A recent survey has revealed that only 18% of women include a dedicated hydrator in their daily skincare regimen, highlighting a widespread gap between what skin actually needs and common beauty routines.
Hydrated skin not only looks healthier but also feels softer and retains a youthful bounce. Yet, despite understanding the benefits of moisture, many women are not prioritising hydration beyond surface-level creams. While nearly 77% of women reported using a moisturiser, fewer incorporate essential steps such as cleansing (63%) or applying serums (38%) into their routines.
Dr Janine David, GP and women’s health specialist, emphasises the importance of daily skin hydration. “Hydration is one of the most important aspects of healthy, glowing, soft, youthful skin, which is why we all need to be thinking much more ‘mochi mochi skincare’ each day,” she said. She notes that aging, hormonal changes, and sun exposure accelerate the appearance of fine lines and wrinkles due to moisture loss, a process known as transepidermal water loss.
Hyaluronic acid, a naturally occurring molecule in the body with the highest concentration in the skin, is particularly effective for hydration and repair. “Hyaluronic acid is a humectant, meaning it can bind to and hold water molecules to help keep skin hydrated and bouncy,” Dr David explained. However, its levels decline naturally with age, a process worsened by sun exposure and smoking, resulting in dryness, fine lines, and wrinkles. Research shows that “super hyaluronic acid” can penetrate deeper skin layers and provide noticeable anti-wrinkle effects in just 28 days.
Other key skincare ingredients include collagen, retinol, and panthenol. Collagen maintains skin structure and elasticity but declines by roughly 1–1.5% per year, exacerbated by pollution, UV rays, and smoking. Retinol has been shown to reduce fine lines, wrinkles, and pigmentation in as little as 12 weeks, while panthenol, a B-vitamin, enhances elasticity and improves product absorption.
Experts also stress the importance of daily sun protection. Dr Nisa Aslam, GP and dermatology specialist, warns that everyday UV exposure generates free radicals that weaken the skin barrier over time. Despite this, 13% of women reported skipping SPF altogether, and 80% admitted to venturing outdoors on sunny days without sunscreen.
The survey underscores a significant skincare knowledge gap: while many women follow basic routines, fewer understand or implement the deeper hydration practices needed to maintain youthful, healthy skin.
