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Are you using hot water to shower? That's the worst enemy of dry skin in winter, same thing was happening to me until I lowered the temperature. Besides lukewarm water, you need a really dense moisturizer (like vaseline or oils) to seal in the moisture right after you get out of the shower, don't wait for it to dry. In my case I also put a humidifier in the bedroom because heated air just destroys your skin, and that combo made a pretty big difference.
What really works is keeping your skin hydrated from the inside and outside: drink plenty of water throughout the day and use a thick moisturizing cream right after you shower, while your skin is still a bit damp. In winter especially avoid very hot water in the shower because it dries your skin out more, and if you have heating in your home put a humidifier in your room because dry air is enemy number one. Some people also notice that switching to a gentler soap or just using less product helps a ton.
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