In the pursuit of healthy, luminous skin, most of us are on the lookout for ways in which we can get the most out of our skincare routine, whether that be with a trending treatment, powerhouse ingredient or game-changing technique. The likelihood is that your skincare shelves are already stocked with the right products for the job, but are you using them to their maximum potential?
Enter ‘skin flooding’, also known as ‘face flooding’, the latest trend making waves on TikTok, with the #skinflooding search amounting to 2.1 billion views on the platform at the time of writing. While it’s not necessarily a new technique (although it has been recently popularised), it is an effective one.
From nourishing thirsty skin to enhancing its natural radiance, skin flooding is a refreshing approach that can work wonders. Intrigued? Read on to dive into the depths of skin flooding.
what is skin flooding?
Sometimes referred to as ‘moisture sandwiching’, skin flooding is a method that involves drenching the skin with layer upon layer of targeted, hydrating ingredients. It's like a drink for your skin, quenching its thirst and boosting its natural vitality. But how does it work?
Picture your skin with tiny channels beneath its surface. When your skin is damp, the humectants or ‘moisture magnets’ in your skincare (think ingredients like hyaluronic acid, glycerin and salicylic acid) will travel further down these channels, penetrating deeper into your skin’s surface, maximising the benefits of each ingredient.
endota’s skin expert and education coordinator, Kimberley Conboy, explains that, when it comes to layering skincare, “The skin responds best when each product is applied separately as this gives the skin the opportunity to recognise the ingredients, allowing them to penetrate the skin. Mixing products together in quick succession, rather than layering or ‘flooding’, can confuse your skin, leaving the product sitting superficially on top and obstructing absorption.”
And while skin flooding is especially beneficial for those with dry or dehydrated complexions, boosting your skin’s hydration levels is only ever going to be a good thing regardless of its tone, type or texture. Oily or acne-prone skin should opt for lightweight, oil-free products, whereas gentle and fragrance-free formulations would best suit sensitive skin. If you're unsure of what your skin type is, take our quiz to identify your skin’s needs.
understanding the different moisturisers involved in skin flooding
There are three classes of moisturisers, and using them in combination ensures you’re effectively hydrating and maintaining the moisture balance of your skin.
- Humectants, which were referred to above as ‘moisture magnets’, are ingredients that retain moisture (such as hyaluronic acid, glycerin and salicylic acid)
- Emollients are ingredients that smooth the skin’s surface and improve texture (such as vitamin E, jojoba oil and squalane)
- Occlusives are ingredients that create a barrier on the skin’s surface, preventing water loss through evaporation (such as lanolin and shea butter)
All three classes of moisturiser are included in products commonly used during the skin flooding process.
how to skin flood
1. start with a clean canvas
Begin by thoroughly cleansing your face to remove any impurities and makeup residue. Opt for a gentle cleanser that respects your skin's natural balance. Kim recommends the Organics™ Moisture Restore Cleansing Milk or New Age™ Sensitive Cleansing Milk depending on your skin type.
2. mist
Apply a hydrating mist to prep and dampen the skin. Look for mists or essences containing ingredients like hyaluronic acid, aloe vera or rosewater to boost hydration, such as the Organics™ Hydrate Me Mist.
3. layer, layer, layer
This is the heart of skin flooding. Start by applying a lightweight serum, followed by a heavier serum. Allow each layer to absorb for a few minutes, then apply your facial mist again before proceeding to the next to avoid product pilling. Kim recommends the Organics™ Radiance Boost Serum, followed by the New Age™ Peptide 8 Hyaluronic Serum. If your skin is feeling particularly dehydrated or dry, using a facial oil can also further lock in moisture. While this step isn’t necessary, using the Organics™ Vitamin Treatment Oil on top of your serums can promote further hydration.
4. seal the deal
Finish by applying a rich night cream or sleeping mask to provide a final layer of hydration and nourishment, such as the Organics™ Deep Hydration Night Cream or Intense Moisture Mask as an overnight treatment
You can also maximise the benefits of skin flooding by exfoliating once or twice a week as needed. Exfoliating removes spent skin cells from your skin’s surface, creating a clear pathway for better product absorption.
when should you use the skin flooding technique?
Practising skin flooding at night allows the skin to fully absorb the layers of hydration undisturbed. During sleep, the body's natural restorative processes are heightened, as this is when skin cells repair and renew themselves. By flooding your skin half an hour to an hour before bed, you wake up to a refreshed and radiant complexion – with more product having been absorbed by your face than your pillow case.
Could skin flooding could be the trick to winter-proofing your routine? We think so. To learn more about remedying winter skin, read our blog.
skin flooding FAQs
How does face flooding differ from regular skincare?
Face flooding, known also as skin flooding, is a more intentional approach to hydration than a standard routine. Instead of applying products in any order, a skin flooding routine layers hydrating ingredients step by step on damp skin, allowing each product to penetrate deeply. This contrasts with traditional skincare, where products may sit on the surface and deliver only superficial hydration. In essence, what is skin flooding? It’s a hydration-first ritual that boosts radiance and nourishes your skin from the inside out.
What are the benefits of a skin flooding routine?
The benefits of a skin flooding routine go beyond surface hydration. By layering humectants, emollients, and occlusives correctly, skin flooding helps your skin retain moisture longer, improve softness, and maintain a healthy barrier. Many find that regular practice can reduce dryness, enhance natural glow, and leave skin feeling smoother and more resilient. Whether your goal is plumpness, calmness, or overall balance, skin flooding supports your skin in its daily recovery and nourishment.
What products do you need for skin flooding?
A proper skin flooding routine relies on three types of products:
- Humectants like hyaluronic acid and glycerin draw hydration into the skin.
- Emollients such as squalane or vitamin E to smooth and soften skin texture.
- Occlusives such as shea butter or lanolin, help lock in moisture and prevent evaporation.
You likely already have these essentials in your skincare line-up. For face flooding, start with lighter, water-based formulas on damp skin and finish with richer creams or balms. This layering ensures each ingredient penetrates efficiently, maximising hydration benefits.
Is skin flooding suitable for oily or acne-prone skin?
Absolutely. Skin flooding works for all skin types, including oily or acne-prone skin, as long as you choose lightweight, non-comedogenic products. Gel-based moisturisers and water-based serums with humectants like hyaluronic acid deliver hydration without clogging pores. By properly nourishing your skin barrier, skin flooding can even help balance oil production and support a clearer, healthier complexion.
Could skin flooding could be the trick to winter-proofing your routine? We think so. To learn more about remedying winter skin, read our blog.
learn more about your skin
Do you have oily, sensitive, dry, combination or normal skin? Take our skin type quiz to discover your skin type, skincare recommendations and top tips.
