Humectants are extensively used in hair and skin care products to enhance moisture retention. These products have the ability to attract water from the atmosphere.

There are many different molecules that have the ability to be effective humectants.  The sucess of these  often depends upon how many water-loving sites they contain; to establish hydrogen bonding with water molecules. The strength of this hydrogen bonding between the humectants and water improves moisture retention and thus minimizing water loss.