While gold’s effectiveness as an ingredient in beauty products is debatable, its declaration of status is not.
That hasn’t gone unnoticed by brands eager to tap into the ongoing lust for luxury by infusing products with the precious metal. “Gold connects people to ancient tales of legendary beauties like Cleopatra and Helen of Troy,” says Beautystreams founder Lan Vu. “When a woman puts gold on her face or nails, it evokes ancient splendor, and makes her feel like she’s taking care of herself and somehow part of that sumptuous world.”
From top: Restorsea 100% Natural and Non-Toxic 24kt Liquid Gold Face Oil with Vibransea Complex; OPI Nail Lacquer in Don’t Speak Pure 18k Gold; Mineral Fusion Illuminating Primer with Shimmering Gold Flecks; Peter Thomas Roth Clinical Skin Care 24k Gold Mask Pure Luxury Lift & Firm Mask; Estée Lauder Re-Nutriv Ultimate Diamond Sculpting/Refinishing Dual Infusion