E45 Moisturising Cream 50g — fragrance-free emollient for dry, sensitive skin

E45 Cream 50g is a fragrance-free emollient cream that calms and softens dry, flaky and sensitive skin for daily use by the whole family.

Designed as a dermatologist-backed emollient, E45 Cream combines gentle moisturising ingredients to relieve tight, rough skin and support the skin’s surface. Its lightweight, non-greasy texture absorbs to leave skin feeling smoother and protected without perfumes, making it suitable for those who need consistent daily hydration or spot care for problem areas.

How quickly will E45 Cream reduce dryness?

Many users notice immediate smoothing as the cream restores surface moisture and eases flaky texture. Repeated application builds longer-lasting hydration and helps prevent the return of roughness when used as part of a routine.

• Applies smoothly and absorbs without a heavy residue
• Use 2–3 times daily on dry areas for best results
• Works as both daily moisturiser and targeted treatment for patches

What ingredients make E45 Cream suitable for sensitive skin?

E45 Cream contains purified lanolin (Medilan), chosen for its calming, moisture-retaining properties and low allergenic potential. The formulation is fragrance-free and dermatologically tested to reduce irritation risk for sensitive or compromised skin.

• Medilan (purified lanolin) helps lock in moisture
• No added perfumes or unnecessary actives that can irritate
• Dermatologically assessed for gentle everyday use

Can I use this cream on babies and on conditions like eczema?

E45 Cream is suitable for infants from one month old and for family use, providing gentle moisturisation for a range of dry-skin presentations. While it helps manage dryness associated with eczema, dermatitis and other dry skin types, follow any clinician guidance and patch-test when introducing new products to sensitive skin.

• Safe for infants over one month when used as directed
• Supports care for eczema-prone or itchy skin by restoring moisture
• Patch-test on a small area if skin is very reactive

How should I use E45 Cream in my daily skincare routine?

Apply to clean, dry skin two to three times daily or as needed to restore and maintain hydration. For very dry patches, gently rub the cream into the affected area and reapply after washing, bathing or any activity that strips moisture from the skin.

• Use after bathing to seal in hydration
• Reapply after handwashing or when skin feels tight
• Keep the 50g tube in a bag or pocket for on-the-go touch-ups

Who is this for? E45 Cream 50g is aimed at people seeking a dependable, fragrance-free moisturiser to manage dry, flaky or sensitive skin across the family—parents caring for infants, those with intermittently dry or itchy skin, and anyone wanting a compact tube for daily maintenance or travel. It is particularly useful when you need a clinically minded emollient that balances effective moisturisation with a gentle formula.

Ingredients

Active ingredients: White soft paraffin BP 14.5% w/w, light liquid paraffin PH EUR 12.6% w/w hypoallergenic anhydrous lanolin (medilan r) 1.0% w/w; Also contains: Glyceryl monostearate, citric acid monohydrate, cetyl alcohol, sodium hydroxide, sodium cetostearyl sulphate, carbomer, methyl hydroxybenzoate, propyl hydroxybenzoate, purified water.