POST TIME: 11 September, 2019 11:19:16 AM
A golden opportunity
Independent Online/ Deccan Chronicle

A golden opportunity

A picture of Emily Ratajkowski used for representational purposes only.

From towering statues and ornate jewellery to delicate wiring and intricate embroidery, this precious metal has many uses. Turns out that 24K gold is a rather coveted elixir in the cosmetics industry too. Gold is an anti-oxidant and has anti-aging effects, which means it can help with skin elasticity, sun damage, cell restoration, increase blood circulation, reduce acne disorders and… the list is long. It can be used as an ingredient in oils and creams or used as a foil/mask for direct application too. Dr Nivedita Dadu, a dermatologist from Delhi, says, “Gold has natural properties of hydrating, nourishing and moisturising the skin. It instantly brightens up the skin, making it glowing and revitalised.” One of her treatments to deal with day-to-day skin problems uses a combination of microdermabrasion and a gold face mask. “It ensures long and lasting effects,” she shares.

Gold has been used in skincare for centuries now. Egyptian queens Cleopatra and Nefertiti were known to sleep wearing a gold mask. Dr Pooja Chabra, trichologist and founder of a skin care brand rooted in ancient remedies, explains how it is a traditional remedy even closer home. She says, “Swarna Bhasma or Monatomic Gold is known as a nervine tonic in Ayurveda that helps in improving overall health. Ayurveda texts mention Monatomic Gold as an effective treatment for even extreme skin diseases like Psoriasis and Eczema.” We are however more interested in the cosmetics of it. Pooja has formulated a gold serum which “helps to fight the free radical damage caused by pollution. The nano-peptides, gold and vitamin B3 present in her formulation are vouched for their anti-ageing effects and help in supplying the necessary nutrition and glow to the skin.”

Gold takes different forms in different products – micro-particles, nano-particles, flakes and liquefied gold. Karan Gupta, director of a natural personal care brand, has a rose gold face oil which, he says, “is a rich blend of essential oils and 24k gold flakes which helps to hydrate and condition. The pure 24k gold flakes get absorbed right into your skin, leaving the skin glowing and naturally radiant.” The risks of applying topical creams containing gold is low, but additives can cause a reaction more than the gold by itself, so it is important to read the ingredients carefully. Dr Smitha Warrier from Bengaluru confirms, “It is absolutely safe to use gold unless you are one of the very few predisposed to a gold allergy. However, given the amount used in tubes, there is pretty much no chance of any issues. It can get expensive and hence is not very widely used. The benefits of gold in beauty products are toning, firming wrinkles and fine lines, tackling premature ageing and more. It basically stimulates cells. The smaller the particle size in the product, the easier it is for your skin to absorb it. There are no comparative studies, but compared to other anti-oxidants, gold-infused beauty products give an instant glow because of the inherent property of the metal.”

Rightly so for its visual appeal, in this day and age of app-based filters, gold-infused products provide a natural tint and an instant filter to your looks. Joining the gold rush yet?