the importance of hydration.
the baseline your skin depends on.
Comfort. Balance. Calm
When your skin retains moisture, everything else works better. Your barrier, your makeup, your mood.
That’s hydration. And it matters every day.
Why hydration gets stolen.
ICYMI: your skin is constantly losing moisture, thanks to everyday thieves like:
Sun & heat - break down your barrier lipids;
Wind & cold - strip away surface moisture;
Screens & stress - ramp up free radicals that weaken defenses;
Pollution - adds insult to injury with particles that spike inflammation.
These steal water faster than your skin can hold onto it. The result? Tightness. Dullness. Sensitivity. Flare-ups.
The science calls it transepidermal water loss (TEWL - see diagram following).
We call it barrier breakdown. Hydration is how you lock it back in.
Transepidermal water loss (TEWL)
TL;DR: Moisture loss = barrier breakdown.
Hydration is how you lock it back in.
drinking water ≠ skin hydration.
let’s clear this one up:
drinking water hydrates your body - not your face.
your internal organs get first dibs. skin is last in line.
Topical hydration is what makes the difference:
Humectants (like glycerin and hyaluronic acid) pull moisture into the surface
Occlusives + emollients (like shea butter) help seal it in
It’s teamwork: inside-out + outside-in. Drink your water. Then seal the deal.
madkind's hydration stack.
We don't chase 7-step routines.
We build essentials that do the work:
Glycerin + Hyaluronic Acid = draw in water, keep skin plump;
Ceramides + Panthenol = rebuild your barrier so hydration stays put;
Snow Lotus (Saussurea involucrata) = a botanical used for centuries in Eastern medicine,
now helping calm visible redness and bring skin back to steady.
Lightweight plant oils + esters = smooth without the heavy, waxy finish.
No waxy buildup. Just lightweight, effective hydration that feels like your skin - not a layer.
what hydrated skin feels like.
Forget the “glass skin” myth. Hydrated skin is:
steady
not tight
comfortable
not greasy
resilient
not reactive
Hydration isn’t a seasonal trend.
It’s the baseline your skin depends on, every day.
what the science says.
Pollution, stress, climate - everyday "thieves" do a number on your skin barrier, increasing water loss.
Studies confirm that humectants (like glycerin), emollients, and occlusives work together to help.
A review of human and environmental studies found that pollution (e.g. particulate matter, NO)
significantly increases TEWL (transepidermal water loss). When the barrier is exposed to polluted air, more moisture escapes.
TEWL Study on PubMED Central
Moisturizers combining humectants, emollients, and occlusives are shown to improve hydration
and help restore damaged skin barriers (like in dermatitis). Using them regularly helps skin hold
moisture better.
Moisturizers and Dermatitis on PubMED Central
Topical urea and glycerin have been shown in clinical trials to reduce TEWL in dry or compromised skin. These ingredients also improve skin barrier integrity over time.
Fluid Intake and Hydration on PubMED Central
Environmental stressors — low humidity, temperature swings, wind, pollution — not only steal moisture but reduce effectiveness of skin’s natural lipid barrier. Scientifically, maintaining barrier lipids (like ceramides) helps guard against hydration loss.
Moisturizers and Dermatitis on PubMED Central
Studies show that drinking water or fluid intake alone has minimal direct effect on surface skin
hydration. The skin needs topical support. Humectants + occlusives matter more for visible moisture and comfort.
Fluid Intake and Hydration on PubMED Central
why madkind is different.
we publish every ingredient.
we keep fragrance minimal — and we’re building
fragrance-free options.
we don’t greenwash. if something’s debated (like
petrolatum), we tell you why it’s there and what we’re exploring as alternatives.
Because hydration shouldn’t be complicated. Or hidden behind buzzwords.
LEARN MORE
thirsty for answers? we got you.
because if you’re wondering about it, someone else is too, so let’s clear it up.
Q: What are the best hydrators for skin?
A: Look for humectants like glycerin and hyaluronic acid. They pull moisture into the top layers of your skin. Bonus points for formulas that also include urea, panthenol, or Snow Lotus to help calm and smooth.
Q: How do I stop TEWL?
A: TEWL = transepidermal water loss — when water escapes through your skin barrier.
To stop it:
Use
humectants
(to bring water in)
Layer
emollients
and
occlusives
(to keep it in)
Avoid over-exfoliation, stripping cleansers, and dry environments without barrier support
Q: What’s the difference between dry skin and dehydrated skin?
A: Dry skin = a skin type (you don’t produce enough oil).
Dehydrated skin = a skin condition (you’re losing water).
Even oily skin can be dehydrated. That’s why hydration matters for every skin type.
Q: Does drinking water hydrate your skin?
A: Not really. Your body uses that water for internal organs first. Topical hydration is how your skin gets what it needs — especially when stress, screens, and pollution are drying it out.
Q:How should I layer hydration products?
A: Think of it like this:
Cleanser - gently cleans without stripping moisture
Toner -
to prep
Serum -
to hydrate (humectants)
Moisturizer -
to seal (occlusives/emollients)
Let each layer absorb liquid the next. Easy.
Q: What’s the difference between dry skin and dehydrated skin?
A: Dry skin might feel:
Tight by midday
Flaky or dull
Reactive to products
Greasy and dry in patches
Your skin might also feel like makeup “sits weird” — classic sign of dehydration.
