What Causes Dry Skin in Your 40s and
3 Ways to Have Velvety-Soft, Glowing Skin
that Gets You Compliments—
No Matter Your Age!

What Causes Dry Skin In Your 40s, And 3 Ways To Have Velvety Soft, Glowing Skin
That Gets You Compliments—
No Matter Your Age!

Has your skin—esp. around the face, neck, and décolleté become—suddenly become drier and dull-looking in your 40s? Maybe you’ve started to notice it under your eyes, where fine lines and wrinkles are more noticeable, causing even your most nourishing concealer to clump up and look like a dried river bed. Or perhaps your neck has started looking dull, scaly, tight, and aged whereas not so long ago it was naturally supple and soft-to-the-touch—even if you didn’t moisturise it. And let’s not even begin to talk about those persistent dry patches on your elbows, knees and legs in the dead of winter (sandpaper—anyone?). Of course, there is a reason for all those changes. And it all boils down to your skin’s barrier become thinner and more compromised, which happens around the same time you hit the big 4-0.

What Causes Your Skin’s Barrier To Become Thin And Less Protected In Your 40s?

Changes in skin
barrier function with age

While lifestyle factors play a part, the bigger issue you’re up against in your 40s is something you can’t control—declining oestrogen and collagen levels that trigger the start of perimenopause.

These hormonal changes cause significant disruptions in how your skin works—chiefly, compromised barrier function and increased sensitivity.

Scary fact—about 30% of skin collagen is lost in the first 5 years after perimenopause begins!

And here’s another— a little over 2% decline in collagen is observed each year over a 15-year period following menopause.

And just when you thought it couldn’t get any worse—the decline of collagen is only part of the problem.

The skin barrier’s ability to make or maintain lipids, i.e. essential fatty acids, also sees a marked decline.

The result?

Your skin is unable to retain the same amount of moisture—that say, your once 20-something skin totally could—causing it to become drier, dehydrated, and dull-looking.

All of which only makes fine lines, wrinkles, crow’s feet and saggy skin look more prominent—despite all the expensive creams, procedures, and so-called remedies money can buy.

3 Ways to Naturally Rejuvenate Dewy, Fresh-Looking Skin that Feels Smooth as Silk, In Your 40s and Beyond

1. Go beyond Surface-Level Moisturisers, or as We Call It—Reconnect with Mother Nature!

While ageing is a natural process and there is little one can do to change it—we can, however, revise our approach to skincare. Now that we know what causes the skin to become thin and barrier function to become compromised—we also now know what tweaks to make in our lifestyles, and what to expect from our skincare.

- To Prevent Additional Moisture Loss
- To Prevent Dryness (at all costs!)

It’s simple, really—

Always protect your skin in the sun as it can dry it out and can speed up the visible signs of ageing

Use natural skincare products that contain ingredients that lock in moisture and go beyond basic moisturisation (note: strong exfoliants and Retinol can cause the skin to dry out)

Avoid smoking and limit your alcohol intake. Smoking reduces oxygen and blood flow to the skin, causing it to dry out. Whereas alcohol is a diuretic, causing increased urination and fluid loss from the body

Avoid long hot baths and showers as they also can dry out the skin (we know this is tough given the long cold winters here in the UK!)

These are just SOME of simple ways you can incorporate pretty much immediately to protect your skin from becoming dry and dull—but even with all of these precautions your skin still needs deeper hydration. Hint—the thing to really understand here is that the creams and moisturisers that worked in your 20s and 30s may not be enough in your 40s.

That’s because most moisturisers only moisturise at the surface level, and for a short period of time, too.

Meaning, you need to opt for skincare products that lock in the moisture and provide deep, lasting hydration.

2. Use OILS Rather Than Creams To Lock-In Moisture
And Keep Dryness At Bay Long-Term

Oils, by their very nature, can go beyond the surface and lock-in moisture much more than any cream.

That's because oils create a protective, moisture-retentive seal on the skin which helps prevent trans epidermal water loss, i.e. progressive loss of moisture from within the skin’s many layers.

