Our founding goal was to develop a product that would naturally hydrate the skin while restoring the protective qualities of the outer layer of skin that modern life strips away. The result was a lotion so different from any previous skin care product that doctors adopted a new name for it: Shielding Lotion. It took 6 years of collaboration between noted dermatologist and surgeons and a world-class chemist (who had created well over 30,000 skin care formulations for the world’s leading cosmetic companies) to reach and then exceed the original goal. The humectant in Skin MD, for example, draws 6 times more moisture into the skin than does glycerin (the previous goal standard and still the most common humectant.) Clinical studies by an independent testing laboratory measuring moisture loss demonstrated conclusively that Skin MD Natural actually increases the amount of moisture in the skin over time when compared to all other skin care products (including petrolatum and mineral oil.) More importantly, thousands of users have told us that Skin MD Shielding Lotion is the best face and body lotion they have ever used. Even women with severe dry skin conditions and allergies have found relief. Shielding Lotion moisturizes and protects so well… it actually prevents dry skin.