Makeup Guru

Pure Gold is an anti-aging remedy of the highest standard - a “luxurious multi-tasking serum”, no less – containing 24-karat gold micro-particles, “a new bio-dimension of radiance and the most potent age-defying technology available”.

Paraben-free, Pure Gold is said to restore one’s skin to a more youthful state by plumping, fading pigmentation and accelerating the turn over of dead cells; resurfacing it essentially to reveal a brighter, fresher complexion.

Not the first time they’ve taken the no expense spared approach – Do you recall their Skin Caviar range? – La Prairie’s Cellular Radiance Concentrate Pure Gold could quite possibly be the king of kings in the land of skincare. Well, King Midas at least.

Jane Iredale also has a gold range, and Bulgari shift a face cream called Gem Essence with a combination of sapphire, malachite, citrine and tourmaline extracts. Quite.