About E45
E45 is Britain's most trusted skincare brand for dry skin, with over 70 years of heritage. The iconic cream was created in 1952 by a Boots chemist in response to a customer request for a product to soothe and protect dry, itchy skin. Initially only available in hospitals, E45 moved into retail pharmacies in 1980. The brand was owned by Reckitt Benckiser until 2022, when it was sold to Swedish pharmaceutical company Karo Pharma for £200 million. As Reckitt's then-CEO noted, E45 is "an iconic, trusted skincare brand that over 60 years has become a leader in science-based skincare." E45 products work as emollients—forming a thin protective barrier over the skin that locks in moisture and keeps irritants out. The original cream contains light liquid paraffin (12.6%), white soft paraffin (14.5%), and hypoallergenic anhydrous lanolin (1%). It's clinically proven to treat dry skin, eczema, dermatitis, psoriasis, and ichthyosis. The UK product range has expanded to include moisturising lotions, Rich 24H Lotion for deep hydration, Daily Care Hydrating Lotion for everyday use, Itch Relief Cream for eczema and pruritus, Emollient Shower Cream (soap-free), and dry scalp shampoo. The Moisturising Lotion is clinically proven to visibly reduce redness and improve extremely dry skin in just two weeks. All E45 products are unperfumed and non-greasy, suitable for the whole family including babies over three months. The gentle formulations provide long-lasting moisturisation without irritating sensitive skin. E45 is available at UK pharmacies and supermarkets including Boots, Tesco, Sainsbury's, and Asda. Compare prices across retailers with Grocefully.
















