The gold stan­dard


The Sentinel - - BEAUTY COUNTER -

COM­PARED to gloopy grey clay that dries to a hard, crackly cov­er­ing, gold face masks sure are pretty – and there are thou­sands of pho­tos on In­sta­gram to prove it.

But are these bright, shiny pastes and foils re­ally ef­fec­tive – or are they just de­signed so that you’ll share a #maskie on so­cial me­dia and get more pub­lic­ity for the brand?

You might think that gold skin­care is a case of style over sub­stance – and in cases where the prod­uct doesn’t ac­tu­ally con­tain gold, that can be true – but ex­perts say this pre­cious metal re­ally does have ben­e­fits for our skin.

“We know that gold can slow down the de­ple­tion of col­la­gen, which leads to sag­ging skin,” says Cathy Kan­gas, CEO and founder of Prai Beauty.

“Gold can firm skin cells and pro­vide a tight­en­ing ef­fect, which in turn, re­duces the ap­pear­ance of wrin­kles and fine lines. Plus, it’s great at help­ing to re­duce sun dam­age and age spots.”

It must con­tain the real deal, though – watch out for sparkly masks where the glit­ter doesn’t serve any cos­metic pur­pose.

“Our 24K Gold col­lec­tion is in­fused with ac­tual 24 carat gold and specif­i­cally tar­geted wrin­kle re­pair,” Cathy says.

An­other ben­e­fit of gold is that it can act as a booster for the other el­e­ments of your skin­care.

“Ac­tive gold helps the core in­gre­di­ents to fully pen­e­trate the skin, as well as en­hanc­ing their ef­fec­tive­ness,” ex­plains Jes­sica Smith, UK brand man­ager for Natura Siber­ica.

“It de­liv­ers anti-age­ing ef­fects, de­fence against en­vi­ron­men­tal ag­gres­sors and re­flects light to en­hance your nat­u­ral glow – it re­ally is good as gold!”

Are these prod­ucts fright­en­ingly ex­pen­sive, though?

There are cer­tainly some lux­ury op­tions avail­able, but be­cause the quan­ti­ties of the metal are so small, you can reap the ben­e­fits of gold with­out hav­ing to fork out a for­tune.

Face, eye and lip masks are ideal for a once-aweek treat­ment, while serums, scrubs and face creams let you in­cor­po­rate the shiny stuff on a daily ba­sis.

Here, from bar­gain buys to pre­mium picks, are the skin­care prod­ucts that are worth their weight in gold...

Gold can firm skin cells and pro­vide a tight­en­ing ef­fect, which in turn, re­duces the ap­pear­ance of wrin­kles.

Prai Beauty’s Cathy Kan­gas

Above: Gold-based treat­ments cer­tainly shine on In­sta­gram, but beauty ex­perts in­sist they do have prac­ti­cal ben­e­fits too

Gold can help boost other el­e­ments in your skin­care

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