# E45 skincare Page: https://lovi.care/skincare/uk/brands/e45 The Lovi Fit is the same in every country; only the stores and prices differ, and the ones here are for the United Kingdom. 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=pg81590cfb87). ### E45 moisturizers #### Moisturizers - [Cream](https://lovi.care/skincare/uk/p/e45/cream/for/dry-skin) — High fit — [£2.75 at Amazon](https://www.amazon.co.uk/dp/B002ISB9NO?tag=lovi-care-web-product-21&linkCode=osi&th=1&psc=1) ## Questions and answers ### Is E45 worth it? E45 is worth it because Lovi rates the E45-focused routine Superior for dry skin, sensitive skin, acne-prone skin, combination skin, and oily skin. Additionally, all the E45 products on this page list no fragrance in their ingredients. ### What are E45's best products? The E45 Cream is the standout choice on the page, holding a High fit for dry and dry sensitive skin. Lovi rates the E45-focused routines as Superior across dry, oily, sensitive, combination, and acne-prone skin types. ### Which E45 moisturizer is best for dry skin? E45 Cream is the best choice on this page, as Lovi rates it High for dry skin. Every E45 product on this page lists no fragrance in its ingredients. ### Does E45 cause breakouts? E45 Cream rates Low for acne-prone skin and Caution for oily, acne-prone skin, meaning it may clog pores for some shoppers. The E45 products on this page list no fragrance, which helps keep irritation low for sensitive skin types. ### 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? E45 products feature key ingredients such as [white soft paraffin](https://lovi.care/skincare/uk/ingredients/petrolatum), [light liquid paraffin](https://lovi.care/skincare/uk/ingredients/mineral-oil), and [glycerin](https://lovi.care/skincare/uk/ingredients/glycerin) that help keep dry skin soft and smooth. Every product from the E45 range on this page contains no fragrance. [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 use the E45 Cream, as Lovi rates an E45-focused routine Superior for dry, oily, sensitive, combination, and acne-prone skin. Every product on this page also lists no fragrance in its ingredients. ### Where can I buy E45, and how much does it cost? E45 is sold in the United Kingdom, and the prices on this page range from £2.75 to £2.75. ### What are good alternatives to E45? Good alternatives to E45 include BYOMA, The INKEY List, Medik8, Simple, Elemis, and Pixi, all of which have pages on Lovi. Lovi rates the E45-focused routine Superior for dry, sensitive, combination, and acne-prone skin. ### E45 vs BYOMA: which is better? E45 and BYOMA both perform strongly, with Lovi rating the E45-focused routine Superior and the BYOMA-focused routine Superior for dry skin. For oily, combination, and acne-prone skin, the E45 routine rates Superior while the BYOMA routine rates High. ### 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/uk/brands/byoma) - British skincare: [The INKEY List](https://lovi.care/skincare/uk/brands/the-inkey-list) - British skincare: [Medik8](https://lovi.care/skincare/uk/brands/medik8) - British skincare: [Simple](https://lovi.care/skincare/uk/brands/simple) - British skincare: [Elemis](https://lovi.care/skincare/uk/brands/elemis) - British skincare: [Pixi](https://lovi.care/skincare/uk/brands/pixi) - British skincare: [Charlotte Tilbury](https://lovi.care/skincare/uk/brands/charlotte-tilbury) - British skincare: [No7](https://lovi.care/skincare/uk/brands/no7) - British skincare: [REN Clean Skincare](https://lovi.care/skincare/uk/brands/ren-clean-skincare) - British skincare: [facefacts](https://lovi.care/skincare/uk/brands/facefacts) ## Popular brands - Korean skincare: [SKIN1004](https://lovi.care/skincare/uk/brands/skin1004) - Korean skincare: [Anua](https://lovi.care/skincare/uk/brands/anua) - Korean skincare: [Medicube](https://lovi.care/skincare/uk/brands/medicube) - Canadian skincare: [The Ordinary](https://lovi.care/skincare/uk/brands/the-ordinary) - Korean skincare: [Beauty of Joseon](https://lovi.care/skincare/uk/brands/beauty-of-joseon) - Korean skincare: [COSRX](https://lovi.care/skincare/uk/brands/cosrx) - American skincare: [CeraVe](https://lovi.care/skincare/uk/brands/cerave) - French skincare: [La Roche-Posay](https://lovi.care/skincare/uk/brands/la-roche-posay) - Korean skincare: [Dr. Althea](https://lovi.care/skincare/uk/brands/dr-althea) - Korean skincare: [Some By Mi](https://lovi.care/skincare/uk/brands/some-by-mi) - Korean skincare: [Torriden](https://lovi.care/skincare/uk/brands/torriden) - Korean skincare: [celimax](https://lovi.care/skincare/uk/brands/celimax) - Korean skincare: [Purito](https://lovi.care/skincare/uk/brands/purito) - Korean skincare: [ROUND LAB](https://lovi.care/skincare/uk/brands/round-lab) - American skincare: [Cetaphil](https://lovi.care/skincare/uk/brands/cetaphil) - American skincare: [Paula's Choice](https://lovi.care/skincare/uk/brands/paula-s-choice) - American skincare: [Neutrogena](https://lovi.care/skincare/uk/brands/neutrogena) - Korean skincare: [AXIS-Y](https://lovi.care/skincare/uk/brands/axis-y) - American skincare: [Kiehl's](https://lovi.care/skincare/uk/brands/kiehl-s) - Korean skincare: [d'Alba](https://lovi.care/skincare/uk/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 (this page) - 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 - 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