Gold rush: Are gold beauty treatments actually worth it?
Amid the rise of gold beauty treatments for face and body, we ask an aesthetician whether the price tag is worth the results
All products are chosen independently by our editors. Luxury London may earn commission on items purchased.
Synonymous with wealth and power, and considered a financial safe haven (read more about gold investing here), gold is coveted for its aesthetic appeal across the worlds of fashion and jewellery. But what about beauty? Rumoured to have anti-ageing and brightening properties, gold has been increasingly seeping into high-end skincare products and treatments, offering clients the opportunity to lather their skin and body in this storied metal. Naturally, they also come with the elevated price tag associated with one of the world’s most expensive materials, so, the real question is: do they work? We asked two aesthetic doctors whether it’s worth splashing the cash on this trend – and (spoiler alert) curated a tried-and-tested edit of golden beauty products so you can stock up on some bathroom bling.
Why have gold beauty treatments become so popular?
Gold beauty treatments have ranked among the top five beauty trends consistently for the past five years, with luxury spas at institutions like The Dorchester, Bulgari Hotel and Four Seasons at Park Lane all having offered gold-infused facials. But, as advanced facialist Mariam Abbas explains, tapping into gold’s luxurious properties isn’t anything new. “It has a long history of use in beauty and medicine across many ancient cultures worldwide,” she says. “In Ayurveda, for example, gold has traditionally been used in the form of Swarna Bhasma, where it was believed to support vitality and rejuvenation. Gold has also appeared historically in Chinese medicine and ancient Egyptian beauty rituals. While this long-standing use contributes to gold’s appeal and prestige, traditional use should not be confused with modern clinical evidence.”
Do gold-infused beauty treatments make a positive difference to skin complexion, texture, and overall appearance?
As a metal, gold is famous for having anti-inflammatory, antimicrobial, and antioxidant benefits, but due to the quantity of the metal actually found in most products, that doesn’t mean gold-infused facials are effective. “In most clinical formulations it isn’t the hero ingredient,” says Abbas. “More often, it acts as a supporting ingredient, helping to complement other active ingredients that already have proven benefits.
“Any potential benefit from gold will also depend heavily on the form of gold used, its purity, particle or molecular size, and how it has been processed and stabilised within a formulation. These factors influence how gold behaves, how stable it is, and whether it can interact with the skin in any meaningful way.”
While it looks fancy, Abbas says gold does have one beauty benefit and that’s aiding product delivery. “Mesoinfusions containing gold nanoparticles (broken down into very small particles) may assist actives in reaching the deeper layers of the epidermis. However, the real impact of this remains limited and can vary widely depending on formulation quality and skin condition.”
Elsewhere, aesthetics educator and founder of the Harley Academy, Dr Tristan Mehta, suggests that gold does help achieve brighter skin – but the question to ask yourself is whether temporary brightness is worth the price tag. “You might see short‑term improvement in radiance, plumpness and make‑up finish, rather than a lasting change in skin biology,” he says. “Humectants and occlusive layers draw water into the outer skin and reduce transepidermal water loss, so fine lines look softer and texture seems smoother for a day or two. Light‑reflective particles, including gold flakes or mica, scatter light on the surface, which enhances the appearance of even tone.
“With repeated, well‑tolerated use of the accompanying active ingredients you can maintain hydration and support the barrier, but the gold itself is not the driver of complexion change. Overall, expect cosmetic brightening and smoothing rather than structural firming or pore shrinking.”
The best gold beauty products
While evidence suggests gold isn’t the hero skincare ingredient it is often made out to be, there’s no denying it looks great in the cabinet. Discover our curated edit of at-home, aesthetically gold beauty treatments to shop now that actually do make a difference. Because all that glitters is not gold…
Alpha H Liquid Gold exfoliator
A best-selling product from Australian skincare brand Alpha H, the Liquid Gold exfoliator eschews actual gold for a healthy dose of glycolic acid to help lift dead skin cells and even complexion. Its name comes from the fact it combines toner, exfoliator, serum and moisturiser in one. Recommended to be used every other evening, don’t follow with any other serums or moisturisers to allow it to work its golden magic.
Evolve Bio-Retinol Gold Face Mask
Another gold-hued beauty product which is a staple in my routine is Evolve’s Bio-Retinol mask, which gets its colour from a combination of bio-retinol, argan oil and rosehip oil. It gets to work in five minutes to reduce the appearance of fine lines and wrinkles thanks to its bio-retinol, derived from bidens pilosa, which works similarly to retinol, but without causing irritation. You’ll be glowing like gold in no time.
111 Skin Rose Gold Brightening Facial Treatment Mask
111 Skin’s hydrogel masks are best sellers for a reason, and are used in celebrity circles for the ultimate pre-party pep up. This gorgeous rose gold mask features a selection of clinical grade ingredients including colloidal gold, peptides and rose damask to tighten, plump and smooth. Plus, the cooling, water-based hydrogel material helps lock moisture in and add a touch of cryotherapy to your skincare routine. Pop these in the fridge for a soothing but invigorating ice blast for the skin.
Victoria Beckham by Augustinus Bader The Cell Rejuvenating Illuminator
Designed to illuminate the skin with a warming bronze glow, this science-backed serum is one of the most sought-after products from Victoria Beckham’s collaborative range with Augustinus Bader. Featuring micro-fine pearls to enhance complexion while blurring pores, we recommend combining this with your foundation or wearing alone for the ultimate bronzing boost. Available in three shades, the gold is our top pick every time (swiftly followed by the radiance boosting rose gold, obviously).
Chantecaille Nano Gold Energising Eye Serum
French-born and Swiss-based beauty brand Chantecaille has incorporated two of the world’s most luxurious materials – silk and gold – to supercharge its eye serum. Raspberry stem cell extract soothes dry skin and bionymph peptides aid the anti-ageing process, while gold lends an antioxidant touch and, of course, luxury. Apply under your eyes twice daily – and use on smile lines and crows feet to reduce lines there too. We love a multi-tasker.
