“Ending neck neglect”: Naydaya introduces hydrating shields to close the gap in décolletage care

UK-based women’s wellness brand Naydaya has launched Neck & Chest Wrinkle Shields. The 100% medical-grade, vegan silicone patches offer a non-invasive, nighttime solution that can be reused up to 15 times.

The hydrating Wrinkle Shields have been designed to target the delicate skin on the neck and chest and work to visibly reduce lines and creasing caused by side-sleeping, sun exposure, harsh perfumes, collagen loss, and the growing consumer concern for “tech neck.” 

“Teck neck” is the modern name given to the fine lines formed across the neck from long durations spent looking down at phones and laptops.

According to the brand, this issue stems from the skin on the neck and décolletage being substantially thinner and drier than the skin on the face, with less collagen and sebaceous glands. 

The innovation was fueled by the brand’s consumer research and driven by its commitment to “ending neck neglect.” Naydaya interviewed over 1,000 women, with 62% expressing concern and acknowledging personal neck care is an area of neglect.

The brand says the launch “empowers women to treat these delicate areas with the same attention they give their faces — because skin care shouldn’t stop at your chin.” 

Silicone skin benefits

The shields aim to deliver an accessible at-home solution driven by consumer demand for non-invasive, time-saving skin care treatments, backed by science.

The shields are made from 100% medical silicone, a material backed by plastic surgeons in efficacy. The shields are made with skin-safe 100% medical-grade silicone, and claim to support circulation while plumping, smoothing, and improving the look of fine lines from first application. 

Medical-grade silicone is widely recognized for its skin-healing qualities. Plastic surgeons have used it for decades to create a healing microclimate called occlusion. Occulsion is a skin care method that works by trapping moisture into the skin and intensifying hydration to smooth lines, wrinkles, and in some cases, scars.

Naydaya’s clinically-led innovation utilizes the occulsion method, creating a gentle compression that targets existing lines and prevents new ones from forming. 

The brand recommends consistent use to achieve long-lasting, optimal results.

Three-step stickable skin care 

The Neck Wrinkle Shield is designed to be worn horizontally across the neck, where women may experience lines from tech neck and collagen loss. Meanwhile, the Chest Wrinkle Shield sits on the center of the chest, where women commonly experience sleep wrinkles and sun damage. 

An overnight application is suggested to deliver optimal results. This treatment period maximizes efficacy through extended skin contact and aligns with the skin’s natural regeneration cycle.

The brand cites three steps for applying the product and achieving wrinkle-reducing results around the neck and décolletage. Initially, Naydaya recommends prepping the skin before application, ensuring it is clean and dry before patching. This includes avoiding moisturizers or serums in the application area. 

Secondly, peel off the protective layer to reveal the adhesive side, and apply it to the neck or chest.

Thirdly, remove it in the morning, rinse the silicone shield with water, and place it back into the storage sheet — no drying is needed before storing.

Naydaya says the silicone skin shields are an extension of their commitment to science-backed, targeted body care. They are recommended to be used alongside their sculpting and firming tool, Neck Glory. The shields are made from 100% medical silicone, a material backed by plastic surgeons in efficacy. 

“Skinification” of body care 

Positioned within the “skinification” of body care movement, the product launch aligns with the industry’s interest in extending science-led skin care beyond the face into areas like the neck, décolletage, hands, or full body. 

Personal Care Insights has been following the development of “skinification.” Spate recently signaled the movement’s rise in its predicted 2025 beauty trends. As consumers now seek more indulgent, targeted routines that extend beyond the face, the industry is shifting toward body care products that borrow from skin care in ingredients or methodologies.

Data collected by Innova Market Insights suggests that skin care claims in body care products grew by 21% between 2020 and 2024, reflecting the border shift toward multifunctional solutions.

More recently, brands within the sun care category have increasingly incorporated “skinification”-led claims into their product launches. We spoke to brand founder James Read about the latest hybrid tanning line that taps into this trend. He told us that younger consumers seek multifunctional, skin-first products that deliver aesthetic enhancement and long-term skin care benefits.

At In-Cosmetics Global 2025, Sophia Kim, global marketing manager of Skin Care at Clariant, discussed the introduction of Aristoflex Sun into formulas to address the growing demand for sun protection that offers a non-greasy feel. She claims the launch aligns with the increasing demand for the “skinification” of sun care.