America’s golden beauty craze

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  • The US spa treatment that brings a new meaning to luxe beauty

    It may leave you looking like you have stepped out of the James Bond film Goldfinger, but the Luxe 24 Karat Gold Facial is the latest beauty craze to sweep America.

    Claiming to firm and brighten skin tone, the treatment uses gold leaf flakes, which are placed on the skin and massaged in. The flakes then create a barrier on the skin, which lasts for 28 days.

    Japanese company UMO has pioneered the treatment, which uses a mist to enables the gold to penetrate the skin. UMO CEO Ron Razeggi explains, ‘The skin tries to reject the gold because it’s a foreign object. In order to do that, it builds new cells.’

    He adds, ‘Right now, the body produces new cells every 28 days. But this accelerates the cell-building and, as a result, it firms and tightens the skin.’

    Available at the Charleston Place spa in South Carolina, the facial costs £180.

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