We target customers with thirsty skin—meaning skin that is dry, dehydrated, red, flaky, itchy, or prone to conditions like eczema and psoriasis. These symptoms are often caused by trans-epidermal water loss, and we address them using a blend of humectants, occlusives, and emollients. Our inspiration comes from resilient desert plants like cacti, jojoba, Kakadu plum, and prickly pear, which have evolved to minimize water loss. By studying their survival strategies, we create skincare solutions that help human skin retain moisture and stay healthy.