What e45 does

E45 is a UK-based skincare brand owned and operated by Karo Healthcare UK Ltd, a wholly-owned subsidiary of Swedish parent Karo Healthcare AB (reg.no. 556309-3359, headquartered in Stockholm). The brand specialises in emollient and dermatologically tested skincare products for consumers with dry, sensitive, eczema-prone, psoriasis-prone, and dermatitis-prone skin, with product suitability spanning babies over one month through to adults. Its portfolio of more than 40 SKUs spans nine categories: core treatment, daily care, facial care, junior, itch relief, specialised treatment, sun care, washing, and the premium HydroCell™ line.

The brand's technical foundation rests on proprietary, trademarked ingredient technologies: HydroCell™ (a marine-derived active from Scandinavian red algae that stimulates hyaluronic acid production by up to 211% and boosts ceramide synthesis by 51-56%); 2QR-complex (a patented Aloe Barbadensis-derived complex used in the Eczema Relief Cream); Ectoin® (cell-protective technology in the Psoriasis and Dermatitis Relief Creams); Medilan® (hypoallergenic lanolin); and ACTISCALP™ (used in the Dry Scalp Serum). Three products (E45 Cream, E45 Itch Relief Cream, HC45 Hydrocortisone Cream) carry licensed medicine classification, embedding the brand in clinical recommendation pathways.

E45 generates revenue through one-time consumer product sales with strong repeat purchase behaviour driven by chronic skin conditions. Pricing ranges from £3.49 for the core E45 Cream to £19.99 for specialised condition treatments (Eczema, Psoriasis, Dermatitis Relief Creams), with the HydroCell™ line positioned at a premium. Go-to-market is omnichannel and partner-led: products are stocked in every major UK supermarket (Tesco, Sainsburys, Asda, Morrisons, Ocado, Waitrose), the two leading pharmacy chains (Boots, Superdrug), Amazon, and the brand's own e-commerce site. International markets include Australia, South Africa, and Nigeria via local pharmacy and e-commerce partners.

Name

e45

Legal name

Karo Healthcare UK Ltd

Website

https://e45.co.uk

Company type

Private

Operating status

Operating

Short description

E45 is a UK skincare brand owned by Karo Healthcare AB, selling dermatologically tested emollient and treatment products for dry, sensitive, eczema-prone, psoriasis-prone, and dermatitis-prone skin across grocery, pharmacy, and e-commerce channels in the UK, Australia, South Africa, and Nigeria.

Ownership category

akta.pro rank

Product category

Skincare Products for Sensitive and Condition-Affected Skin

NAICS

Pharmaceutical and Medicine Manufacturing (3254), Soap and Cleaning Compound Manufacturing (32561), Medicinal and Botanical Manufacturing (325411)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industries

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF), Dermatology Specialty Pharmaceuticals (HLAIACAL)

Keywords

• Emollient skincare products
• Dry skin treatments
• Eczema relief creams
• Dermatologically tested skincare
• Sensitive skin moisturisers

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer Skincare Product Sales: E45 generates revenue through the sale of emollient skincare products to consumers via retail partners (supermarkets, pharmacies) and direct-to-consumer e-commerce. Products include creams, lotions, gels, sprays, and specialized treatments for skin conditions. Revenue is one-time transaction based with repeat purchase patterns driven by product efficacy and consumer loyalty.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels5 records

Core offering

E45 manufactures and sells a broad portfolio of dermatologically tested emollient, moisturising, and treatment skincare products for dry, itchy, sensitive, eczema-prone, psoriasis-prone, and dermatitis-prone skin. Its range spans core treatment creams and lotions, daily care hydrators, facial care, itch relief, sun care, washing products, junior/children's skincare, and specialised treatment products (including licensed medicines such as HC45 Hydrocortisone Cream), with newer premium offerings built on its proprietary HydroCell™ hydration technology.

Product overview

E45 is a skincare brand offering a comprehensive portfolio of dermatologically tested products for dry, sensitive, and eczema-prone skin. The portfolio includes core emollient treatments (E45 Cream, E45 Moisturising Lotion, E45 Rich 24H Lotion), daily care products (hydrating lotions and sprays), a facial care range (cleansers, moisturisers, serums, SPF protection, and night creams), a sun care collection (SPF 30 and SPF 50+ lotions, sprays, and after-sun products for adults and children), specialised treatments for conditions like eczema, dermatitis, and psoriasis, itch relief products (creams, gels, and coolmousse), junior/children's products, and washing/cleansing products (shower creams, bath oils, hand washes). The brand has recently launched the HydroCell line featuring advanced hydration technology derived from red algae that stimulates the skin's natural hyaluronic acid production.

