Which substance helps to retain moisture in the skin?

Humectants are substances that play a crucial role in retaining moisture in the skin. They work by attracting and binding water molecules from the environment to the skin, effectively increasing hydration levels. This ability to draw moisture helps to keep the skin plump, supple, and youthful in appearance.

While moisturizers serve to provide hydration and often contain humectants as part of their formulation, their primary role is to create a barrier to prevent water loss. Retinoids are more focused on skin cell turnover and improving skin texture and tone, while surfactants are designed to cleanse the skin by reducing surface tension, which is not related to moisture retention.