What’s more—not only are the results you get by using oils longer-lasting but also the need to reapply them as frequently as creams goes way down. You can put this theory to the test right away. Take the creamiest moisturiser you have and apply it to any part of your skin. You’ll notice some smoothness right away but as the day goes on, you’ll find that it doesn’t take long for the skin to become dry and flaky—doubly so in the winter months. Also—if you're in the habit of repeatedly, often needlessly exfoliating your skin you'll find that all this scrubbing can make it more irritated and cause it to sting when you reapply those harsh, laden-with-acerbic-actives moisturising creams.

Remember what we learned about lipids a little while back—that these fatty acids are crucial in maintaining skin barrier function since they help lock in moisture?

Well, turns out—oils are 100% lipids, and act both as emollients (read: skin-softeners) and occlusives, i.e. moisture seals.

And it makes perfect sense because when you combine—
things that soften your skin + things that help seal in
moisture What you get is— soft, glowing skin!

So, no wonder then, that when it comes keeping dryness at bay long-term—oils beat creams by a country mile!

Frankincense Oil [Boswellia Sacra]

Known as an Ayurvedic skin toner, frankincense essential oil helps protect skin cells and tighten pores.

Its antiseptic and anti-inflammatory properties soothe irritation and swellings, too.

When paired with nourishing carrier oils, frankincense gives ageing skin an instant firmer, lifted look while guarding against future sagging.

Neroli Oil [Citrus Aurantium]

Distilled from bitter orange blossoms, neroli oil dramatically awakens the look of mature skin with its natural collagen-boosting and skin cell-regenerating abilities.

Its sweet, freshly floral aroma also signals relaxation to calm the mind.

And by lowering cortiso l, neroli oil also works to minimise stress-induced irrititation.

Lime Oil [Citrus Aurantifolia]

The sharp, citrusy scent of lime essential oil perks up the spirit while bringing its antiseptic, astringent properties to mature skin.

Its peel is packed with antioxidant vitamin C to neutralise ageing free radicals and boost collagen production.

Lime oil gently tightens enlarged pores, tackles uneven texture, and brightens dull tones. Its cleansing action leaves skin sparkling fresh.

3. Use Ingredients That Reduce Dryness So That the Signs of Ageing are Less Visible

Besides using an oil to lock in moisture, you want to prioritise certain ingredients that don’t just help with dryness but also other common skin concerns that women face as they get older—such as wrinkles, fine lines, and dull, uneven complexion. The key here is understanding that when your skin is deeply moisturised and intensely nourished—a velvety-soft, rejuvenated appearance becomes the rule, and not the exception. Which is to say, when the core needs of 40+ skin are met—all signs of ageing automatically become less prominent, therefore less visible. According to Ayurveda the best way to achieve this is by incorporating moisturising oils, nourishing herbs, enriching spices, rejuvenating fruit extracts as well as refreshing essential oils. Let’s now look at the ingredients recommended by the sages.

Moisturising Oils

Rice Bran Oil

Nourishes deeply; rejuvenates the look of skin

Sesame Oil

Replenishes moisture; promotes ideal barrier function

Almond Oil

Plumps and even-tones the look of skin

Olive Oil

Boosts skin’s natural ability to withstand stressors

Nourishing Herbs

Touch-Me-Not

Offers notable hydrating and cooling effects

Nut Grass

Brightens the look of skin; visibly-reduces wrinkles

Black Creeper

Helps skin look smooth and moisturised

Vetiver

Makes dull, dry skin look brightened and refreshed.

Enriching Spices

Ginger

Helps unlock the look of clearer, supple, younger-looking skin

Turmeric

Renews natural radiance and clarifies the complexion

Black Pepper

Cleanses the look of dull, clogged, congested skin

Long Pepper

Reduces the look of large pores, helping skin look more even

Rejuvenating Fruits

Black Plum

Clarifies and sooths blemish-prone problem skin

Stone Apple

Keeps skin looking healthy, brightened and blemish-free

Mango Leaves

Helps skin look smooth, decongested and more even

Refreshing Essential Oils

Essential Oil of Indian Rose

Essential Oil of Geranium

These are but a few of the many ingredients mentioned in ancient Ayurvedic texts, recommend for their potent age-defying abilities to help revitalise the look of dry, mature skin. And the advice still carries over, whether 5,000 years ago or today in the 21st century. So now comes the question—how DO you go about incorporating these bountiful ingredients into your routine? One option is that you may source, press, mix, and process a few or many of these ingredients yourself. For that you’ll have to check at your local farmer’s market or pick them out individually from well-tended gardens and orchards, and ultimately make the oils yourself. Though while that may sound tedious to those who never tried it, enthusiasts do swear by it, and if you're eager to learn and are willing to get your hands dirty (both metaphorically and literally)—there's no harm in trying.

