Your skin has its own natural moisturizer, or at least it should. The surface of your skin produces a mix of lipids, oils and dead skin cells that come together to form a handy, protective layer. Most people need to wash this layer off, lest it continue building up into an oily mess that wreaks havoc on their pores, not to mention their dating success.
Various health conditions (such as diabetes or kidney problems) can cause excessively dry skin, but more often genetics is to blame. Not everyone's skin produces lots of protective oil, and daily washing strips off what oil there is in the first place.
Moisturizer isn't terribly manly, but neither is complaining about dry skin. While some men only dampen their faces with tears of joy when watching the stirring finale of a monster-truck rally, moisturizer really can go a long way in giving the skin a healthier appearance. And when it comes to preventing dry, cracked skin, it's your first line of defense.
When it comes to moisturizer, some products are watery, some are oily and there's practically no limit to what ingredients they may contain. Try a few out to find one that works for you. Start with something simple and greasy, with a short list of ingredients. Through trial and error, you'll find one that keeps the itching and discomfort at bay.