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E45 skincare

Rated by Lovi 路 Unbiased, science-based skincare AI trained on real user outcomes 路 How the Fit score works

E45 is a British skincare brand founded in 1952 and owned by KKR & Co. Inc. since 2025.

marketscreener.come45.combeautymatter.com

E45's products on this page cover moisturizers. For acne-prone skin, Lovi rates the Cream highest.

This page covers some of the most popular E45 products; for the whole E45 range, with a fit score for every product, use the Lovi app.

E45 moisturizers

Questions and answers

Is E45 worth it?

E45 is worth it for dry skin, as Lovi rates the E45-focused routine Superior for dry skin. Additionally, the E45 products on this page are fragrance-free.

What are E45's best products?

E45 Cream is the best product on the page, and Lovi rates it High for dry skin and dry sensitive skin. Every product on this page also lists no fragrance in its ingredients.

Which E45 moisturizer is best for dry skin?

Cream is the best moisturizer for dry skin among the choices here, and Lovi rates Cream High for dry skin.

Does E45 cause breakouts?

E45 Cream is unlikely to cause breakouts for dry skin, where Lovi rates it High, but shoppers with oily skin should use caution as it may clog pores. The E45 products on this page are free of added fragrances.

Is E45 fragrance-free?

Yes, every one of the E45 products on this page lists no fragrance in its ingredients, making them free of added scent.

What are the key ingredients in E45 products?

E45 products commonly feature white soft paraffin, glycerin, light liquid paraffin, and anhydrous lanolin medilan as key ingredients to help keep skin soft and smooth. These ingredients help lock in moisture and support the skin barrier, and Lovi rates the E45-focused routine Superior for dry, sensitive, combination, and acne-prone skin.

Journal of the American Academy of Dermatology, 1992

How do I build a E45 skincare routine?

To build an E45 skincare routine, you apply the Cream to clean skin to keep dry areas soft and smooth. Lovi rates the E45-focused routine Superior for dry, sensitive, oily, combination, and acne-prone skin.

Where can I buy E45, and how much does it cost?

Shoppers can buy E45 on Amazon US, where prices start at $9.99.

What are good alternatives to E45?

Good alternatives to E45 include BYOMA, The INKEY List, Medik8, Simple, Elemis, and Pixi, which also have pages on Lovi. Lovi rates the E45-focused routine Superior for dry skin, oily skin, sensitive skin, combination skin, and acne-prone skin.

E45 vs BYOMA: which is better?

E45 and BYOMA both perform well, as Lovi rates the E45-focused routine Superior for dry, oily, sensitive, combination, and acne-prone skin, while the BYOMA-focused routine is rated Superior for dry and sensitive skin, and High for oily, combination, and acne-prone skin.

Who owns E45, and where is it from?

E45 is a British brand founded in 1952, owned by KKR & Co. Inc. since 2025.

marketscreener.come45.combeautymatter.com

Is E45 cruelty-free?

PETA, Leaping Bunny, and Cruelty Free International, the registries Lovi checks, do not list E45 as cruelty-free.

Research behind E45's key ingredients

Behind these ratings

Lovi rates every product from its full ingredient list with brand-independent rules our dermatologists and cosmetic chemists build and review, and personalizes every pick with AI trained on the real results of millions of users. Lovi trains its fit score models on a proprietary dataset built from more than 10,000 expert-labeled products and more than 100,000 simulated examples, following an internally consistent methodology presented at Cosmoprof, AMWC, and Skin of Color Update.

  • Nadia Kapleva, MS

    Nadia Kapleva, MS

    Co-founder, Medical Director

    Cosmetic chemist, cosmetologist, aesthetic products developer

  • Alexey Shagraev, PhD

    Alexey Shagraev, PhD

    Co-founder, CEO and CTO

    PhD in computer science, 3x US patent holder, ex-Google, ex-Yandex

  • Dr. Sof铆a Perea P茅rez, MD, MSc

    Dr. Sof铆a Perea P茅rez, MD, MSc

    Medical Board

    Aesthetic medicine practitioner, MSc in Longevity and Anti-Aging Medicine

  • Aishani Shah, MD

    Aishani Shah, MD

    Medical Board

    Specialist dermatologist, MBBS, MD, IFAAD

  • Asya Zubkova, MS

    Asya Zubkova, MS

    Medical Board

    Cosmetic chemist, SCS, IFSCC member

  • Hanna Kurets, MD

    Hanna Kurets, MD

    Medical Board, Medical Advisor

    Dermatology MD

  • Elina Nazarenko, MD

    Elina Nazarenko, MD

    Medical Board

    Dermatology and diagnostic consultant

  • Victoria Derkova, MS

    Victoria Derkova, MS

    Medical Board

    Cosmetic chemist, cosmetic development technologist

How does it fit your skin?

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