# E45 skincare Page: https://lovi.care/skincare/it/brands/e45 The Lovi Fit is the same in every country; only the stores and prices differ, and the ones here are for Italy. E45 is a British skincare brand founded in 1952 and owned by KKR & Co. Inc. since 2025. [marketscreener.com](https://www.marketscreener.com/news/kkr-co-inc-completed-the-acquisition-of-karo-healthcare-ab-from-eqt-viii-fund-managed-by-eqt-par-ce7c50d3dc88f42c) [e45.com](https://e45.com/za/about-e45/) [beautymatter.com](https://beautymatter.com/articles/reckitt-benckiser-to-sell-e45-skincare-to-karo-pharma-for-268-million) 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](https://app.pora.ai/vqqJ/j1xj2b6o?af_sub2=brand&af_sub3=selection_note&af_sub4=pgcba010a835). ### E45 moisturizers #### Moisturizers - [Cream](https://lovi.care/skincare/it/p/e45/cream/for/dry-skin) — High fit — [€18.62 at Amazon](https://www.amazon.it/dp/B001RYSEVK?tag=lovi-care-web-product09-21&linkCode=osi&th=1&psc=1) ## Questions and answers ### Is E45 worth it? Yes, E45 is worth it because Lovi rates the E45-focused routine Superior for dry, oily, sensitive, combination, and acne-prone skin. Every E45 product on this page has no fragrance, and the prices range from €18.62. ### What are E45's best products? E45 Cream is the product on this page, and Lovi rates it High for dry and dry sensitive skin. E45 Cream helps keep the skin soft and calm with ingredients that have been shown to support skin hydration. [Journal of the American Academy of Dermatology, 1992](https://pubmed.ncbi.nlm.nih.gov/1564142/) ### Which E45 moisturizer is best for dry skin? Cream is the best moisturizer on this page for dry skin, where Lovi rates it High. E45 Cream helps keep dry skin soft and smooth by supporting the outer skin barrier. [Journal of the American Academy of Dermatology, 1992](https://pubmed.ncbi.nlm.nih.gov/1564142/) ### Does E45 cause breakouts? E45 Cream is unlikely to cause breakouts for dry skin, where Lovi rates its fit as High, but it is less suited for oily or acne-prone skin, where the fit drops to Caution. The E45 products on this page list no fragrance in their ingredients. ### Is E45 fragrance-free? Yes, every one of the E45 products on this page lists no fragrance in its ingredients. ### What are the key ingredients in E45 products? The key ingredients in the E45 products on this page include [white soft paraffin](https://lovi.care/skincare/it/ingredients/petrolatum), [light liquid paraffin](https://lovi.care/skincare/it/ingredients/mineral-oil), [glycerin](https://lovi.care/skincare/it/ingredients/glycerin), and [anhydrous lanolin medilan](https://lovi.care/skincare/it/ingredients/lanolin), which help keep skin soft and smooth. Every product from the E45 range on this page lists no fragrance in its ingredients. [Journal of the American Academy of Dermatology, 1992](https://pubmed.ncbi.nlm.nih.gov/1564142/) ### How do I build a E45 skincare routine? To build an E45 skincare routine, you apply E45 Cream daily to keep dry or sensitive skin soft and smooth. Lovi rates the E45-focused routine Superior for dry, oily, sensitive, combination, and acne-prone skin. ### Where can I buy E45, and how much does it cost? Shoppers can buy E45 at stores in Italy listed on this page, with prices ranging from €18.62. ### 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? Both E45 and BYOMA achieve a Superior fit for dry, oily, sensitive, combination, and acne-prone skin, so the better choice depends on personal preference and ingredient focus. The E45 products on this page list no fragrance in their ingredients. ### Who owns E45, and where is it from? E45 is a British brand founded in 1952, owned by KKR & Co. Inc. since 2025. [marketscreener.com](https://www.marketscreener.com/news/kkr-co-inc-completed-the-acquisition-of-karo-healthcare-ab-from-eqt-viii-fund-managed-by-eqt-par-ce7c50d3dc88f42c) [e45.com](https://e45.com/za/about-e45/) [beautymatter.com](https://beautymatter.com/articles/reckitt-benckiser-to-sell-e45-skincare-to-karo-pharma-for-268-million) ### 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 - [Effects of petrolatum on stratum corneum structure and function](https://pubmed.ncbi.nlm.nih.gov/1564142/) White soft paraffin · Journal of the American Academy of Dermatology, 1992 - [The 24-hour skin hydration and barrier