And yet, there's another way—one that eliminates any major investment of both your valuable time and money, as well as any requisite trial-and-error that no doubt will go into doing it all by yourself.

What’s more, it combines the strengths of each individual herb, spice, fruit and oil—and optimises them to work in synergy, making for one spectacular feat of pure Ayurvedic artistry.

Introducing
Prinourish Skin Serum

Prinourish is a skin-enriching, complexion-enhancing superfood nighttime facial serum, made to revitalise dull complexion and uneven skin tone, and bring back a deep radiating glow (which often gets lost in your 40s) through its unique “Triple 4-3-2” formula to...

• Lend gloomy, sallow skin a plump, deeply-nourished look
• Makes mature skin look nurtured, bright, and glowing
• Imbues long-lasting softness, inside-out
• Provides lasting moisture + seal-in hydration

Our unique oil goes beyond basic moisturisation and locks in moisture at a deep level so you have long-lasting relief from dry, tight, rough and scaly skin. 

Prinourish Skin Serum is meticulously created by following Ayurvedic procedures, which means all ingredients are of the highest quality and prepared in the purest way so they’re good for your skin, and for the planet.

This specially formulated oil is non-greasy and designed to:

• lock in moisture at a deep level
• make your skin feel velvety soft 
• Visibly-improve skin’s texture and reduce the look of dry spots
• give a clear, radiant complexion that glows!
• Brighten the skin’s appearance and even out its tone
• Reduce the look of fine lines and wrinkles

And the added benefit that many of our customers report—💖 compliments 💖—about how fresh and dewy their skin looks!!!

⭐⭐⭐⭐⭐

“Golden Magic
Since using this product for over two years now my face is glowing. I never wore much makeup and can honestly say it is the best facial oil I have ever used. My skin is better and though I’m a mature woman it’s made such a difference along with nice complements too.”
- Rosemary H.

A Natural, Deeply Nourishing Oil That Doesn’t Make Your Skin Oily

Our non-greasy, light formula ensures better absorption than most lotions and creams as it locks in long-lasting moisture and helps maintain barrier function. But unlike a lot of oils, the carefully selected Ayurvedic ingredients will give your skin a luminous natural glow, without clogging your pores or making you look like you’ve just had an oily, greasy massage!

⭐⭐⭐⭐⭐

"I Have Never Known Love Like This Before!
Absolutely dreamy and rich, this exquisite serum has the most perfectly silky consistency, balanced fantastic fragrance, and I can’t get enough of how my skin feels after using it. This is going into my daily routine FOREVER. I’m in menopause and this makes my skin soooo soft and supple. Game changer as it protects my skin through the drying skin changes. Did I mention the scent is spectacular? It reminds me of roses...makes me so ZEN. I wish I knew about this sooner, but I’m hooked and now a customer for life.”
- Jennifer

⭐⭐⭐⭐⭐

"My Secret Won't Be a Secret Anymore!
Love the fact that this is a one and done solution. I'm often told that I look so happy and glowing. Prinourish is the key to healthy glowing skin even at my age!”
- Debra C.

⭐⭐⭐⭐⭐

"My Favourite of All the Serums
This a beautiful serum, I use it nightly. You only need a drop and you instantly see a difference, smooth glowing and youthful skin.”
- Helena P.

⭐⭐⭐⭐⭐

"A Little Miracle in a Bottle!
Perfect to slip into a handbag to use anytime when out and about. Very nourishing to the skin and it smells lovely.”
- Susan A.

