boss and judge Simon Cowell keeps his stony face smooth and fresh with regular sheep placenta facials from Kiwi ewes.
The Mirror newspaper reports the talent show supremo, on screens Thursday and Friday nights with the second American series of The X Factor, is so convinced of the rejuvenating properties of afterbirth he has become a devotee of the $650 treatment.
The facials are carried out at the same Beverly Hills Lancer dermatology clinic reportedly frequented by Victoria Beckham.
Simon, 52, has his face exfoliated for half an hour and irradiated with an LED light to open up his pores.
Then the placenta concoction is smeared on in a gel, reportedly mixed with 24-carat gold flakes.
Finally, a "galvanised metal probe" is prodded over the skin to ensure the product penetrates deeply.
Donatella Versace is also said to be a fan of the treatment.