Skin moisturizing formulations which can be administered in the bath or shower, depositing a thin layer of moisturizing agents on application, which is not rinsed off but remains to protect the skin from drying, resulting in smoother, softer skin feel; the formulations comprising polyvalent metal cations and fatty acids, which react on application in the shower or bath to form a thin deposit of insoluble salts, thereby enhancing the retention of moisturizing oils and conditioning agents.