Some users argued that the face wraps could be useful for anyone suffering with jaw dysfunction, such as TMJ or other temporomandibular disorders. However, many people took issue with Kim’s decision to sell a product advertised as a “sculpting” face tool when the Kardashians have famously undergone multiple cosmetic procedures to look the way that they do.

“If this works so well, why didn’t Kris Jenner use this instead of spending thousands of dollars on a face lift?” someone commented, while another person simply questioned, “Does Kim wear this every night?”