How To Use Prinourish Skin Serum

1. Cleanse your face as usual
2. Spray your favourite toner on your face to tone the skin
3.Take 4 drops of Prinourish Skin Serum in your palm and gently dab across your face, neck and décolleté (you may need a few more or less drops depending on your moisturisation needs)
4.Massage for 5 minutes with outward & upward strokes until it gets completely absorbed into the skin
5. Do this continuously for 7 nights or more and notice a difference! (Warning: be ready for compliments!)

Ingredients [INCI]: Oryza Sativa Bran Oil, Sesamum Indicum Seed Oil, Prunus Amygdalus Dulcis Oil, Olea Europaea Fruit Oil, Rosa Damascena Flower Oil, Cyperus Rotundus Root Extract, Ichnocarpus Fruitescens Extract, Mimosa Pudica Leaf Extract, Pelargonium Graveolens Flower Oil, Vetiveria Zizanoides Root Extract, Curcuma Longa Root Extract, Zingiber Officinale Extract, Tocopherol, Aegle Marmelos Leaf Extract, Piper Longum Fruit Extract, Piper Nigrum Fruit Extract, Eugenia Jambolana Leaf Extract, Mangifera Indica Leaf Extract, Benzyl Alcohol, Benzyl Benzoate, Citronellol, Coumarin, Limonene, Linalool

Try Prinourish Skin Serum 100% Risk-Free

Try Manjish Glow Night Time Face Elixir
100% Risk-Free

We get that you’ve probably already tried your fair share of different creams, lotions and remedies promising lasting, quick relief from dry skin, only to be disappointed. Given our unique formula and glowing customer reviews, we’re confident that you’re going to love Manjish Glow Night Time Face Elixir… and that after consistent use, you too will be raving about your soft and glowing skin! But, if for whatever reason you don’t experience noticeable results, you’re covered by a 30-day 100% money-back guarantee so you can try it risk-free.

Here’s How Our Customers’ Lives Look After Using Our Premium Night Oil:

1. Their skin feels velvety soft and persistent dry patches and flaky skin are a thing of the past 2. They wake up with a natural, radiant glow that lasts throughout the day! 3. They feel more youthful as wrinkles and fine lines are less visible

4.They receive compliments from friends, family and random people in the street!

5. They save money as they’re no longer buying expensive creams, treatments and remedies that promise the world, but give hit and miss results.

Velvety Soft Skin That Glows For As Little As £0.41/day

We don’t believe good quality skincare products should cost the earth. Unlike a lot of treatments and products you might have already tried that promise similar results, we’ve made our formula as affordable as possible, without compromising quality. A peel might set you back anywhere from £100 to £500, whereas an Ayurvedic facial at a spa can cost anything from £60 to £200 for a single 1-hour session. But as you might know, problems like persistent dry spots and dull, uneven skin don't get resolved in a single one-hour session. You need at least 4 sessions, which means anything between £400 - £800! But when you order this premium elixir for just £37, you’re getting approximately 3 months of use if you use 4 drops a day.

That works out to be just £0.41/day (you can’t even buy a bottle of water for that price!)

And just a warning as far as other Ayurvedic products go, many are actually “Ayurveda-inspired.” While there's nothing wrong with that - targeted, focused, specific results only come from specialised, classical formulations that have passed the test of time and have research to back them up. With iYURA's skin care products, the formulas are based on thousands of years of use. And they also contain ingredients that are not easily accessible here in the West (and if they are, they’re often expensive) - and in the EXACT quantities needed, too. All of this has been simplified for you and put into a beautiful bottle that is affordable, easy to use and comes with a 100% satisfaction, 30-Day Money Back Guarantee.

Day and Night Duo

iYURA’s Day & Night Duo—Kesaradi Face Oil for the day and Manjish Glow Elixir for nighttime—to give you round-the-clock radiance & an illuminated, ‘gold’-like complexion!

Balaayah Black Gram Booster

iYURA’s ultra-rich VEGAN body oil for super soft, ultra-nourished, more robust-looking skin—head-to-toe!

Yauvari Youth Spring

Smoothen the look of fine lines and wrinkles across the entire face, neck & décolleté in your golden years with the firming and toning action of potent Black Gram.