Moisturizer alone won't fix it

To treat and prevent dry, flaky patches from cold exposure, you need to lock in moisture with an occlusive like petroleum jelly or lanolin, not just a regular moisturizer.

Cold air holds less humidity, so the water in your skin evaporates faster. Add wind and indoor heating, and your barrier gets wrecked. A standard lotion or cream adds some water but doesn’t seal it in. That’s why your cheeks still feel tight an hour later.

Instead: wash with lukewarm water and a gentle, non-foaming cleanser (skip the hot water and scrubby cloths). Apply a moisturizer with ceramides or squalane while skin is damp, then layer a thin film of Vaseline, Aquaphor, or CeraVe Healing Ointment over the dry spots. Yes, it feels greasy. That’s the point.

For prevention, wear a scarf or balaclava when it’s really cold, and run a humidifier in your bedroom. Don’t exfoliate until the flaking stops — you’ll just make it angrier.

This isn’t complicated. You’re basically giving your face a winter coat.