Straight Up Products

Our skincare range

We know how busy modern lives can be. You might find it difficult to spare the time to slot in a skincare regimen. You may be among the half of the population who have expressed that it is difficult to know which product is most appropriate.*

*E45: Straight Up Skincare Project 2018 Survey of 5,009 UK adults.

That’s why E45 has created a wide range of emollients to help make it easier for you to care for dry skin and skin problems, such as contact dermatitis, eczema and psoriasis.

58% of people haven’t received specific instructions on how to apply the products they use on their skin.* *E45: Straight Up Skincare Project 2018. Survey of 5,009 UK adults.

Dry skin

E45 daily
When to use:
To relieve mild dry skin.
Why use:
Fast absorbing formulation and effective hydration.
How often to apply:
Use daily for best results.
How to apply:
Lotions: Apply as required.
Spray: Apply by holding the can 10cm from the skin and applying all over the body. Smooth over to cover your skin.
Hand creams: Apply as required.
Sizes available:
Lotions: 200 ml and 400 ml.
Spray: 200ml.
Hand creams: 50ml.
E45 rich
When to use:
To relieve moderately dry skin.
Why use:
Formulated with evening primrose oil to provide 24-hour moisturisation.
How often to apply:
Use daily for best results.
How to apply:
Lotions: Apply as required.
Spray: Apply by holding the can 10cm from the skin and applying all over the body. Smooth over to cover your skin.
Hand creams: Apply as required.
Sizes available:
Lotions: 200 ml and 400 ml.
Spray: 200ml.
Hand creams: 50ml.

Get the most from dry skin products1

Apply products after bathing when your skin is wet. This helps trap moisture into your skin and helps prevent it drying out.

Apply products gently in a downward motion, as if you are trying to smear something down. Don’t rub emollients into the skin as this can cause irritation.

Pat your skin dry rather than rubbing

Re-apply before your skin starts to feel dry and rough

57% of people know emollients are best applied after washing, when the skin is moist.* *E45: Straight Up Skincare Project 2018. Survey of 5,009 UK adults.

Condition skin - routine care

E45 cream
When to use:
Treats and soothes dry, flaking, chapped skin as well as sunburn and detergent hands. Also treats more serious dry skin conditions, like certain dry cases of psoriasis and dermatitis.
Why use:
A clinically proven medicine containing effective emollients for dry skin conditions.
How often to apply:
Apply to the affected skin 2-3 times per day.
How to apply:
See below for how to get the most from this product and how much to apply if you have eczema skin.

Patients being dispensed or treated with large quantities (> 100g) of any paraffin- based product should be advised to regularly change clothing, bedding or dressings impregnated with the product and keep away from naked flames as there is a fire hazard.
Sizes available:
Available in 50g, 125g, 350g and 500g in tubes, tubs and pump dispensers.
Always read the label
E45 lotion
When to use:
For extremely dry, sensitive and allergy-prone skin.
Why use:
Provides long-lasting 24-hour moisturisation to help reduce roughness and flaking caused by extremely dry, irritable skin.
How often to apply:
Apply as often as needed to the hands, body and face.
How to apply:
Pat onto skin and apply in a downward motion.
(See below for how much to apply.)
Sizes available:
Available in 200ml and 500ml pump dispensers.

How much emollient should you apply?

Keeping your skin well moisturised helps keep it in good condition. This is even more important if you have skin conditions, such as eczema and psoriasis. How much to use depends on which part of your body is affected. This gives you a guide.

E45 cream
How much E45 Cream an adult should apply in one week to manage eczema.3

The National Eczema Society* recommends that an adult should use at least 500g of emollient cream every week to help keep eczema symptoms at bay.
*The National Eczema Society does not recommend or endorse any particular products.
E45 lotion
How much E45 Lotion an adult should apply in one week to manage eczema.3

Get the most from routine care products

Here are some tips to help you use emollients to manage eczema. Ideally, for people with eczema skin, you should apply these everyday, but find a routine that works for you.

 

Apply them frequently, at least twice a day, to ALL of your skin, not just areas that are affected. Carry on even when skin is fine, not just when you have symptoms, to help prevent flare-ups.

Smooth your emollient on in the direction of hair growth. Try not to rub it in as this can trigger itching.

If you have eczema it is recommended that an adult uses at least 500g of emollient each week

Pat your skin dry with a soft towel after washing, rather than rubbing

Use a spoon or spatula to remove emollients from tubs to make sure you get out the correct amount each time

Carry a container of emollient with you whenever you are out and about.

You may find it easier to use a pump dispenser – as an example each pump from an E45 dispenser provides about 4g of cream.

