Hey everyone! I am so excited to share with you my collaboration with my all-time favourite skincare brand – AVEENO®! For those that have read my blogs for the last few months, you’ll notice I write a lot about AVEENO® and how much I love their products. I really feel like discovering AVEENO® was the changing point for me and my skin and of the many products I’ve tried, it has definitely made the most difference. That’s why I was so excited when the AVEENO® team got in touch with me after reading my blogs and asked if I wanted to try their new Dermexa range – a new range for very dry itchy skin (i.e. mine)! AVEENO® can be used on face and body which I like – much easier than having to use numerous products! I think what differentiates AVEENO® is that they use oats as an ingredient. What is beneficial about oat (other than being a great breaskfast item)? They are known to soothe sensitive skin, moisturise dehydrated skin, the oat particules adhere to dirt and dead skin cells allowing them to be cleansed and washed away, they protect by forming a protective film on the surface of the skin and add a buffer to help skin return to normal pH levels. Whilst it can feel weird having what feels like an extra layer on your skin, I like it because you can directly see and feel the product in action and you really do feel protected – I notice a difference almost immediately after using these creams.
For those that haven’t read my full skin story, for me, skin is something that is on my mind every hour of every day. I spend so much time trying to keep my skin intact, and the physical and mental impact can be a challenge! I feel in such a good place this year though and on top of my skin (mostly) in a way I haven’t been in recent years. Even though now I don’t have terrible eczema flare ups anymore, I still suffer with dry and itchy skin, I really struggle to keep the moisture in. It usually takes me a full week to get back to normal skin and it can be frustrating – sometimes I feel like even being soaked in pure olive oil wouldn’t stop my dry flaky skin! It feels like no matter how much cream I apply – I cannot stop the dryness. I moisturise 3 times a day (5+ times on really dry bits – inside elbows, in the crease in my shoulder, neck and face). I have since realised how important it is to also hydrate from the inside – so I’ve been drinking cucumber and celery juice every morning (both contain so much water) and eating watermelon (it is in the name) and drinking 2 litres of water every day. I really notice a difference in my skin – and I’ve learned it isn’t just creams that help but what you’ve putting into your body that is equally important.
- Dry itchy skin is the absolute worst and unless you’ve had it – you don’t know what it feels like (no a normal itch is NOT the same)! I always used to have itchy skin after alcohol but that seems to have gone away now. I remember back in 2016 when I did the York Test for food intolerance and I came back intolerant to dairy, wheat, yeast and gluten and some wines I totally panicked. However, my doctor said that food/drink doesn’t necessarily cause eczema but can make it worse during a flare up. I’ve talked about how much a vegan diet has helped my skin and totally transformed my gut health – so I definitely do believe food and drink can lead to eczema, but I also believe that when eczema is under control, you can enjoy the food/drink you normally would. If not causal, it is definitely linked. I remember feeling upset and confused as to why these foods were making me so ill, but now I’ve holistically recovered I can enjoy what I want and not suffer. Mind body and soul for sure! I still take antihistamine tablets everywhere I go – I’m sure it’s a mental thing. If I don’t have them I’m suddenly itchy, but when I have them in my bag etc I don’t need them. I still start to itch just as I’m trying to go to sleep – which is definitely my mind playing tricks on me. That’s something I still struggle with – other than that I don’t itch anywhere near as much as I did. I’ve also talked about acrylic nails saving my life because they are more thick and don’t cut skin – that’s really important!
Collaborating with AVEENO® has taught me so much and this range couldn’t be more perfect for me and my needs. The first thing they did for me was this amazing drawing: me + sunnies + prosecco = very happy girl. It’s funny how they got it so accurate – is my Instagram that telling haha?! I feel like they knew me so well and truly understood me. I also now understand the difference between eczema and dry skin and the importance of a good skincare routine and I feel so lucky! I got to speak with Rebecca Bennett (a Skincare Expert at Johnson & Johnson, the company who own AVEENO®) and have a discussion on the causes of dry skin and the solution offered by the new AVEENO® Dermexa range and ingredients. The branding team were so lovely and thoughtful; they talked about the name ‘Dermexa’ (sounds similar to dermatology), so people can resonate. As a consumer, I immediately feel linked to the product – it is nice knowing a company has specifically thought about sufferers like me. They also talked about not making their product clinical in a white bottle but something pretty and pleasant to look at. It’s true – my bathroom cabinet usually looks like a pharmacy and these products are so cute and pretty yet specifically designed for troubled skin – win win! Anyway, we had a discussion around personal struggles with Eczema and dry skin and she gave me specific skincare advice which was amazing. See below for the answers to some of the key questions you may have relating to dry skin/eczema, by Rebecca Bennett.
