The key to healthy skin is hydration. A dehydrated skin usually feels tight, itchy and irritated. Dehydrated skin is sensitive and can also lead to cracks and premature aging. The solution is in your skin care products that helps the skin’s hydration level and promotes its ability to bind with more water. Urea, is one of the most effective moisturizing ingredients in a beauty product. Urea’s role within the skin is to help maintain a healthy moisture balance bringing relief to dry skin. WHAT IS UREA Urea is a humectant called hydroxyethyl urea, do not confuse this ingredient with diazolidinyl urea or imidazolidinyl urea which are both preservatives. Urea is a naturally occurring substance found in the surface layer of our skin. It is a part of our natural moisturizing factor (NMF), which function is to keep skin hydrated, protected and working efficiently. Urea is a natural component of our skin’s tissues and makes up 7% of our natural moisturizing factor. When Urea is applied to the skin it penetrates the stratum corneum, where it absorbs and retains water increasing the capacity of the skin to hold moisture and rehydrate. Urea has the ability to hold on to water molecules, helping to keep skin moist. It also has anti-itch properties and helps to reduce the amount of water lost through the skin. Urea also improves and strengthens the skin’s barrier function while accelerating the skins cellular process. Urea works in synergy with a natural exfoliant like lactic Acid, helping to create the molecular structure of the skin. Combining Lactic Acid and Urea, they work actively to remove dead skin cells and improve cellular turnover, helping to dramatically improve the water binding ability of the skin. Urea can create a local anesthetic effect on the skin helping to reduce cycles of inflammation ideal for sensitive skin conditions. For anyone with very dry skin and cracked heels, products that contain Urea is an absolute must.