function effects of a hyaluronic 1%, glycerin 5%, and Centella asiatica stem cells extract moisturizing fluid: an intra-subject, randomized, assessor-blinded study](https://pubmed.ncbi.nlm.nih.gov/28860834/) Glycerin · Clinical, Cosmetic and Investigational Dermatology, 2017 - [Exotic Vegetable Oils for Cosmetic O/W Nanoemulsions: In Vivo Evaluation](https://pubmed.ncbi.nlm.nih.gov/26927034/) Anhydrous lanolin medilan · Molecules, 2016 ## Similar brands - British skincare: [BYOMA](https://lovi.care/skincare/it/brands/byoma) - British skincare: [The INKEY List](https://lovi.care/skincare/it/brands/the-inkey-list) - British skincare: [Medik8](https://lovi.care/skincare/it/brands/medik8) - British skincare: [Simple](https://lovi.care/skincare/it/brands/simple) - British skincare: [Elemis](https://lovi.care/skincare/it/brands/elemis) - British skincare: [Pixi](https://lovi.care/skincare/it/brands/pixi) - British skincare: [Charlotte Tilbury](https://lovi.care/skincare/it/brands/charlotte-tilbury) - British skincare: [No7](https://lovi.care/skincare/it/brands/no7) - British skincare: [REN Clean Skincare](https://lovi.care/skincare/it/brands/ren-clean-skincare) - British skincare: [facefacts](https://lovi.care/skincare/it/brands/facefacts) ## Popular brands - Korean skincare: [SKIN1004](https://lovi.care/skincare/it/brands/skin1004) - Korean skincare: [Anua](https://lovi.care/skincare/it/brands/anua) - Korean skincare: [Medicube](https://lovi.care/skincare/it/brands/medicube) - Canadian skincare: [The Ordinary](https://lovi.care/skincare/it/brands/the-ordinary) - Korean skincare: [Beauty of Joseon](https://lovi.care/skincare/it/brands/beauty-of-joseon) - Korean skincare: [COSRX](https://lovi.care/skincare/it/brands/cosrx) - American skincare: [CeraVe](https://lovi.care/skincare/it/brands/cerave) - French skincare: [La Roche-Posay](https://lovi.care/skincare/it/brands/la-roche-posay) - Korean skincare: [Dr. Althea](https://lovi.care/skincare/it/brands/dr-althea) - Korean skincare: [Some By Mi](https://lovi.care/skincare/it/brands/some-by-mi) - Korean skincare: [Torriden](https://lovi.care/skincare/it/brands/torriden) - Korean skincare: [celimax](https://lovi.care/skincare/it/brands/celimax) - Korean skincare: [Purito](https://lovi.care/skincare/it/brands/purito) - Korean skincare: [ROUND LAB](https://lovi.care/skincare/it/brands/round-lab) - American skincare: [Cetaphil](https://lovi.care/skincare/it/brands/cetaphil) - American skincare: [Paula's Choice](https://lovi.care/skincare/it/brands/paula-s-choice) - American skincare: [Neutrogena](https://lovi.care/skincare/it/brands/neutrogena) - Korean skincare: [AXIS-Y](https://lovi.care/skincare/it/brands/axis-y) - American skincare: [Kiehl's](https://lovi.care/skincare/it/brands/kiehl-s) - Korean skincare: [d'Alba](https://lovi.care/skincare/it/brands/d-alba) ## About the Lovi Fit Lovi: Unbiased, science-based skincare AI trained on real user outcomes. Lovi rates every product from its full ingredient list with brand-independent rules its 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. Levels from best to worst: Superior, High, Average, Low, Caution, Warning. Behind these ratings: Nadia Kapleva, MS (Co-founder, Medical Director); Alexey Shagraev, PhD (Co-founder, CEO and CTO); Dr. Sofía Perea Pérez, MD, MSc (Medical Board); Aishani Shah, MD (Medical Board); Asya Zubkova, MS (Medical Board); Hanna Kurets, MD (Medical Board, Medical Advisor); Elina Nazarenko, MD (Medical Board); Victoria Derkova, MS (Medical Board). Page built Nov 8, 2026. More from Lovi: https://lovi.care/skincare/llms.txt ## This page in other countries - United States: https://lovi.care/skincare/brands/e45 - United Kingdom: https://lovi.care/skincare/uk/brands/e45 - Ireland: https://lovi.care/skincare/ie/brands/e45 - Germany: https://lovi.care/skincare/de/brands/e45 - France: https://lovi.care/skincare/fr/brands/e45 - Italy: https://lovi.care/skincare/it/brands/e45 (this page) - Netherlands: https://lovi.care/skincare/nl/brands/e45 - Spain: https://lovi.care/skincare/es/brands/e45 - Canada: https://lovi.care/skincare/ca/brands/e45 - Australia: https://lovi.care/skincare/au/brands/e45 - Singapore: https://lovi.care/skincare/sg/brands/e45 - Saudi Arabia: https://lovi.care/skincare/sa/brands/e45 - United Arab Emirates: https://lovi.care/skincare/ae/brands/e45