All skins need water, all the time, and it can come from drinks, fruits, vegetables and hydrating moisturisers. A lack of water leads to dehydrated skin that feels itchy and tight; it can become rough or dull, with fine lines. Showering (especially in hard water), cold or windy weather, pollution and smoking can also play havoc with your skin. But hydrating products like creams, masks and serums restore balance by retaining moisture. Creams rich in hydrating ingredients enhance your skin's natural water-retention process, preventing dehydration and dryness.