E45 skincare
E45 is a British skincare brand founded in 1952 and owned by KKR & Co. Inc. since 2025.
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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.
Questions and answers
Is E45 worth it?
E45 is worth it because Lovi rates the E45-focused routine Superior for dry, oily, sensitive, combination, and acne-prone skin. Additionally, the E45 products on this page are fragrance-free.
What are E45's best products?
E45 Cream is the best product for dry and dry sensitive skin, for which Lovi rates it High. For other skin types, Lovi rates its fit as Average or lower.
Which E45 moisturizer is best for dry skin?
Cream is the best E45 moisturizer for dry skin, where Lovi rates it High. It helps keep dry skin soft and smooth.
Does E45 cause breakouts?
E45 Cream is unlikely to cause breakouts for most skin types, as Lovi rates its fit for oily and acne-prone skin as Caution. The E45 products on this page contain no fragrance, helping to keep irritation low.
Is E45 fragrance-free?
Yes, every one of the E45 products on this page is fragrance-free. Lovi rates the E45-focused routine Superior for sensitive skin.
What are the key ingredients in E45 products?
E45 products feature key ingredients such as white soft paraffin, light liquid paraffin, glycerin, and anhydrous lanolin medilan that help moisturize and soften dry skin. Lovi rates the E45-focused routine Superior for dry skin. Every product from the E45 range on this page is free of fragrance.
How do I build a E45 skincare routine?
To build an E45 skincare routine, apply the Cream moisturizer, which Lovi rates High for dry skin and dry sensitive skin. The E45 products on this page list no fragrance in their ingredients.
Where can I buy E45, and how much does it cost?
E45 is available at stores in Germany, with prices on this page starting from €6.99.
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.
E45 vs BYOMA: which is better?
E45-focused routines fit dry skin, sensitive skin, combination skin, and acne-prone skin at a Superior level, while BYOMA-focused routines fit these skin types at Superior or High levels. For oily skin, the E45-focused routine reaches a Superior level and the BYOMA-focused routine reaches a High level.
Who owns E45, and where is it from?
E45 is a British brand founded in 1952, owned by KKR & Co. Inc. since 2025.
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.
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Co-founder, Medical Director
Cosmetic chemist, cosmetologist, aesthetic products developer
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Co-founder, CEO and CTO
PhD in computer science, 3x US patent holder, ex-Google, ex-Yandex
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Dr. Sofía Perea Pérez, MD, MSc
Medical Board
Aesthetic medicine practitioner, MSc in Longevity and Anti-Aging Medicine
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Medical Board
Specialist dermatologist, MBBS, MD, IFAAD
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Medical Board
Cosmetic chemist, SCS, IFSCC member
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Medical Board, Medical Advisor
Dermatology MD
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Elina Nazarenko, MD
Medical Board
Dermatology and diagnostic consultant
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Victoria Derkova, MS
Medical Board
Cosmetic chemist, cosmetic development technologist
How does it fit your skin?
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