If you’ve been anywhere near the skincare world in the past few weeks, you may have heard about a new beauty trend taking over social media. It’s called “skin flooding”. Although it might sound like you have to inundate your complexion with products, this particular online skincare craze is not as complicated as its name would have us believe — especially the “flooding” part.
Internet buzzwords like “flooding” are often used to lure in social media followers. However, you’ll probably find this latest trend whipping beauty addicts into a frenzy is actually pretty similar to your regular skincare routine. Why? Because in a nutshell, skin flooding involves applying hyaluronic acid before you moisturise to boost hydration.
The benefits of hyaluronic acid
Hyaluronic acid is a naturally occurring substance in the body and one of its many functions is helping to keep skin hydrated. Our body’s ability to produce this key molecule decreases as we age, hence why it’s such a popular skincare ingredient. When applied topically, hyaluronic acid has been shown to reduce fine lines and wrinkles, as well as improve skin elasticity. While there are many different types of hyaluronic acids available today – including those derived from plants or animals – the most common type used in beauty products is the sustainable version hailing from a biotechnological origin, sodium hyaluronate. (However, you might sometimes might come across it as “hyaluronic acid,” “hyaluronic acid crosspolymer,” or “hyaluronic acid hydrolyzed” on the ingredient list.) Sodium hyaluronate makes the most of the natural resources available and also provides reliable results in terms of reproducibility. It has been shown not only to increase moisture levels within the dermis (hyaluronic acid can retain 1000 times its weight in water in the skin) but also help boost collagen production while reducing inflammation caused by UV damage or irritation from other ingredients.
Skin Flooding and your regular skincare routine
The concept of layering skincare products to maximise hydration is nothing new, making skin flooding more of a rebrand rather than anything else. What’s more, the chances are you’re already doing it without realising (especially if have dry or dehydrated skin). However, if you don’t currently use a serum containing hyaluronic acid and you think your skin might benefit from hopping on this trend, we suggest checking out Ideal Moisture Level Serum (for normal to dry complexions) or Ideal Rebalancing Level Serum (formulated for combination and oily skins). Both water-based serums harness the power of potent antioxidants and plant-based nutrients, while their optimal concentration of high-weight hyaluronic acid locks in key moisture. Simply apply before your favourite moisturiser to sandwich in that much-needed extra hydration.
Using hyaluronic acid to prime sensitive skin
Another benefit of skin flooding is that it may help protect sensitive skin from targeted actives such as retinol or vitamin C, which are known to cause reactions or irritation. The extra layer of hydration it gives, especially when using high-weight hyaluronic acid, creates an invisible barrier, protecting and supporting skin barrier function, which can be compromised in sensitive individuals.