There are a lot of trending ingredients in skincare, especially if we talk about moisturizing agents. Amidst the hype surrounding popular ingredients like hyaluronic acid and glycerin, one powerful yet often overlooked component stands out, and it’s urea.

Urea is finally getting more popular, with Google data showing that people are searching for urea products and properties more. Still - there are some misunderstandings about it.

We know that as a private label brand, you’re always looking for effective products with science-backed ingredients to offer for your customers. So, let’s dive into why urea should be a part of your body care line.

What is urea?

Urea, a nitrogen-containing molecule, is naturally occurring in our bodies as a chemical byproduct of protein metabolism. It also occurs naturally in the skin, where it plays a key role in maintaining hydration and overall skin health. While a common misconception links it to urine, for skincare products, urea is lab-synthesized for optimal purity and efficacy.

How urea works in skincare?

Urea is a real jack of all trades. Ksenia Kumachova, certified pharmacist, explains that, “Urea is one of the powerhouse ingredients in skincare. As a natural component of the skin’s own moisturizing factors, it acts as a potent humectant, attracting and retaining water for all-day hydration and a supple, comfortable skin feel.”

Besides being a powerful humectant, urea also has keratolytic and antipruritic properties. Meaning it can act as a gentle exfoliant and help with skin regeneration. Ureas’ properties depend on its concentration in the product:

Low concentrations (2-10%): Products with low urea concentration are powerful humicant. They will keep the outermost layer of skin (epidermis) hydrated by drawing water from deeper layers of skin. It also helps to strengthen the skin's barrier, improving its overall resilience.
Medium concentrations (10-20%): Urea products with medium concentration have not only moisturizing but also keratolytic properties. This means it can gently break down the bonds between dead skin cells, helping to exfoliate and get rid of flakiness.
High concentration (above 20%): These products help reduce itching, break down keratin buildup, and decrease the thickness of the outermost layer of skin. They have the strongest exfoliation, making them effective for treating severe conditions.

Who needs urea products?

Urea has versatile properties. Products with this ingredient often are a go-to solution for a range of common and often persistent skin concerns. That makes it a must-have for a wide range of customers.

While generally well tolerated by most skin types, the optimal way to use urea products and the needed concentration levels varies depending on individual needs.

So, what problems can be tackled with urea creams and lotions:

Dry and dehydrated skin: urea creams and lotions will provide deep, lasting moisture, far beyond what many standard lotions can offer.
Rough and bumpy skin: gently softens and improves skin texture on areas like elbows, knees, and the backs of arms (for conditions like keratosis pilaris).
Cracked heels & feet: high-concentration urea creams are a gold standard for tackling hardened, cracked skin on the feet.
Eczema & psoriasis: urea can help to hydrate and soothe the dry, flaky, and sometimes itchy patches associated with these conditions, enhancing skin barrier function.
Mature skin: as skin ages, it naturally becomes more dry. Urea helps to keep it hydrated and healthy, restoring suppleness and comfort.

5% Urea + 2% Panthenol Body Cream by Selfnamed

As Ksenia Kumachova says, “This science-backed ingredient is especially valuable for dry, dehydrated, and rough skin, whether on the face or body. At a time when skin wellbeing (read: your wellbeing) and barrier support are top priorities, urea stands out as a reliable ally—one that’s truly earned its place in modern cosmetic formulas.”

By adding a product like the 5% Urea + 2% Panthenol Body Cream to your skincare line, you're providing a solution that hydrates deeply (Urea) and soothes (Panthenol), making it ideal for daily use on normal to dry and flaky skin.

How to market urea: from hidden ingredient to key benefit

The challenge with urea isn't its efficacy – it’s its name, which can sound intimidating. Here's how you can position your private label products featuring urea:

Educate: focus on explaining what urea does and why it's beneficial in simple, relatable terms. Emphasize the efficacy in comparison to other well known moisturizing agents. Use trusted sources like the National Library of Medicine to back up your claims.
Emphasize the benefits: mention deep and lasting hydration, gentle exfoliation, skin barrier support, relief for people suffering from dry skin conditions like psoriasis, eczema and others.
Use clear and compelling messaging: highlight the positive outcomes of using urea products, such as smoother, healthier, and more hydrated skin.
Target specific concerns: create content (blog posts, social media) around "Solutions for Flaky Skin", "How to Get Rid of Keratosis Pilaris," or "Best Creams for Dry Skin," and position your urea cream as the answer.
Use the "Dermatologist Favorite" angle: position it as a professional-grade ingredient trusted by experts. This builds credibility and trust. Ideally get a quote from a dermatologist to use for your marketing.
Leverage your product name: a clear name like "5% Urea Body Cream with Panthenol" immediately tells customers the key ingredients and concentration, helping them understand its purpose.

How to promote urea products?

Big brands often include ingredients like urea in their specialized lines, but don't always put it front and center. Take for example Clinique. They have multiple products that contain urea, from lotions to cleansers and even makeup, but the ingredient is not showcased. You can only see the products if you select specific filters!

Many high-end brands typically list urea in the ingredient list and focus on the benefits in the product name rather than the specific ingredient. For instance, Medik8's Hydr8 B5 Intense serum promotes intense hydration and features hyaluronic acid alongside natural moisturizing factors (NMF), of which urea is a component.

There are, however, brands that feature urea prominently. Eucerin is perhaps the most well-known brand to do so. They have an entire range dedicated to it, often called "UreaRepair".

Same with Prequel. They have a product line called "Urea Advanced Relief" and also feature the ingredient in the product name.

By making it a hero ingredient in your private label skincare, you differentiate your offering and cater to a customer seeking effective solutions. You can prominently feature "urea" on packaging, similar to La Roche-Posay, or incorporate it into the product line name for a cohesive approach across multiple items, like Eucerins’ UreaRepair line.

Elevate your body care line with urea products

Urea is essential for healthy, resilient, and hydrated skin. Offering a well-formulated Urea Cream provides a real solution for common skin issues. You can easily expand your skincare line with our 5% Urea Body Cream with Panthenol.

Educating your customers about the remarkable benefits of urea in your private label products will increase sales and foster a loyal customer base who rely on your brand for effective body care. Embrace urea to revolutionize your customers' routines and elevate your business.

Urea: The Secret to Softer, Healthier Skin