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.
