Turns Out, Most of Us Are Applying Our Moisturizer Wrong

You’d think putting on face cream should come naturally, but it turns out there are a lot of us who haven’t got the hang of applying moisturizer correctly. And in many cases, we’re not getting the most out of our lotions, which in turn means our face may be suffering more than it needs to. Crazy, right?

The air-drying trend that’s taken off on TikTok has brought the issue into sharper focus. The hack suggests letting your skin completely air-dry before going in with skin care. There’s logic to the method, especially if you use a towel to pat your face dry, which (a) can harbor bacteria and (b) can create friction on skin. However, it turns out air-drying is still not the best way to maximize on moisture.

According to Daniel Isaacs, skin care brand Medik8’s chief product officer, skin care formulator, and director of research, “A common myth is that air-drying your skin is the best way to ensure it is free from irritation and allows it to ‘breathe.’ However, this can lead to moisture loss and dryness.”

Rhysa Phommachanh, a skin care specialist at Landys Chemist, agrees. Letting the water dry off your face “contributes to transepidermal water loss, where water evaporates from the skin into the air, accelerating dehydration and leaving the skin feeling tight, rough, and more prone to fine lines and wrinkles,” she says. So if you’ve always favored a moist moisturizer application, gold stars to you. If not, you heard it here first: Keep your skin damp, people.

Dendy Engelman, MD, a board certified dermatologist based in New York City, believes moisturizing is one of the most fundamental steps in any skincare routine—which is why it’s so important to get it right. “Healthy skin depends on maintaining adequate hydration and a strong skin barrier,” Engelman tells Glamour. “When the skin becomes dehydrated, it can appear dull, rough, and more prone to fine lines and irritation. A well-formulated moisturizer helps reduce water loss, supports barrier function, and keeps the skin looking smooth, resilient, and healthy.”

Keep reading for more tips and tricks on applying moisturizer, according to the experts.

Look for ingredients that both attract and retain water within the skin, according to Dr. Engelman. “Humectants like hyaluronic acid and glycerin help draw moisture into the skin, while ingredients like ceramides support the skin barrier and help prevent water loss.”

Engelman also recommends products that support the skin’s natural hydration pathways, like Circadia’s Aquaporin Hydrating Cream. “It’s designed to support aquaporins, which are the channels responsible for transporting water throughout the skin,” Engelman says. “Supporting these natural hydration mechanisms can help improve moisture balance and give skin a healthier, more supple appearance.”

Dr. Engelman says most people should moisturize twice daily: once in the morning and once in the evening. “After cleansing and applying any treatment serums, moisturizer should be applied to slightly damp skin to help lock in hydration,” she says. “In the morning, moisturizer should always be followed by sunscreen, while in the evening it serves as the final step to support overnight repair and recovery. Despite common perceptions, those with oily or acne-prone skin also benefit from daily moisturizing, as dehydration can actually contribute to barrier disruption and increased oil production.”

If your skin consistently feels tight, dry, flaky, or uncomfortable shortly after applying moisturizer, Dr. Engelman says it may be a sign that you’re not using enough product, applying it at the wrong point in your routine, or using a formula that isn’t appropriate for your skin’s needs. “Another common mistake is applying moisturizer to completely dry skin,” she says. “Applying it when the skin is still slightly damp can help improve hydration and overall effectiveness. It’s also important to use moisturizer consistently; occasional use won’t provide the same barrier-supporting benefits as daily application.”

Dr. Isaacs agrees, saying, “Applying moisturizer on damp skin helps lock in moisture more effectively. When skin is slightly wet, it can absorb hydrating ingredients better, enhancing the product’s efficacy. This practice allows the moisturizer to create a barrier that seals in hydration, resulting in a plumper, more radiant complexion.”

“Sometimes the formula is simply too rich for your skin type, or there may be excessive buildup from other skin care products preventing proper penetration,” says Dr. Engelman. “In other cases, applying too much product at once can leave a residue on the skin’s surface.”

However, absorption isn’t always the goal. “A good moisturizer should leave behind ingredients that help protect the skin barrier and reduce moisture loss,” she says. “If your skin feels hydrated, comfortable, and balanced, a slight residual layer isn’t necessarily a sign that the product isn’t working.”

This article originally appeared in Glamour UK.