But while it may be the most expensive brands that get the most publicity, it's reassuring to know you don't have to spend a fortune to maintain this most basic of routines – and that celebrities agree, too.
Because it's affordable, high-street brand E45, beloved of Keira Knightley and Emma Bunton, that's come out in top in the beauty category of the Product Of The Year awards – the largest consumer vote on product innovation in the UK.
The winning range was E45's Endless Moisture, developed with 'constant moisture build' technology that replenishes lost moisture continuously, then maintains hydration over 24 hours to prevent dryness creeping back.
It includes Replenishing Care Body Cream, £6.99, for dry to very dry skin and Light Caring Body Milk, £3.99, for normal to dry skin, formulated to intensively moisturise with a complex of moisture absorbing lipids that replicate the skin’s natural barrier function. Both are available fragrance-free or lightly fragranced and they're hypoallergenic and easily absorbed with lightweight formulations.
Available from Boots, major pharmacies and grocery retailers; visit E45.com for further information.