It looks like you got a really dry skin, it's because of the weather or working in a/c, using wrong kind of face wash which are meant for the combination skin or oily skin.
my advise is use a Ph balanced face wash and not using any kind of soap. Using a good moisturiser which is suited for dry skin. you can even use a skin recovery cream, use then continuously every two to three hours. don't wait for the skin to dry.
Once the skin is normal decrease the usage. change in diet will help too by eating dry fruits such as almonds walnuts etc.
Avoid using skin lightening and anti acne cream