THE BUZZWORD in skincare for years now has been anti-aging. One company, however, has long espoused “youth-building” instead of simply addressing the visible signs of aging.

 

For Murad, the bottom line is hydration.

 

“When we are born, we are about 75 percent water and our cells are strong, so our skin is plump and healthy,” Dr. Howard Murad, founder of Murad, LLC and Inclusive Health, said in a statement.

 

“As we age, internal and external factors damage our cells and weaken their ability to retain water, causing dehydration, which is a major factor in premature aging.”

 

Over the years, Murad has built up a skincare arsenal that tackles skincare problems, ranging from adult acne to sensitive skin, but the doctor has always maintained that hydration is key.

 

Its newest products, Hydro-Dynamic Quenching Essence and an enhanced version of the company’s award-winning Hydro-Dynamic Ultimate Moisture, are testament to that.

 

The first is a silky, weightless treatment that optimizes skin moisture capacity, while the second is a luxurious yet lightweight cream that provides 24-hour moisturization.

 

The products can be used separately or layered, starting with the essence topped with the moisturizer.

 

“Murad is about building youth through cellular health, not just surface moisture,” Olia Botchev, Murad’s vice president international, told reporters at a press event last Tuesday.

 

“When you’re hydrated, your skin is plumped up, so wrinkles are not as obvious,” added Thomas Smith, Murad’s senior director of international marketing.

 

The Water Principle

 

In his book, “The Murad Method: Wrinkle-Proof, Repair and Renew Your Skin with the Proven 5-Week Program,” Dr. Murad devotes a chapter to “The Water Principle” that talks about getting water into cells and keeping it there.

 

“Next to oxygen, water is the most important substance you need, and almost everything we know about aging tells us that the decline in function over the years is a story of water loss,” he writes.

 

Drinking more than eight glasses of water, however, won’t cut it, as there is a difference between intracellular (water inside the cells) and extracellular (water outside the cells) fluid.

 

“Both are important for healthy skin, but excessive extracellular fluid may be unhealthy and is often unattractive,” he writes in his book.

 

He then lists physical manifestations such as puffy eye bags, a bloated tummy and swollen ankles.

 

“To achieve optimum hydration, we need to strengthen your cells and increase your skin’s ability to hold on to water,” Murad said.

 

“My studies have shown that to do this, it is essential to nourish from the inside out—feed your body with water-rich foods, minimize stress and feed your skin with efficacious topical products that prevent water loss.”

 

The company also launched a new skincare regimen made for Asian complexions and designed to increase skin luminosity. White Brilliance consists of a cleansing cream, Luminous Essence, Porcelain Serum and Luminous Shield SPF 50.

 

Each product is infused with porcelain flower extract, a delicate blossom found only in the continent and known for its high content of natural antioxidants and anti-inflammatories.

 

Hydro-Dynamic Quenching Essence and Hydro-Dynamic Moisture will be available in March, the White Brilliance range in April.