There will always be something sentimental about old-school cold creams. Beloved by your grandmother and Hollywood screen sirens alike, they are timeless. But let's face it—moisturizers have come a long way since then. For women adverse to heavy creams, there are now hi-tech, lightweight moisturizers that deliver the same hydration and protection, but with a feels-like-nothing effect.
Many of these formulas were born out of the k-beauty movement, which champions watery textures that are still highly effective. But now, scoring one of these elixirs doesn't require a trip to Seoul or exorbitant international shipping rates—it's as simple as popping into the drugstore. L'Oreal Paris' new trio of Hydra Genius moisturizers features a liquid care technology—infused with hydrating hyaluronic acid and glycerin, as well as soothing, nutrient-rich aloe vera—that lasts for an unheard-of 72 hours.
"It's not an ordinary moisturizer, it's a skin drink," explains Dr. Rocio Rivera, L'Oreal's Director of Scientific Communications. "The formulas are lightweight so they can penetrate the skin faster and provide intense, deep, and long-lasting hydration."
Created in three different research and innovation centers in Japan, France, and the U.S., prior to Hydra Genius' launch, we visted L'Oréal's Research and Innovation lab in New Jersey to learn how Rivera and her team formulated its cutting-edge moisturizer. The craziest thing we learned? Their scientists tested it on samples of real, incubated human skin, which gives them a wider array of different ethnicities and skin types to analyze for better efficacy.
And because one size—er, formula—doesn't fit all, the technology has been tailored with a different texture and finish for each skin type. There's a mattifying water gel for oily skin, glowy gel-cream for normal to dry skin, and comforting cream-to-oil for extra dry skin.
And even with these tweaks, the results are the same across the board. Each leaves the skin softer, smoother, bouncier, and brighter with a dewy (never greasy!), melted-in feel that's lovely on its own or layered under makeup.
L'Oreal Paris Hydra Genius Daily Liquid Care for Normal/Dry Skin, Normal/Oily Skin, and Extra Dry Skin, $17.99; lorealparisusa.com.
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