Blame it on any number of factors—dry air, wind, sun exposure, excessive cleansing, changes in humidity, alcohol, and smoking. Insufficient water intake may also be a culprit. Even oilier skins become dehydrated if you’re not drinking enough water. All of which can lead to a weakened moisture barrier.

A strong moisture barrier means skin can keep its own moisture in, and keep environmental irritants out. As skin gets older, or is sun damaged, its ability to maintain its natural moisture barrier breaks down.

Drink plenty of water and follow a daily skin care regimen that includes gentle exfoliation. Exfoliation makes it easier for skin to absorb moisturizer and its beneficial ingredients. And moisturize at least twice daily. You’ll see fine lines and tightness get replaced by smooth, healthy, glowing skin. If skin feels dry during the day, tap on moisturizer over makeup—Moisture Surge™ 72-Hour is perfect for on-the-go skin hydration. For a more intense moisture treatment, add a hydrating mask to your routine. Moisture Surge™ Overnight Mask replenishes thirsty skin while you sleep.