BE HYDRA is ISHI’s line dedicated to a new concept of beauty that goes beyond traditional categories of youthful or mature skin. It is based on hydration and well-ageing, because while we cannot stop aging, we can largely choose how we age — adopting strategies that allow us to fully enjoy this phase of life, embracing it gracefully and aging in the right way.

Hydration remains the key step for the wellbeing of every skin type at every stage of life, considered the essential starting point for all skincare treatments. Numerous scientific studies show that proper skin homeostasis — impossible without adequate hydration — makes the skin more receptive to treatments, allowing it to fully benefit from them.