A new toothpaste hits Boots' shelves in February, boasting a very novel ingredient: gold!

Janina 24K Gold Toothpaste is formulated with 24K colloidal gold, which is said to have regenerative and anti-inflammatory benefits for the gums. The paste also contains non-abrasive whitening properties (making the product also suitable for veneers).

The manufacturers point out that gold has a long history as a beauty aid. The Ancient Egyptians used gold in dentistry and believed that if they ingested the precious metal that their life force would be stimulated and their body would be purified. While during the Renaissance, Diane de Poitiers, the famous royal mistress of King Henri II of France, was said to have maintained her beautiful white skin and youthful looks well into old age by drinking a gold elixir and brushing her teeth with gold!

On counter at the end of February, it will retail at £18.50.