Persistence may be paying off for GoldCosmetica, a small company that makes gold leaf and other precious metal preparations for use in personal care products and cosmetics. The firm has exhibited for several years at In-Cosmetics Global, a major conference that brings chemical makers and analytical laboratories together with consumer product makers each year in Europe. Now gold facial masks are showing up in television ads for spas, hotels, and other luxury experiences in the US. And this year, gold flecks appeared in products and sample formulations at several other booths at the show, including a $46 tube of golden toothpaste at the sought-after demonstration bar put on by the market-research company Mintel Group. GoldCosmetica happily supplies clinical data supporting the claim that gold and platinum have active effects on skin health, and some recent academic research has shown biological activity from gold nanoparticles. But Mintel’s Geneviève Deslongchamps says she’s seeing actual sales of personal care products happen where gold plays its classic role: as a luxury good and status symbol.
Credit:
Craig Bettenhausen/C&EN
Credit: Craig Bettenhausen/C&EN
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2026 American Chemical Society
