Teeth get the Midas touch

FROM Cleopatra sleeping in pure gold face masks to golden salves being used to treat skin conditions in ancient Rome, gold has long been touted as a hero beauty ingredient.

But one brand has taken all this a step further by incorporating it into its toothpaste — the Beverly Hills Formula (£5.49, superdrug.com) contains gold particles. As well as having an anti-inflammatory effect and helping to increase blood flow, the gold toothpaste can help to fight gum disease.

It also claims to help whiten teeth and get rid of stains.

And as an added bonus, it will add a touch of Hollywood glamour to any British bathroom.