In Greek mythology, Midas, king of Phrygia, was famous for his golden touch. In reward for his kindness, Midas was granted one wish from the god Dionysus; but Midas, answering with little thought, said, “I want everything I touch to turn to gold”, which he later regretted. Consumers are looking for Midas’ Touch in their personal care products, particularly, their facial masks; but they, too, are finding their decisions to be regrettable.

Who doesn’t like the idea of gold in their facial creams, masks and cleansers? Cosmetic formulators have been using gold in skin care products for many years, and their selling points usually highlight gold’s to reduce inflammation or fight off acne. Gold flecks are a popular way to add metal into creams. Flecks sparkle and glimmer, which leaves consumer skin illuminated and “warm the skin making it conducive to other ingredients,” said The New York Times. But the problem is microscopic-sized particles of gold—nano—aka collid, is touted as the effective way to deliver this metal’s benefits and the flakes just leave the skin panning for its “gold benefits”.

Some doctors recognize gold as a beneficial skin care addition; they say it can inflame skin, particularly those with dermatitis. Adverse effects have been reported from consumers who purchased high-end golden facial masks, including rashes and burning. Maybe a bronzer is a better idea for that “Midas Touch” look?