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?
Yes, 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 list no fragrance in their ingredients.
What are E45's best products?
E45 Cream is the standout choice for dry skin and dry sensitive skin, where Lovi rates its fit as High. For other skin concerns, the brand's products generally show an Average or lower fit.
Which E45 moisturizer is best for dry skin?
Cream is the best E45 moisturizer for dry skin. Lovi rates Cream High for dry skin.
Does E45 cause breakouts?
E45 Cream is unlikely to cause breakouts for dry skin where Lovi rates its fit as High, but it calls for caution on oily skin since the product may clog pores. The E45 products on this page list no fragrance in their ingredients.
Is E45 fragrance-free?
Yes, every product among the E45 products on this page lists no fragrance in its ingredients.
What are the key ingredients in E45 products?
The key ingredients in E45 products include white soft paraffin, light liquid paraffin, and glycerin, which help keep the skin soft and moisturized. Lovi rates E45 Cream High for dry skin and dry sensitive skin. Every E45 product on this page lists no fragrance in its ingredients.
How do I build a E45 skincare routine?
To build an E45 skincare routine, you use the Cream moisturizer, which Lovi rates High for dry skin and dry sensitive skin. Every E45 product on this page has no fragrance. An E45-focused routine reaches Superior fit for dry skin.
Where can I buy E45, and how much does it cost?
You can buy E45 at stores in the Netherlands. Prices on this page range from €22.99 to €22.99.
What are good alternatives to E45?
Good alternatives to E45 on Lovi include BYOMA, The INKEY List, Medik8, Simple, Elemis, and Pixi.
E45 vs BYOMA: which is better?
E45 and BYOMA are equally well-suited, as both have a Superior fit for dry, oily, sensitive, combination, and acne-prone skin. Lovi rates the E45-focused routine Superior across all these skin types.
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
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