Face moisturizer protects your skin and fortifies its natural moisture barrier, making it a critical part of your daily skin care regimen. Niche luxury beauty products, which can cost as much as $100 or more, make big, tempting promises about anti-aging, brightening or ultraplumping properties, but are they any better than what you can find in a drug or big-box store – for far less? Skin care experts say that, in most cases, probably not.