Beverly Hills, CA.: April 2012 If you are one of the millions of Americans suffering from the pain of dry cracked skin, chances are you’ve searched the aisles of your local drug store for a cure only to be disappointed by product after product. And most likely you’ve invested hundreds of dollars over the years on lotions that just end up sitting on your bathroom shelves or in the trash.

You are not alone.

Wonder Ingredients that go nowhere
The skin care industry is a multi-billion dollar industry with companies racing to create the newest wonder ingredients and fight for top celebrity endorsements all designed to get you to purchase their brand. What many of these larger companies aren’t telling you is that using their lotions could be prolonging your dry skin condition.

The truth about dry, cracked skin
Dry cracked skin is a result of a damaged skin barrier that is not functioning properly. Normal, healthy skin has an intact skin barrier that protects the thin layer of natural lipids and keeps in moisture. Once the skin barrier becomes damaged the skin begins to lose it’s own natural moisture leading to dry skin or skin irritation. Conventional lotions aren’t designed to restore the skins barrier which is why many of them do not actually cure dry skin. Many conventional lotions use chemical ingredients that add an artificial layer of moisture to skin which just leaves skin feeling greasy instead of really handling your dry skin problem.

Dr. Lisa Benest, a board certified dermatologist, further explains why conventional lotions don’t really work, “Regular moisturizers are designed to add moisture onto the skin. However it does nothing to repair the barrier so it’s an endless cycle of constant moisture application onto the skin without healing and curing the dry skin. Many traditional moisturizers restore the moisture to the skin on a temporary basis, but after continued use actually send a message back to the skin saying it doesn’t need any further moisture to be produced by the skin, and so we can end up with the opposite condition where the skin is less hydrated than prior to using the moisturizers.”

A new discovery that shields your skin
That is why the researchers at 21st Century Formulations, a small US based skin care company, took years to develop and release its Skin MD Natural Shielding Lotion. Shielding lotion is a new category of lotion designed to restore and strengthen the skins own natural barrier. By strengthening the skin’s natural barrier Skin MD Natural allows your skin to heal itself, getting rid of dry skin for good. Skin MD Natural also has the added benefits of being free from gluten, fragrances, parabens, dyes, and other harsh ingredients that can damage your skin.