The cosmetic jaw bra: Does 'shapewear for your face' really work?

CapeTalk's John Maytham is joined by Professor Chrysis Sofianos, head of Plastic and Restorative Surgery at the University of the Witwatersrand (Wits).

Heard of a 'jaw bra' yet?

This type of face shaper, typically worn while you're sleeping, is gaining huge traction on social media especially after celebrity Kim Kardashian launched her own line.

The Seamless Sculpt Face Wrap is advertised on her Skims website as a product that will 'snatch' your chin to give your face a more sculpted appearance.

RELATED: WATCH: Kim Kardashian's face wrap draws Hannibal Lecter comparisons...  Anthony Hopkins responds!

'Why pay $800 for sthing that has zero impact on your actual facial anatomy?' wonders John Maytham.

The CapeTalk host checks in with plastic surgeon Professor Chrysis Sofianos.

He concurs with Maytham's assessment that any benefits from a jaw bra are probably purely of a short-term nature.

"Effectively, they compress the soft tissue, reduce fluid retention, and temporarily enhance facial definition. So there's no ability to remove fat, build muscle, change skin... so any effects they give would typically fade within hours."

Prof. Chrysis Sofianos, Head: Plastic & Restorative Surgery - Wits University

If you typically wake up puffy-faced, yes, they could for example help if you want to look a bit perkier for an early-morning meeting after wearing one overnight.

This would also depend on your facial structure, Sofianos says.

"Some patients with larger bone structure or more fat in the area might not see any effect. You could do it ahead of a meeting if it works for you, but it's not long- lasting."

Prof. Chrysis Sofianos, Head: Plastic & Restorative Surgery - Wits University

Due to its limitations as an external garment, he can't really see any scientific basis for a face shaper such as this to develop long-term benefit with any further, Sofianos concludes.

For more detail, listen to the interview audio at the top of the article