If using steroid cream from your pharmacist or doctor, wait at least 30mins after you apply your emollient before applying the steroid cream to avoid diluting the effect and spreading it to areas of skin that don't need it.

“Hot water, ordinary bubble baths, shower gels, cosmetic fragranced washes etc. are extremely drying and potentially irritating to people with eczema, so should be avoided” National Eczema Society.*
*The National Eczema Society does not recommend or endorse any particular products.

Condition skin - cleansing

E45 wash cream
When to use:
In place of soap and other harsh skin cleansers.
Why use:
Dermatologically tested. Does not remove natural oils from the skin. Free from colourings and perfume.
How often to apply:
Use regularly for best results.
How to apply:
Apply to wet skin on the face, hands or body. Massage gently, then rinse off with water, gently pat skin dry with a soft towel.
See below for how to get the most from this product.
Sizes available:
Available in a 200ml pump dispenser.
E45 shampoo
When to use:
In place of regular shampoo.
Why use:
Dermatologically tested. Does not remove natural oils from the skin. Free from colourings and perfume.
How often to apply:
Use regularly for best results.
How to apply:
Apply to wet hair and massage into the scalp, rinse and repeat as necessary.
Sizes available:
Available in 200ml pack.
E45 shower cream
When to use:
In place of soap and other harsh skin cleansers.
Why use:
Dermatologically tested. Does not remove natural oils from the skin. Free from colourings and perfume.
How often to apply:
Use regularly for best results.
How to apply:
Apply to wet skin, gently massage then rinse off. Gently pat skin dry with a soft towel.
Sizes available:
Available in 200ml pack.
E45 bath oil
When to use:
In place of harsh bath products.
Why use:
Dermatologically tested. Does not remove natural oils from the skin. Free from colourings and perfume.
How often to apply:
Use regularly for best results.
See below for how to get the most from this product.
How to apply:
For adults: Pour 15ml into a full bath of warm water.
For children: Pour 5-10ml into a small bath of warm water.
See below for how to get the most from this product.
Sizes available:
Available in 250ml and 500ml packs.

Get the most from cleansing products

Emollient-based cleansers (also known as soap substitutes) can be used whenever you wash or bathe. They don’t foam in the same way that soaps do, but they are still work in cleaning your skin!

Don’t worry if you don’t have an emollient cleanser, just use some of your regular cream or lotion emollient in water – it can still do the same job, without affecting your skin.

Oils can make baths very slippery so take care when getting in and out. A bath or shower mat at the bottom of the bath can help.

Wiping the bath surface after using a bath oil can help remove excess oil

Just half of people know that you can use emollients with other skincare products* *E45: Straight Up Skincare Project 2018. Survey of 5,009 UK adults.

Condition skin - treatment

E45 itch relief cream
When to use:
Provides relief to itchy skin, and eczema.
Why use:
Contains a topical anaesthetic to relieve itching plus urea, a moisturiser found naturally within the skin.
How often to apply:
Apply to the affected area twice a day.
How to apply:
Apply gently to skin in the direction of hair growth.
See below for how to get the most from this product.
Sizes available:
Available in 50g, 100g and 500g packs.
Always read the label
E45 eczema repair
When to use:
To treat eczema symptoms.
Why use:
The triple action is designed to treat symptoms of eczema.
How often to apply:
Use at least 2-3 times a day.
How to apply:
Apply gently into skin in the direction of hair growth.
See below for how to get the most from this product.
Sizes available:
Available in 200ml pack.
Always read the instructions
E45 hydrocortisone acetate
When to use:
To treat mild-to-moderate eczema, contact dermatitis and insect bites.
Why use:
Contains a steroid hydrocortisone acetate 1.0% w/w and the product works by altering the body's response to inflammatory reactions due to irritant contact dermatitis, allergic contact dermatitis, insect bites and mild to moderate eczema.
How often to apply:
Apply accurately and sparingly on small affected areas of skin 1-2 times daily. Use for a maximum of 7 days.
How to apply:
In adults and children over the age of 10 years, apply a thin the affected area. Do not apply to the eyes, face, anus, genital area or to areas of broken or infected skin.
See below for how to get the most from this product.
Sizes available:
Available in a 15g tube.
Always read the label

Get the most from treatment products

To maximise the benefits of treatments products: Always read the label and follow the instructions for how to use.

Apply emollients after bathing, while water is still trapped in the skin for extra hydration.

If you are using steroid cream from your pharmacist or doctor, wait at least 30 minutes after you apply your emollient before applying the steroid cream to avoid diluting the effect of the treatment and spreading it to areas of skin that don't need it.