A new beauty trend has taken social media by storm—sleeping in tight face wraps that promise a sculpted jawline by morning. Videos tagged MorningShed show users peeling off silicone masks and tape, claiming dramatic results. But as these products gain popularity, critics question their effectiveness and the message they send about beauty standards.
One high-profile brand has capitalized on the trend, selling out its £52 facial shaping mask within hours. Marketed as a way to “snatch” and define the jawline, the product has sparked debate. While some praise it as a non-invasive contouring solution, others call it extreme, comparing it to dystopian fiction.
Medical professionals remain skeptical. Aesthetic experts point out that any visible effects are temporary, caused by pressure and heat rather than lasting change. Overuse could even lead to skin irritation or circulation problems. Claims about collagen-infused fabric also lack scientific backing, raising concerns about misleading marketing.
Beyond efficacy, critics argue such products fuel unrealistic beauty ideals, pressuring consumers—especially younger audiences—to alter natural features. Body positivity advocates warn that trends like this undermine self-acceptance, suggesting even sleep must be optimized for appearance.
The trend has also drawn comparisons to dangerous wellness fads, like mouth taping, which can pose risks for those with breathing issues. Unlike regulated pharmaceuticals, cosmetic products often operate in a gray area, relying on influencer hype rather than proven results.
As the debate continues, experts advise caution: flashy claims of “instant sculpting” rarely hold up under scrutiny. For now, the trend highlights a growing tension between self-care and the pursuit of perfection—one that shows no signs of fading.
