It’s a gold rush!

First it was caviar, then diamonds, now gold is the go-to skin-prep for celebrities about to walk the red carpet.

Cleopatra was an avid fan of the anti-ageing benefits of a 24 carat facial, and for a while now, celebrities such as Nicole Kidman and Cameron Diaz are said to be flexing the plastic for gold facials in an effort to plump up skin and add a touch of brilliance.

The latest A-lister to join the gold rush? Kylie Brown, the wife of former Brisbane Lions captain Jonathan Brown. She has applied 24-carat collagen lip and eye masks by Melbourne skincare brand Ms Soho in preparation for the AFL’s night of nights, the Brownlow Medal. The Lip Plump and Eye Brightner products are part of a three-day cleanse, which promise to tighten and brighten the delicate skin around the eyes, and plump and nourish the lips.

The stakes are high on the red carpet so it’s no wonder celebrities go for gold; this precious metal has been applied to the skin for thousands of years to help trigger collagen production and boost skin plumpness. Some experts also argue that gold also has the ability to remove bacteria from the face and promote lymphatic drainage, making it a good ingredient for issues such as acne and dark circles under the eyes.

Other golden claims include a boost in blood circulation, skin tightening and skin detoxification. Added marine algae and vitamins in many of these masks, help to plump skin with moisture and reduce the appearance of fine lines and wrinkles. The cooling nature of gold also helps refine the skin and reduces puffiness.

Have your say: Do you feature gold in your salon treatment menu?