A poll, of 2,000 adults, found a huge 42% of those in the capital always, or often, struggle with dry skin, followed by 40% in the North East and 32% in the East Midlands.
As a whole country more than nine in 10 (94%) experience this at some point in their lives – seeing the problem worse around their legs, hands and feet. Many (47%) put this down to the cold weather, while 29% notice a difference after spending time in the sun.
Others (85%) blame dry skin on their shower routine, despite almost half (48%) claim bathing or showering takes up most time in their beauty regime.
Dermatologist Emma Amoafo-Mensah, who is working with Dove to launch reformulated Dove Advanced Care Body Wash, said: “Taking a long shower in too-hot water can strip away the skin’s natural oils.
“Without these, water evaporates more quickly in a process known as Transepidermal Water Loss (TEWL) which can lead to feelings of tightness and dryness.”
The research went on to find one in 10 experience dry skin ‘all the time’. Furthermore, 49% have noticed their skin has dried out as they have got older and, as a result, 22% feel self-conscious about their skin.
And 20% have even tried to hide a dry patch by wearing strategic clothing to cover areas, according to the research by OnePoll.