If you're not cleansing and exfoliating your skin properly and thoroughly, your moisturiser can't sink in properly. Often when the skin is dry, we tend to load up on heavier creams to compensate for the dryness. But dry skin means you have dry skin cell buildup. And the more you layer on the heavier creams, the more you are trying to rehydrate dry skin cells, which makes no sense! Instead, increase your exfoliation to remove the dry skin cells, and then moisturise the new skin cells, resulting in a moister skin.
If you're looking for a gentle way to exfoliate your skin every day, try a toner like Noto Botanics Basil Yarrow Face Mist (£21); it contains which hazel that will help remove dead skin, allowing your moisturiser to sink in better.