Are 24K Gold Beauty Products Worth the Hype?

Photo by: Jane Iredale
Jane Iredale 24K Gold Dust, 13.50
Add this loose powder to eyelids, cheeks, or even glossy lips for an ethereal effect.... more 
Photo by: Jane Iredale
Jane Iredale 24K Gold Dust, 13.50
Add this loose powder to eyelids, cheeks, or even glossy lips for an ethereal effect. less 
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Thu, Nov 14, 2013 5:01 PM EST
Gold is the trend that won't die. For the past decade, many women have coveted all things gilded, from rose gold makeup to metallic accessories, and with the holidays approaching retailers are pushing the glitz. Real gold has been increasingly popping up in beauty products from face masks and lotions to eyeshadow and nail polish. But is gold leaf or even gold dust particles really beneficial to the skin, or just a way to up the price of products? "I don't think there's any scientific data that shows that gold has any effect on firming, rejuvenating, or reducing wrinkles," says Dr. Sejal K. Shah, a New York City-based cosmetic dermatologist. "It should not be considered anti-aging, however, in things like makeup or creams that give you a glow it could be considered a pigmenting agent."

Gold products touting health benefits may be pure gimmick, and those seeking a midas touch may actually want to be careful when using items containing the metal. "Gold has been named allergen of the year in the past by the American Contact Dermatitis Society," says Shah. "There are some people who can be irritated by gold. Usually this is in high doses, and I don't know that these products contain enough gold to cause allergies, but you have to be careful." Shah suggests using caution if you're allergic to metals like nickel or cobalt, and says reactions may include a rash or itchy, red, flakey looking skin. Still seeking a golden glow? Here are a range of items on the market, from pretty and practical to insanely extravagant. Try at your own risk. By Joanna Douglas, Yahoo Shine Senior Fashion and Beauty Editor