E45 Moisturising Lotion

E45 is a legacy skincare brand that has been a staple in households for decades, particularly in the United Kingdom. Originally created in 1952 by Boots the Chemists, the product was initially intended for use in hospitals to treat dry and irritated skin conditions. Its reputation for being gentle and effective led to it being made available for retail to the general public in the early 1960s.

The brand has undergone significant changes in ownership over the years. It was part of the Boots Healthcare International portfolio, which was acquired by the multinational consumer goods giant Reckitt (formerly Reckitt Benckiser) in 2006. However, in a strategic move to focus on other core brands, Reckitt sold E45 to Karo Healthcare, a Swedish healthcare company, in a deal completed in early 2022.

Today, E45 remains a leader in dermatological skincare. While historically tied to British manufacturing, its production is now distributed across multiple locations depending on the specific product line and regional market requirements. Under the stewardship of Karo Healthcare, the brand continues to focus on 'straightforward skincare' for sensitive skin types globally.