Gold medal
Leave it to La Prairie – a brand that transformed caviar from Michelin-star menu item to serious skincare ingredient – to reinvent gold in a clever new way. For the brand’s latest launch, Pure Gold Radiance Concentrate, scientists behind the serum have debuted a game-changing ‘pure gold diffusion system’. The premise? Ingredients in the formula are suspended in gold particles (yes, actual gold), enabling slow-release actives that persist long after application. The instant benefits are just as nifty: massage it into delicate, dry, dull or uneven skin, for an immediate hydration boost or do as we do and pop it on under make-up as a pseudo primer. Gold star.