A quick TikTok from Kylie Jenner has turned a basic beauty prep step into a full blown shopping debate. In the clip, Jenner tries an icy face dip after her makeup artist Ariel Tejada urges her to do it. She captioned the moment with a simple line that set the tone for the whole video, “Things Ariel makes me do.” What caught viewers even more than the cold water was the specific product she used.
The routine is straightforward in theory, you dunk your face into ice water to calm puffiness before makeup. Long before ice rollers and cryo masks became popular, plenty of people relied on a bowl, water, and a few cubes of ice. Jenner’s version, however, was not a random kitchen container. She used a dedicated item called FaceTub, which is designed with a built in breathing opening so your face can stay underwater longer.
Even with that feature, Jenner did not exactly look comfortable. After hesitating and trying to steady her breathing, she went in, but she did not stay submerged for long. Tejada encouraged her to take it gradually and try to hold on a bit more, yet she cut in to say she needed a moment. She described the sensation as “brain freeze, but all over my face,” which many viewers instantly related to.
As the video spread, the internet did what it always does, it turned the moment into commentary and shopping pressure. The clip racked up more than 40 million views and flooded the comments with reactions. Some people wanted to recreate the routine immediately, while others could not get past the price tag. The FaceTub costs about 150 dollars, and critics argued you could get a similar result with a simple plastic bowl and a breathing tube for far less.
That backlash also raised the more useful question, does this actually do anything for skin. The article pointed to dermatologist Dr. Mona Gohara, a clinical professor in the Department of Dermatology at Yale School of Medicine, who weighed in for Allure. Her take was measured rather than hype driven, saying the ice water dunk “isn’t a magic solution, but it isn’t complete nonsense either.” In other words, it is not a miracle, but it can have a purpose.
@kyliejenner The things Ariel makes me do
♬ original sound – Kylie Jenner
Gohara explained that cold exposure can cause short term narrowing of blood vessels. That temporary shift may reduce visible redness and swelling, and it can make skin look a bit firmer for a short time. It also helps explain why makeup can appear to sit more evenly right after the dunk. The key is that the benefit is brief, and it is mostly about appearance in the moment rather than long term change.
She also stressed what the trend will not do, even if the video makes it look like a secret pro trick. Gohara said the method “won’t shrink pores or permanently change the biology of the skin.” That matters because so many viral hacks imply lasting transformation when the real effect is closer to a quick reset. If someone expects structural skin changes from a bowl of ice water, they are likely to be disappointed.
There is also a caution side that tends to get lost in the excitement of copying a celebrity routine. Gohara warned that extreme cold is not ideal for people with very sensitive skin, rosacea, or eczema. In those cases, the cold can weaken the skin barrier and trigger irritation rather than calm it. A trend that looks harmless on camera can still be a problem if it pushes the skin past what it can tolerate.
Her final framing cuts through the noise around both the product and the practice. She described ice water as “more of an intro than a primer,” which is a useful way to think about it in a makeup routine. It can be a quick lead in, but it is not a replacement for hydration and consistent skincare. She summed it up with a line that fits the social media cycle perfectly, “fun for posting, but totally optional for your face.”
Beyond this one clip, the story taps into a familiar pattern in influencer culture, a small moment becomes a must have item, then the price becomes the headline. A branded tool can feel more legitimate than a homemade version, even when the basic concept is the same. TikTok also accelerates copycat behavior, because viewers can watch a routine, buy the product, and post their own version within hours. That cycle often turns everyday self care into a consumer test, where the real question becomes whether convenience and aesthetics are worth the markup.
It also helps to know a few basics about what cold does to skin in general terms. Cold can temporarily reduce swelling because it limits fluid buildup and slows down surface circulation for a short period. That is why cold compresses are commonly used for puffy eyes, minor irritation, or post treatment calm, although individual results vary. Skin barrier health still comes down to gentle cleansing, moisturizing, and sun protection, and no cold plunge replaces those fundamentals. If your skin is reactive or you have a diagnosed condition like rosacea or eczema, it is smarter to be cautious and consider professional advice before trying extreme temperature hacks.
What do you think, is a 150 dollar FaceTub a clever beauty upgrade or just an overpriced bowl, share your thoughts in the comments.
