Gwyneth Paltrow proves she's willing to suffer for her looks by using bee-sting procedure

Apparently, it's a treatment called apitherapy that's thousands of years old.

Gwyneth Paltrow allows bees to sting her to improve her looks.

The 43-year-old actress - who is no stranger to experimenting with different cosmetics - underwent the historic procedure called apitherapy, which saw her consent to being struck by the insect, in order to reduce the swelling in her face and improve blemishes.