I had always learned that skin is waterproof yet I see these commercials that show the active ingredients getting through the epidemis down into the dermis.
First, realize that 99% of what you hear/read in any cosmetic advertising is obfuscation, marketing spin, and chock full of weasel words. What does “may reduce the appearance of fine lines” mean? Nothing provable.
Having said that, skin can absorb materials, and moisturizers and other creams CAN have a real effect. How do you think medical patches work? Nicotene patches, birth control patches, and other pharmaceutical patches deliver medication gradually through the skin.