Most people would jump at the chance to add more moisture to their skin! Humectant-rich skincare may be the answer, attracting water to the skin and preventing water loss. 

What is a humectant in skin care?

A humectant is a substance that attracts and retains moisture from the air, environment, or deeper layers of the skin. They provide hydration, maintain moisture levels, and help the skin stay moist, soft, and plump.

Humectants work by binding water molecules to themselves, which pulls water to the skin, helping to prevent moisture loss and maintain the skin's natural hydration balance. This is why they are commonly found in moisturisers, serums, and toners designed to hydrate the skin.

Beneficial for dry or dehydrated skin, humectants help improve moisture retention. However, in very dry conditions where there is little humidity, they may pull moisture from deeper layers of skin. As a result, many formulations pair humectants with occlusives (ingredients which form a protective seal over the skin) or emollients (ingredients that soften, smooth, and moisturise the skin) by forming a protective layer on the skin’s surface. 

6 natural humectants for skin

1. Glycerin

Also known as glycerol, glycerin is a natural, colourless, odourless, and viscous liquid commonly used in skincare products for its powerful hydrating properties. It is a humectant, so the ingredient draws in moisture from the environment and helps retain it.

Glycerin is derived from plant oils such as coconut oil or can be synthetically produced. Some of the many benefits of glycerin in skincare include:

• Hydration: helps maintain the skin's moisture balance, making it softer and smoother.

• Skin barrier support: works to improve the skin’s natural barrier, preventing moisture loss through transepidermal moisture loss (TEWL).

• Gentle on skin: non-irritating, making it suitable for sensitive skin types.

Product pick: Cinnamon + Ginger Chai Cleansing Bar

A waterless cleanser perfect for use on both the face and the body, our Cleansing Soap Bar draws out impurities in the skin to leave it feeling clean and clear. 

Award-winning, this chai soap bar gently exfoliates the skin and boosts circulation. Formulated using upcycled residual chai spices from chai syrup production, this product gives a new lease of life to ingredients that would otherwise go to waste.

Formulated with pink clay to reduce redness and irritation, the soap also includes organic cinnamon and ginger oils to give the skin a reviving energy boost. Humectant glycerin hydrates and moisturises the skin by drawing water to the skin, keeping the skin plump and soft.

2. Hyaluronic acid

A naturally occurring substance found in the body, hyaluronic acid is a sugar that holds water, found particularly in our connective tissues, skin, and eyes. In skincare, it’s a popular ingredient due to its powerful ability to retain moisture and keep the skin hydrated.

The hero statistic is that hyaluronic acid can hold up to 1,000 times its weight in water, making it incredibly effective at boosting skin hydration and promoting plump, smooth, and healthy skin.

Some key benefits of hyaluronic acid in skincare include:

• Deep hydration: draws moisture into the skin from the environment, providing long-lasting hydration.

• Plumping effect: helps to improve skin elasticity, reducing the appearance of fine lines and wrinkles, and making the skin look more youthful.

• Soothing: has anti-inflammatory properties, making it ideal for sensitive or irritated skin.

• Non-comedogenic: doesn’t clog pores, making it suitable for all skin types, including oily and acne-prone skin.

Hyaluronic acid comes in various molecular sizes in skincare products. Some formulations use low molecular weight hyaluronic acid, which penetrates deeper into the skin, and others use high molecular weight hyaluronic acid which sits on the surface, providing immediate moisture and smoothing the skin’s surface.

Product pick: Eye Cream with Hyaluronic Acid + Coffee

Targeting dark circles and fine lines, our Eye Cream is suitable for all skin types and works to reduce puffiness in the skin and brighten dark circles.

Formulated with hyaluronic acid and coffee to refresh and renew the delicate eye area, the eye cream should be the first part of the moisturising section of your skincare routine.

Upcycled coffee oil extracted from grounds from London cafés is combined with anti-inflammatory maple bark extract, a by-product of the wood industry in this product.

3. Aloe vera

Plant lovers will likely be familiar with aloe vera – a succulent plant known for its soothing and healing properties. 

The gel found inside the leaves of aloe vera plants is commonly used in skincare due to its ability to hydrate, calm, and repair the skin.

Key benefits of aloe vera in skincare include:

• Hydration: draws moisture into the skin, providing hydration without being heavy or greasy.

• Soothing: anti-inflammatory properties help calm and cool the skin, making it particularly effective for soothing sunburns, irritation, or redness.

• Healing: promotes wound healing and tissue repair. It can help with minor cuts, burns, and skin irritation by speeding up the healing process and reducing scarring.

• Antioxidant properties: contains vitamins C and E, which are antioxidants that help protect the skin from free radicals and environmental damage.

• Antibacterial: mild antibacterial properties help with acne-prone skin by reducing the risk of infection and inflammation.

• Skin regeneration: helps stimulate collagen production, which can help improve skin elasticity and reduce signs of ageing.

Product pick: Cleansing Face Milk with Oat Powder + Aloe Vera

Working to repair and restore the skin’s moisture barrier, our multi-award-winning Oat Cleanser has a milky, creamy formula that hydrates and nourishes the skin. 

Suitable for all skin types, this everyday cleanser leaves skin buttery soft. Formulated with oat powder upcycled from the food and drink industry, this cleanser helps to calm inflammation and any irritation.

4. Alpha hydroxy acids

Alpha hydroxy acids (AHAs) are organic acids typically used as chemical exfoliants, removing dead skin cells to reveal newer, brighter skin. The main types of AHA are glycolic acid, lactic acid, malic acid and citric acid, which are all often used extensively in cosmetics and skincare.

Some of the main benefits of AHAs are:

• Skin exfoliation: as AHAs are water-soluble, they can penetrate the upper layers of the skin.

• Brightens the skin: increases cell turnover by helping to increase the rate at which new cells are produced.

• Even skin tone: by removing the outermost layer of dead and damaged skin cells, cell turnover is increased.

Product pick: Face Toner with Hyaluronic Acid

Our Hydrating Face Toner uses AHA citric acid alongside plumping hyaluronic acid and biologically active mandarin fruit water to protect against inflammation. Helping to unclog pores and even skin tone, our citric acid-rich toner is a fan-favourite. 

5. BHA salicylic acid

Beta hydroxy acid (BHA) is a form of organic mild acid. The BHA you'll probably hear most about is salicylic acid, a widely used exfoliant and acne-targeting ingredient.

This skincare ingredient is used in products to unclog pores, treat acne, reduce blackheads, and improve skin texture. BHAs also have anti-inflammatory and antibacterial properties, making them ideal for oily, acne-prone, or congested skin types.

They exfoliate both on the skin's surface and within the pores, promoting clearer, smoother skin while reducing redness and pore size.

Product pick: Face Moisturiser with Vitamin E

Multi-award-winning and deeply hydrating, our fast-absorbing Face Moisturiser with Vitamin E works to nourish and brighten the skin.

Dermatologically approved, our vegan face cream is suitable for all skin types. It’s formulated with argan powder and combined with skin-soothing cocoa butter, aloe vera and blood orange.

6. Panthenol

Also known as provitamin B5, panthenol is the alcohol analog of pantothenic acid (vitamin B5). It’s naturally derived from plant sources like rice, whole grains and vegetables.

Research has found that panthenol reduces TEWL, helping to keep the skin hydrated and maintain the skin’s natural barrier. It works as a humectant and also an emollient, helping to soothe skin.

It’s naturally derived from plant sources like rice, whole grains and vegetables

Discover our full collection of vegan and cruelty-free skincare.