Humectants

Why Humectants Are the Key to Deep, Lasting Hydration

Humectants are the moisture magnets of skincare. These ingredients pull water from the air and deeper layers of your skin to keep the surface hydrated, soft, and smooth. If your skin feels tight, dry, or dull, humectants are what you need.

Unlike occlusives (which seal in moisture) or emollients (which soften the skin), humectants actively attract water. They’re essential in everything from serums and creams to cleansers and masks.

Common humectants found in beauty products:

• Glycerin – A classic, ultra-effective hydrator that’s gentle and affordable
• Hyaluronic Acid – Holds up to 1,000 times its weight in water
• Panthenol (provitamin B5) – Hydrates and soothes irritated skin
• Sodium PCA – A naturally occurring humectant that helps maintain the skin’s moisture balance
• Urea – Both hydrates and lightly exfoliates, making it great for rough or flaky skin

Humectants work best when paired with moisturisers that lock hydration in. On their own, they can sometimes pull moisture from your skin if the air is dry — so layering is key.

Bottom line: Humectants are essential for any product that claims to hydrate. They’re the first step in keeping your skin plump, dewy, and resilient.