Hydrated skin isn’t just a nice‑to‑have for NewBeauty readers—it’s the backbone of their entire routine. In a recent survey of more than 550 readers ages 23 to 83,* hydration came through as the top priority across skin types, concerns and ages. But what’s even more telling is how they’re approaching it. Here’s a closer look at the real hydration habits powering their daily routines.
Hydration Is the Non‑Negotiable Step
When asked how important hydration is in their routine, the answer was nearly unanimous: 84 percent of readers say it’s their top priority, while only 15 percent consider it “important but not essential.” For most, hydration isn’t an add‑on—it’s the foundation. And it’s not just about relieving dryness—readers overwhelmingly see it as a long‑term investment in skin health.
They Layer Like Pros
One of the biggest habits to emerge: NewBeauty readers layer. When asked, 59 percent layer multiple hydrating products (serums, creams, oils) with only three percent sticking to a single hydrating product.
And Are Particular With Their Products
When it comes to the types of hydrating products NewBeauty readers rely on, a few clear favorites came out on top:
83 percent of readers said they use moisturizing creams, while 80 percent reach for hydrating serums. 44 percent rely on lip masks or treatments, 43 percent use hydrating mists or toners, 39 percent use hydrating masks, and 35 percent incorporate facial oils into their routine.
While creams and serums dominate their routines, with the majority using both, lip treatments, mists/toners, oils and masks round out the mix, showing how readers support hydration across multiple steps, not just their moisturizer.
The Ingredients They Trust Most
When it comes to the hydrating ingredients they trust in their routines, hyaluronic acid was the standout favorite, with 75 percent of readers calling it their go‑to hydration hero. Ceramides and niacinamide followed closely behind at 40 percent each, signaling strong trust in barrier‑supporting ingredients. Squalane came in at 20 percent, while 15 percent rely on classic, no‑frills glycerin. Altogether, it’s a mix of moisture magnets, barrier builders and skin‑strengthening staples—showing just how intentionally readers choose and customize their hydration routines.
They Switch With the Seasons
Readers also treat their moisturizers like wardrobe staples. 71 percent report switching formulas seasonally—reaching for lighter gels in summer, richer creams in winter—while only 26 percent stick with one product year-round. This flexibility shows that readers understand how much skin needs can shift with weather, humidity and lifestyle changes.
Their Hydration Routine Is Really an Anti‑Aging Routine
And finally, hydration isn’t just about dryness—it’s doing double duty. When asked which skin concerns they hoped hydration will address, 57 percent said fine lines and wrinkles (the clear top concern), 30 percent said dryness, while dullness, sensitivity and hyperpigmentation made up the remaining percentage.
*Source: BeautyEngine Advanced Research, 2026
