Humectants are essential in cosmetic, skincare, and hair care products to retain hydration with absorbing moisture from the air or deeper layers of the skin into the outermost layer. Humectants form hydrogen bonds with water molecules and help to retain the natural moisture of the skin. Basically, humectants are molecules with one or more hydrophilic groups attached to them. These hydrophilic groups can be either amines, like urea or amino acids, carboxyl groups such as fatty acids and alpha hydroxy acids, or hydroxyl groups such as glycerin, sorbitol and butylene or other glycols.
Humectants prevent dryness with maintain moisture in skin and hair, improve texture and keeps skin soft and smooth.
Humectants are often combined with occlusives (which lock in moisture) and emollients (which smooth the skin) for maximum hydration