We want to help treat your dry skin condition which may be triggered by everyday extremes

There are millions of people on the spectrum of skin conditions. No other emollient treats more dry skin conditions than E45 Cream*.

Itchy skin

When we get an itch, its human nature to scratch it, but for some people itching, known medically as pruritus, can affect their daily life. There are many causes of itchiness, from allergic reactions to long-term skin conditions such as eczema. Itchy skin is common, affecting around 8-9% of people. Itchy skin is particularly common during pregnancy or after the menopause, caused by hormonal changes. Most of us can manage to keep our itching under control, but for others it can trigger something called the itch scratch cycle. Your skin feels itchy, so you scratch to relieve the itch, but this makes the skin feel irritated and itchy, so  you scratch again. Scratching is damaging to your skin. When you persistently scratch or rub the skin nonstop, it wears away the protective barrier of the skin and can cause infection or further irritation.



Contact dermatitis is a type of eczema triggered by contact with a particular irritant. You might see eczema referred to as dermatitis, and the other way round. Contact dermatitis can cause the skin to become inflamed, itchy, blistered, dry and cracked. This reaction usually occurs within a few hours or days of exposure to an irritant or allergen and can can affect any part of the body but, is most common on the hands and face. It’s natural to want to scratch and ease the itch, but scratching can actually damage the skin, making your contact dermatitis worse.



Psoriasis is an inflammatory skin condition that affects roughly 2% of the UK population. There are different types of psoriasis and the symptoms can range from mild to severe, so it can vary a lot from person to person.

Although there is no cure for psoriasis, you might find you go through periods when it is better and times when it flares up. There are many different types of psoriasis. Your GP should be able to identify the type of psoriasis you have and help you get the right treatment.



Eczema (also known as atopic dermatitis) is the most common form of eczema, a condition that causes the skin to become itchy, dry, and cracked. Eczema is most common in children, affecting up to 20% of children at some point, but can affect people of all ages and still develop for the first time in adulthood. Although the exact cause of eczema is not known, there are different things that can play a role. It can run in families, be triggered by allergies, and often develops alongside other conditions, such as Asthma and Hayfever. There may be times when it is worse than others, this is known as a flare ups, but the good news is that Eczema is not contagious to others.


*E45 Cream. For dry skin. Always read the label. For verification contact PO Box 4044. RB-M-92056