For decades, E45 has been a staple in medicine cabinets across the United Kingdom and beyond. Known for its gentle, no-fuss approach to skin care, this brand has built a loyal following among people dealing with dry skin, eczema, and other common dermatological concerns. But what exactly makes E45 stand out in a crowded market of moisturisers and emollients? This guide covers everything you need to know.
What Is E45?
E45 is a skincare brand that specialises in emollient products designed to soothe, moisturise, and protect dry and sensitive skin. The brand originated in the UK and has been available since the 1950s, making it one of the longest-standing names in therapeutic skincare.
The name "E45" reportedly comes from the product's original formulation history, though the brand itself has evolved significantly over the years. Today, E45 offers a broad range of products — from everyday moisturisers to medicated creams for specific skin conditions — and is widely recommended by pharmacists, dermatologists, and general practitioners.
E45 products are now owned by Karo Healthcare (previously part of Reckitt Benckiser), and they remain among the most recognised emollient brands in Europe.
The E45 Product Range
The brand has expanded well beyond its original cream. Here is an overview of the main product categories:
E45 Cream
The flagship product. This is a white, non-greasy emollient cream that provides relief for dry, rough, and chapped skin. It is also used to manage the symptoms of eczema, dermatitis, and other dry skin conditions. The formulation is designed to be gentle enough for everyday use on adults and children.
E45 Lotion
A lighter alternative to the cream, the lotion is formulated for larger areas of the body. It absorbs quickly and is suitable for all-over daily moisturising, particularly after bathing or showering.
E45 Itch Relief Cream
This product contains an active ingredient (usually lauromacrogols) that helps relieve itching associated with dry skin conditions. It combines the moisturising base of E45 with anti-itch properties, offering dual action for irritated skin.
E45 Dermatological Body Wash
A soap-free cleanser designed for people with dry and sensitive skin. Unlike conventional shower gels, it does not strip the skin of its natural oils, helping to maintain the skin barrier during cleansing.
E45 Intense Recovery Body Lotion
A richer formulation aimed at very dry or compromised skin. It provides longer-lasting hydration and is particularly useful during colder months when skin tends to lose moisture more rapidly.
What Is E45 Used For?
E45 products serve several purposes, and their versatility is one reason for their enduring popularity.
Dry Skin
The most common use. E45 cream and lotion work by forming a protective barrier on the skin's surface, reducing moisture loss and keeping the skin soft. People with naturally dry skin often use E45 as their go-to daily moisturiser.
Eczema and Dermatitis
While E45 is not a medicated treatment for eczema in the way that topical corticosteroids are, it plays an essential role in managing the condition. Dermatologists frequently recommend emollients like E45 as the foundation of eczema care. Regular application helps reduce flare-ups by keeping the skin hydrated and resilient.
Chapped and Cracked Skin
Hands, heels, elbows, and lips are particularly prone to cracking in cold or dry weather. E45 cream can soften rough patches and support skin healing.
Irritated or Itchy Skin
The E45 Itch Relief Cream specifically targets itching, which can result from dryness, allergic reactions, or conditions like eczema.
Post-Sun Skin Care
Some users apply E45 after sun exposure to restore moisture lost from UV exposure, though it is not a substitute for after-sun products containing active soothing ingredients like aloe vera.
Key Ingredients and How They Work
Understanding what is inside E45 helps explain why it works.
The original E45 Cream contains white soft paraffin (also known as white petrolatum) and liquid paraffin as its primary emollient agents. These are occlusive ingredients — they sit on the skin's surface and form a barrier that prevents water from evaporating. This mechanism is fundamental to how emollients function.
The formulation is intentionally simple. It is fragrance-free (in most product variants), colourant-free, and designed to minimise the risk of irritation or allergic reaction. This simplicity is a deliberate design choice, not a limitation.
For products like the Itch Relief Cream, lauromacrogols are added. These are mild local anaesthetic compounds that numb the itch receptors in the skin, providing symptomatic relief without the side effects associated with stronger anti-itch treatments.
How to Use E45 Correctly
Proper application makes a significant difference in effectiveness.
Apply After Washing
The best time to apply emollients is within three minutes of bathing or washing, while the skin is still slightly damp. This helps lock in moisture.
