Genetics plays an important role, in the way our skin looks and behaves. My father will be 80, later this month. He hasn't a wrinkle on his face. I'm almost fifty-one; except for a scowl line between my eyebrows, I have no wrinkles.
Sun damage, is a major reason, behind leathery, blotchy, discolored skin. I remember when I saw Dean Martin up close: his skin looked like a leather mask. It lacked animation, expression, and had creases and grooves carved into it, for all time. Sunscreen, is IMPORTANT.
Exfoliation, is paramount. I use an exfoliating sponge, when I wash my face. Scrub vigorously, until you feel a tingle. My favorite cleanser, is PEARS soap: Big Lots, 59 cents a bar.
Exercise will improve skin tone, to be sure. Make sure to drink lots of water, yes. I like Propel fitness water, during workouts, and afterward. Much more satisfying and soothing, than plain water, at least for me.
After exfoliating, use something to soothe your face. Whatever, works for you. But you must, exfoliate each day. Otherwise, you're slathering something atop a callous.