◦What defines dry, itchy or eczema prone skin?
◦Dry and itchy skin is a relatively common skin complaint in this country, and around 15 million people are reported to have eczema prone skin in the UK. Atopic dermatitis is the most common type of eczema and many people describe their symptoms as ‘flare ups’, which can be brought on by a variety of different triggers.
◦In most healthy people, we have a balanced microbiome (naturally occurring ecosystem of bacteria on the skin). On average, we have around 1 billion bacteria per 1cm squared of skin, but those with dry skin or eczema prone skin may have a disrupted microbiome where there is a dominance of one bacteria causing an imbalance and a potential reaction. This can be especially true with an active outbreak of eczema.
◦The skin requires a pH level around 5.0, but those with dry skin or eczema might have higher pH levels which can impact the skin’s health and cause itching and irritation. Inappropriate skin cleansers, such as harsh soaps or shower gels, can also raise skin pH.
◦What are the other symptoms that sufferers might experience?
◦Those with dry skin might experience visibly dustiness or flakiness on the skin’s surface. In more severe cases, you might also find that this dryness is very irritable or incredibly itchy. Redness is another visible symptom that some dry skin or eczema prone people may experience, which can be quite distressing particularly when in hard to hide places such as on your neck, face or hands. If you do have itchy skin, it’s almost impossible not to scratch which can lead to bleeding or broken skin, and, in some cases, even scarring. Also, in extreme conditions even without scratching, skin can become broken, for example in colder weather or when exposed to drying air conditioning. Eczema breakouts are commonly in areas with thinner skin (inside elbows, behind knees, shins, neck etc.)
◦What factors tend to irritate or trigger dry, itchy or eczema prone skin?
◦As well as environmental factors such as weather, climate or exposure to air conditioning or central heating, skin can also be impacted by emotions, for example, during times of high stress. Also, time is an important factor to consider. We’re often too busy to give our bodies and particularly our skin the love and attention it needs, that’s why it’s important to have a routine in place so that you are doing all you can to keep symptoms at bay.
◦Is eczema and dry skin more common in children?
◦Babies can often develop dry skin, as they have thinner, more sensitive skin, but 1 in 8 may go on to develop eczema, especially where there’s a family history of allergic conditions such as eczema, asthma or hay fever. The symptoms are patches of red, dry and itchy skin on the face or behind the ears, and in the creases of the neck, knees and elbows.
◦Are skin problems/types hereditary?
◦Some experts think children may be genetically inclined to get eczema, which means characteristics have been passed on from parents through genes that make a child more likely to get it.
◦What are some daily routine changes or tips for dry skin sufferers to help improve their skin?
◦Avoid really hot showers! The hot water might feel great in the moment, but it will ultimately dry out your skin even more and can lead to further irritation. This is so difficult and I can personally attest to how amazing hot showers feel. When my skin was so bad, you could pay me no money to stop me taking boiling hot showers – but I’d always regret it so much after.
◦Keep moisturised. Dry skin is dehydrated, so keep it moisturised with products that lock in the moisture. A good ingredient to look out for is Glycerin as this draws moisture into the skin and helps to seal it in.
◦Be careful when exfoliating. When you have dry or flaking skin it can be tempting to remove dead or excess skin with an exfoliant but don’t do this if your skin is inflamed, sore, red or broken as it may lead to further issues. If you do wish to exfoliate, do it gently and when you’re not flaring up and keep to a maximum of once a week. I definitely made a mistake recently in how much I exfoliated (sometimes daily) – because I felt like there was no other way to get rid of the flakes, but actually I’ve realised hydrating from within and loading up on cream (think using ointment 5 times an hour in really dry patches, in a few hours you can get the moisture back). You know after exercising how thirsty you are and how much water you have to drink to get back to normal, that’s what our skin is like too. When it’s really dry, putting on your ‘normal’ amount won’t relieve it – you need more as your skin needs a big drink!
◦Look after your skin from the inside, out. Your diet can be as important as any other factor so make sure you eat a balanced diet and drink plenty of water too. See my post on vegan diet.
◦Use products that are suitable for dry itchy skin, and also that may be suitable for skins prone to eczema. It’s very important to moisturise the skin all the time, not only when it feels particularly dry, as this can actually help prevent flares. AVEENO® Dermexa is a good all year-round option.
