E45 Moisturising Cream

E45 is a globally recognized skincare brand originally formulated for use in medical settings, specifically within hospitals. Invented in 1952 by Crookes Healthcare, it was initially designed as a white, non-greasy emollient for the treatment of eczema and dry skin. It was later released to the consumer market, where it became a household staple for dermatological care.

The brand's history is characterized by its transition through several major pharmaceutical and consumer goods giants. For decades, it was a cornerstone of the Reckitt (formerly Reckitt Benckiser) portfolio. However, in a significant strategic shift, Reckitt sold the E45 brand to the French dermatological group Karo Healthcare (formerly Karo Pharma) in a deal finalized around 2022. This acquisition moved the brand's ultimate ownership to Sweden, where Karo Healthcare is headquartered.

Today, E45 remains a leader in the treatment of dry and itchy skin conditions. While its heritage is deeply rooted in British pharmaceutical innovation, its manufacturing and distribution are now managed under the umbrella of EQT AB-backed Karo Healthcare, reaching markets across Europe and the Middle East.