Use Generously
Many people under-apply emollients. A common recommendation is to use at least 250–500 grams of emollient per week for body-wide application in conditions like eczema. Do not be sparing — the product works best when applied in sufficient quantity.
Apply in the Direction of Hair Growth
This reduces the risk of irritating hair follicles, which can lead to folliculitis (inflamed hair follicles).
Use Regularly, Not Just When Symptoms Appear
Emollients are most effective when used consistently, even on days when the skin feels relatively normal. Waiting until dryness or flares appear means you are reacting to the problem rather than preventing it.
Can Be Used Alongside Other Treatments
If you are using prescribed topical treatments for eczema or another condition, apply the medicated product first, wait as directed (often 15–20 minutes), and then apply the emollient over it. If in doubt, consult your pharmacist or doctor.
Is E45 Suitable for Everyone?
E45 is generally well-tolerated, but there are some considerations.
Babies and Children
E45 Cream is widely used on infants and young children. However, for very young babies or children with severe skin conditions, it is always wise to seek medical advice before starting any new product.
People with Acne-Prone Skin
The occlusive ingredients in E45 (liquid paraffin and white soft paraffin) can potentially clog pores. If you are prone to acne, particularly on the face, you may want to choose a lighter, non-comedogenic moisturiser instead.
Allergies
While E45 is formulated to be hypoallergenic, no product is entirely free from the risk of an allergic reaction. If you experience redness, increased itching, or swelling after application, discontinue use and seek medical advice.
During Pregnancy and Breastfeeding
E45 is generally considered safe during pregnancy and breastfeeding when used as directed on intact skin. However, if you have concerns, speak with your healthcare provider.
E45 vs. Other Emollient Brands
The market offers several comparable products. Here is how E45 stacks up against some common alternatives:
| Feature | E45 Cream | Cetraben Cream | Doublebase Gel | Aveeno Cream |
|---|---|---|---|---|
| Main emollient type | Paraffin-based | Paraffin-based | Isopropyl myristate + liquid paraffin | Colloidal oatmeal |
| Fragrance-free | Yes | Yes | Yes | Yes |
| Suitable for eczema | Yes | Yes | Yes | Yes |
| Texture | Rich cream | Lighter cream | Gel-cream | Light cream |
| Price point | Budget-friendly | Mid-range | Mid-range | Mid-range |
E45's main advantage is its simplicity and affordability. It has been studied and used for decades, and its safety profile is well-documented. Other products may offer different textures or additional active ingredients, so the best choice often comes down to personal preference and specific skin needs.
Common Misconceptions
"E45 cures eczema."
No emollient cures eczema. E45 manages symptoms and supports the skin barrier, but eczema is a chronic condition that often requires a multi-faceted approach including trigger avoidance, lifestyle adjustments, and sometimes prescription medications.
"E45 is only for very dry skin."
While it excels at treating dryness, E45 can be used as a general-purpose moisturiser for anyone who wants to maintain healthy, hydrated skin.
"Natural products are always better than E45."
The belief that "natural" equals "better" is not supported by dermatological evidence. Paraffin-based emollients like E45 have a strong evidence base and are recommended in clinical guidelines. Some natural alternatives may actually contain allergens or irritants that sensitive skin does not tolerate well.
Where to Buy E45
E45 products are widely available across the UK and in many international markets. You can find them at:
- Pharmacies and chemists (Boots, Superdrug, LloydsPharmacy)
- Supermarkets (Tesco, Sainsbury's, Asda)
- Online retailers (Amazon, dedicated health product websites)
Prices vary by product and retailer, but E45 remains one of the more affordable emollient ranges on the market. The standard 350g tub of E45 Cream typically retails for a modest price, and multipack options are often available.
Final Thoughts
E45 has earned its reputation through decades of consistent performance. It is not glamorous or trendy, but it does what it promises — it moisturises, protects, and soothes dry and sensitive skin effectively. For people managing chronic conditions like eczema, it offers a reliable foundation for daily skin care. For anyone seeking a straightforward, well-tolerated moisturiser, it remains a sensible choice.
If you have a persistent or worsening skin condition, always consult a healthcare professional. E45 is a tool in the skincare toolkit — an excellent one — but it works best as part of a broader, informed approach to skin health.