Skin Flooding

We've all been there: you look in the mirror and see dull, dry, or irritated skin. You wonder, 'How'd I get here!? And how do I fix it?'

Dehydrated or irritated skin is often due to irregular sebum (oil) production or a disrupted microbiome. The result of such deficiencies can be seen in prominent lines, shadows, acne, dry, or dull skin. Skincare users everywhere have been around this track time and time again. Enter: Skin flooding.

I know, I know, skin flooding is, by no means, a "new" concept. It's simply a new name for the age-old practice of layering skincare products strategically to enhance hydration. Call it what you want, it's hitting right now because barrier repair and hydration have overtaken active-heavy routines in the cultural conversation. With over 13 million views on TikTok, skin flooding has remained a trending practice for over two years. But, like most skincare trends, it's not one-size-fits-all. Determining your skin type is the first step to unlocking your personalized skincare routine for a supple complexion. Here's a TLDR on skin type and supportive ingredients: 

Dry Skin, skin that feels tight or itchy and often looks red, patchy, or flaky.

• • • • • Colloidal Oatmeal, natural anti-inflammatory properties, soothes and moisturizes dry, itchy skin.
        • Sodium Hyaluronate, a derivative of hyaluronic acid with smaller particles that provides deeper hydration. 
        • Urea, a natural component of the skin that helps to maintain hydration levels.

Combination Skin, skin which looks shiny and dry in patches, often has enlarged pores.

• • • • • Beta Glucan, helps to soothe and support repair. It draws moisture into dry patches while being lightweight enough not to clog pores or add greasiness to oily zones. 
        • Ceramides, combination skin often has a compromised barrier; oily areas can mask this, but dry patches are a telltale sign. Ceramides replenish the barrier, locking in moisture and preventing water loss across the whole face. They're also non-occlusive, so they won't aggravate the T-zone.
        • Niacinamide, a form of Vitamin B5, helps to regulate sebum production and improve skin texture. It actively reduces shine and minimizes the appearance of pores, strengthens the skin barrier, and improves hydration in drier areas. 

Oily Skin, skin that feels greasy, clogged, and prone to blackheads or whiteheads.

• • • • • Hyaluronic Acid: Lightweight humectant that attracts moisture without greasy residue. 
        • Glycerin: A widely popular humectant that draws moisture from the environment to your skin. 
        • Salicylic Acid: Exfoliates dead skin cells and helps control excess oil. 
        • Aloe Vera: Provides soothing hydration and can calm irritated skin. 

Once you've identified your skin type, you can incorporate key ingredients to support a skin-flooding routine. Skin flooding is the practice of layering products from the thinnest to the thickest, starting on damp skin, to lock in ambient moisture and enhance your skin barrier's integrity (and look gorgeous, obv). Here's a breakdown of layering sequence and essential formats for your routine:

1. Gently Cleanse the Skin: Use a gentle formula to ensure you're not overly stripping the skin.

2. Spritz a Toner or Essence: Apply while the face is still damp to attract water molecules to the skin. 

3. Apply a Serum (or a few): water-based serums that include humectants to draw water into the deeper layers of the skin. 

4. Seal with Occlusive Moisturizer: Seal in all of the attracted moisture.

Opportunities for Beauty Brands

The best way to support consumers is to provide a range of hydrating products for all skin types. If you’re looking for inspiration, look no further than our Skin Flooding Collection: the hydrating, Milky Toner creates a clear, balanced canvas, the Aqua Boost Gel Serum plumps and moisturizes with a unique, jelly-like texture, and our Moisture Mask is a little jar of oceanic aesthetics and hydration. Creating a balanced complexion is not about waterlogging the skin; it’s about choosing the right format that fits your routine and skin type.

Skin flooding is not a new concept. Generations of skincare users continue to return to these principles for one reason: they work. So, whatever the reason, whatever the season, jump in, the water’s fine. Hit up our Sales team to talk about all things hydration!