◦Try to limit stress. Easier said than done but sometimes ten minutes per day dedicated to unwinding or being mindful can help to limit stress caused skin reactions. See my next blog post next week where I talk about my discussions with the wonderful Emma Kenny – an amazing psychologist who talked through ‘breaking the cycle’ of stress induced skin issues and the personal emotional impacts of dry skin. She’s got some amazing podcasts on mindfulness and I love her advice. Listening to her voice was so soothing in itself! I will talk about that in another blog post and link it to all my work on meditation and yoga and how I think it has made such a difference – because it’s a really important topic.
A bit about the company AVEENO®
AVEENO® has over 70 years of family-skincare expertise, their scientific yet gentle products have been trusted by generations of families from all around the world. They are a pioneer in the discovery of naturally active ingredients with real skincare benefits. One thing I didn’t realise was the difference between the AVEENO® ranges. I have since found out and I had got it very wrong! So, let’s clear it up! The green AVEENO® Daily Moisturising range is for normal to dry skin care. whereas the dark blue AVEENO® Skin Relief range is for very dry irritable skin and the lotion contains shea butter. The new AVEENO® Dermexa range will specifically be tailored to people or families that have very dry itchy skin and is suitable for use by people who may be prone to eczema (MEEEEEE). I always bought the green range, without realising that I should have been buying the blue range. Oh well, better late than never! On the bottles it says it contains either colloidal oatmeal or triple oat complex. I always bought the green bottle which had colloidal oatmeal on the label but turns out triple oat complex consists of Colloidal Oatmeal, Oat Oil AND Oat Essence. i.e. more oaty designed to be better for dry skin prone to itchy sensations. Ceramides are the major lipid constituent of lamellar sheets present in the intercellular spaces of the stratum corneum. These lamellar sheets are thought to provide the barrier property of the epidermis. Essentially Ceramides are known to help ensure a healthy skin barrier by maintaining the water permeability barrier function of the skin.
AVEENO® Dermexa Products
AVEENO® Dermexa is a skincare range suitable for the whole family to use every day – The Dermexa Daily Emollient Cream and Fast & Long-lasting Balm are soothing, moisturising for up to 24 hours and help to reduce discomfort. Containing Triple Oat Formulas and Ceramides, the products help strengthen the skin’s natural barrier. The Cream helps rebalance the skin microbiome, to bring balance back to your family. The AVEENO® Dermexa Range contains natural Colloidal Oatmeal along with Avenanthramides known for their soothing properties, the products help to soothe, restore and protect very dry itchy skin. Colloidal Oatmeal has been shown from in vitro testing to support the growth of naturally occurring micro-organisms in your skin’s microbiome – an ecosystem of micro-organisms unique to every individual that contributes to healthy skin! Additionally, the AVEENO® Dermexa Daily Emollient Cream and Fast & Long-Lasting Balm also contain Ceramides known to rebuild core elements of the epidermis.
AVEENO® Dermexa Daily Emollient Body Wash (300ml)
◦An efficacious body wash which gently cleanses without drying and soothes skin. It will leave skin feeling soft, comfortable and moisturised.
AVEENO® Dermexa Daily Emollient Cream (200ml)
◦Clinically proven to moisturise and soothe, whilst helping reduce flare ups of very dry skin. In a clinical study, 90% of users (children in this case) experienced relief from itchy skin sensations. *Tested on 22 babies & children from 6 months old, twice a day applciations for 12 weeks. 
AVEENO® Dermexa Fast & Lost-Lasting Balm (75ml)
◦Intensely moisturising and is clinically proven to immediately soothe itchy feeling skin
All products are Dermatologist Tested and are also suitable for people who may be prone to eczema. RRP of all products is £9.99 (pricing is the sole discretion of the retailer. The Wash and Cream are available in-store now at Boots, Superdrug & local Pharmacy’s. The Balm for more targeted areas of dry skin will launch soon. My advice is to look out for when Boots do offers on the AVEENO® range – they do this quite regularly. Definitely stock up when you spot this – it is really worth it! I’d love to hear how you get on with these products as well – happy to answer any questions you have. I’ll keep you guys updated on progress and let you know my reviews in a few weeks and a few months. I really want to help as many people as possible!
Love, Lydia x
P.S. for full disclosure, this is an ad but one that is truly close to my heart. I’ve calculated that I’ve probably spent £1000+ on AVEENO® products in the last few years – I get through a 500ml bottle of moisturiser a week, and at around £10 a bottle… you do the maths! So it’s nice to try some for free! You can see their Instagram at @AveenoUK or website www.aveeno.co.uk#BalanceofOats #SkinStories
Would you know if this product is the same as Aveeno Baby Excema Care range( which seems to only be available in the US & Canada)?
yes it’s the same range 🙂
yay thanks. Aveeno dermexa is for adults and dermexa baby is for babies (so below 5)!
Thank you so much for the great info!