Collagen yarns? Seriously, Kim?
Skims just launched a face wrap infused with “collagen peptides” — designed to “visibly sculpt” your jaw while you sleep. No citations, no trials, no dermatologists named. Just collagen yarns… stitched into what is essentially a $48 face sock.
Let’s be clear: you can’t compress your way to bone structure. You can’t stitch skincare into a textile and call it clinical. And yet, this is what passes for “science-backed” in 2025.
It’s not just absurd, it’s deeply patronising. When celebrities spend hundreds of thousands on top-tier cosmetic procedures, then turn around and sell the public a bedtime bandage wrapped in pseudo-science? Do we call that…. gaslighting?
Welcome to the era of lab-washed branding, where clinical language is the new glitter: a glossy distraction that sells legitimacy without proof.
Part 1: When Science Becomes an Aesthetic
Over the past 3 years, we’ve seen a quiet shift in marketing semantics. Words like “clean,” “natural,” and “organic” have given way to a new wave of lab-coated language:
Continue reading on our Substack, Public Opinion.
