Kim Kardashian‘s non-medical face masks sell out in under an hour

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It seems that everything Kim Kardashian-West touches turns to gold, and that even includes her latest - somewhat unlikely - foray into protective equipment during the pandemic.

Yes, the sell-out Skims owner released a new range of non-medical face masks inspired by her undergarment line, and they sold out immediately.

Face masks might seem like a surprising venture for celebrity-branding but the proof was in the pudding, as the entirety of the stock was bought within one hour.

The reusable, non-medical face masks are made of stretchy blend of Nylon and Spandex fabric and come in five different neutral colours, meant to blend in with a variety of skin tones.

The product description notes that while masks can reduce exposure to bodily fluids, it’s not proven to eliminate the risk of contracting diseases, including the coronavirus - which aligns with the UK government’s assessment of risk-reduction when wearing one.

Skims will also donate 10,000 masks to coronavirus relief efforts, according to the company website.

If you feel you’ve missed out, the good news is that the next batch will available next week and you can join the waiting list to receive more details, as and when the company have them.

Join the waiting list: Seamless Face Mask in Clay | £6.61 from SKIMS

Join the waiting list: Seamless Face Mask in Cocoa | £6.61 from SKIMS

Join the waiting list: Seamless Face Mask in Sienna | £6.61 from SKIMS

And Kardashian-West isn’t the first celebrity to test the waters of coronavirus wear—as PPE becomes a part of everyday attire, more designers and celebrities are selling face masks on social media, often with a portion of proceeds going to coronavirus charities.

For example, Model Karolina Kurkova teamed up with brand Billie Blooms to produce sustainable cotton masks, and fashion heavy hitters Alice + Olivia sell a face mask with one of the brand’s signature prints.

Meanwhile, in the UK, you can purchase cloth face coverings from numerous small brands, as well as independant sellers on Etsy and Not On The High Street.

Well, we suppose if face masks are to become part of our daily uniform for the foreseeable future, it makes sense to shop for one like we would our other daily clothing essentials.