Celeb fans include the Kardashian sisters and actresses Emma Stone and Gwyneth Paltrow , who take their make-up off with the stuff uses coconut oil for baking and rehydrate with its water.
So it's no surprise sales of coconut products are on the up - Holland & Barrett has reported a 64% increase in sales of coconut products this year.
"Coconut oil, whether used alone or as part of a body oil, lotion or scrub, leaves a silky feel and keeps skin smooth, elastic and hydrated, thanks to its medium-chain fatty acids and proteins," says Odylique skincare expert Margaret Weeds.
And because of its molecular structure, it's easily absorbed - a study in the International Journal of Dermatology showed that pure virgin coconut oil helped decrease water loss in people with atopic dermatitis.
"Coconut oil is a great cleanser because it's easily removed, clears congested pores and isn't greasy, plus it contains around 50% lauric acid, an antimicrobial fatty acid," says Margaret Weeds.
Coconut oil penetrates the hair shaft easily because of its small molecular structure. "This means it can hydrate and soften hair, preventing breakage and reducing protein loss," says celebrity hairdresser Lee Stafford.
"It's also great for scalp health as it has soothing and cooling properties."
Oil pulling - that's pulling, pushing and sucking coconut oil through teeth - is said to help lift off stains and whiten teeth. It's antibacterial too.
"Bacteria in the mouth are covered with a lipid membrane. When it comes into contact with coconut oil, they naturally adhere to each other," explains nutritionist Alex Thompson.
More and more make-up products are incorporating coconut oil and water in their formulas.
We like the nourishing Proto-Col Studio Touch Foundation with coconut oil, £14.95,proto-col.com, and Too Faced Born this Way Foundation, £27, toofaced.com , with coconut water to replenish your skin's moisture.
