hugs the jawline to reduce puffiness, improve circulation and give the illusion of lift.

What’s the obsession?

Part of the mask’s appeal lies in its “instant” results. Users report waking up to a face that looks visibly tighter and less bloated. The mask can also be incorporated into our fast-paced lifestyles; wear it while working from home, cooking dinner or doing your pre-glam before a night out.

Expert opinions

While the V-face sculpting mask is marketed as a non-invasive alternative to procedures like chin liposuction and buccal fat removal, experts are debunking the so-called benefits and calling out the lack of science behind the claims. They point out the difference between appearance and permanence, where the effects of sculpting masks are temporary. What you see you see on social media is reduced swelling, increased hydration and mild compression induced contouring — the mask won’t change your bone structure or provide a permanent lift but rather provide a quick fix for puffiness. To get the full effect, experts suggest pairing it with skincare rituals such as proper hydration, lymphatic drainage massage, and a good diet to maintain the glow.

@catchangmd You don’t need this! ❌ Unless you recently got a facelift, wearing a face wrap might lead to negative side effects! VC: @𝒥 #skims #facelift #beautytok #beautytrends #beautyproducts ♬ original sound - Dr. Catherine Chang

Safer sculpting alternatives

Swap overnight chin straps — which can irritate the skin if worn too tight — for a short wear during the day.
Opt for masks that contain skin nourishing ingredients.
Use the lymphatic drainage facial massage technique to reduce facial puffiness and enhance natural contours for a sculpting effect.
Use tools like jade rollers and gua sha for better circulation, healthier skin tissue and stronger facial muscles while reducing puffiness.

The V-face sculpting mask is proof of how beauty is evolving in the age of social media. It’s not just about the products themselves, but about rituals that feel both luxurious and accessible. Whether you see it as a skincare upgrade or a fun self-care moment, the trend speaks to our collective desire to feel sculpted, defined and in control of our beauty.