Differentiator

Problem solved

Functional benefit

Brands

• HydroCell: Advanced hydration technology platform using marine-derived ingredients from red algae to stimulate natural hyaluronic acid production
• HC45
• E45 Junior
• E45 Expert Sun Protection

Products and services

• E45 Cream Clinically proven emollient cream that treats and soothes dry, flaky, itchy skin, eczema, dermatitis, and certain cases of dry psoriasis. Contains lanolin, light liquid paraffin, and white soft paraffin. Available as a licensed medicine in 50g, 125g, 350g, and 500g pack sizes from £3.49.
• E45 Moisturising Lotion Light daily moisturiser clinically proven to protect skin from dryness, soothe roughness, and reduce scaling and flaking. Provides 72-hour moisturisation with Medilan® lanolin, suitable for the whole family including babies over three months. 200ml and 500ml from £4.69.
• E45 Daily Care Hydrating Lotion Everyday lotion providing intense and long-lasting hydration for dry, sensitive skin with a fast-absorbing formula containing light liquid paraffin and emollient ingredients. Suitable for the whole family including babies over one month. 400ml at £5.99.
• E45 Daily Care Hydrating Lotion Spray Fast-acting spray moisturiser providing instant and intense hydration for dry and sensitive skin with a non-greasy texture. Clinically proven to lock in moisture. 200ml at £6.49.
• E45 Rich 24H Lotion Light daily moisturiser with evening primrose oil for deep, nourishing moisturisation lasting throughout the day. Dermatologically tested for dry, sensitive skin. 400ml at £7.49.
• E45 Moisturising Hand Cream Intensely nourishing hand moisturiser specifically formulated to hydrate and soothe the skin on the hands, repairing the skin's moisture barrier and smoothing away roughness. 50ml at £4.29.
• E45 Face Care Hydrating Moisturiser Fast-absorbing and non-greasy face moisturiser for dry and sensitive skin. Improves the skin's natural barrier for long-lasting hydration and is suitable for eczema-prone skin. 50ml at £9.99.
• E45 Face Hydrating Serum Intensely hydrating face serum that instantly boosts moisture and locks in moisture for 48 hours. Contains hyaluronic acid, microalgae, and sea water to restore the skin's natural barrier. 30ml at £16.99.
• E45 Face Daily Protect (SPF30) Intensely hydrating face cream with SPF30 and UVA/UVB protection for dry and sensitive skin. Provides all-day moisturisation and broad-spectrum sun protection. 50ml at £13.99.
• E45 Face Night Cream Nourishing face cream that intensely moisturises dry, sensitive skin overnight, formulated with nourishing oils, cocoa seed butter, shea butter, and vitamin E to help repair and strengthen the skin's natural barrier. 50ml at £14.99.
• E45 Face Foaming Cleanser Everyday facial cleanser that gently cleanses dry skin whilst preserving the skin's natural moisture barrier. Dermatologically tested for dry, sensitive and eczema-prone skin. 150ml.
• E45 Lips and Dry Skin Balm Intensely hydrating multi-purpose balm to repair and soften chapped lips and small dry skin patches. Made with highly purified lanolin, vitamin E, and beeswax. 30ml at £8.99.
• E45 SPF30 Protecting Lip Balm Lip balm with SPF30 and high UVA/UVB protection offering a 72-hour moisturising effect. Contains vitamin E, beeswax, and shea butter to regenerate skin. 10ml.
• E45 Itch Relief Cream Emollient cream to treat pruritus, eczema, dermatitis, and scaling skin conditions. Contains lauromacrogols as a topical anaesthetic and urea to help the skin retain moisture. Provides up to 24-hour hydration. Licensed medicine, 50g/100g tubes and 500g pump from £9.99.
• E45 Itch Relief Gel Clinically proven to soothe, cool, and calm dry, itchy, and irritated skin within 60 seconds. Contains glycerin and Provitamin B5 with a lightweight, non-sticky gel texture. 100ml and 150ml at £9.99.
• E45 Itch Relief Coolmousse Cooling and soothing foaming mousse that instantly relieves dry, itchy, and irritated skin. Formulated with betaine and aloe vera extract to soothe and hydrate. 100ml and 150ml at £5.29.
• E45 Eczema Relief Cream Steroid-free cream formulated for symptomatic treatment and relief of skin redness and itching from atopic eczema. Clinically proven to reduce itching and redness. Contains 2QR-complex purified from Aloe Barbadensis Leaf Extract. 60g at £19.99.
• E45 Psoriasis Relief Cream Steroid-free cream clinically proven to reduce scaling, itching, redness, roughness, and hardening of the skin associated with psoriasis. Contains Ectoin® technology that stabilises the skin barrier and intensely hydrates. 50ml at £19.99.
• E45 Dermatitis Relief Cream Steroid-free cream formulated to relieve and reduce symptoms of mild to moderate atopic dermatitis. Contains Ectoin® and ceramides to reduce inflammatory reactions and relieve irritated skin. 50ml at £19.99.
• HC45 Hydrocortisone Cream Effective treatment for itchy skin, irritation, and inflammation due to dry skin conditions, eczema, dermatitis, insect bites, nickel allergies, and plant allergies. Contains 1% w/w hydrocortisone acetate BP. Licensed medicine, 15g at £4.49.
• E45 CICA Soothe & Repair Cream Multi-purpose cream that nourishes, repairs, and protects dry, irritated, and weakened skin. Clinically proven to help repair the skin's moisture barrier from first application. Contains over 90% ingredients of natural origin including squalane, panthenol, and oat extracts. 50ml.
• E45 Bumpy Skin Smoothing Cream Clinically proven to smooth dry and bumpy skin, improving skin texture in just 2 weeks. Formulated with Lactic Acid (AHA) that gently exfoliates rough patches while strengthening the skin barrier. Suitable for keratosis pilaris-prone skin. 100g.
• E45 Intensive Barrier Repair Cream Rich and deeply nourishing cream that repairs and protects the skin barrier, delivering instant and long-lasting hydration to very dry skin. Clinically proven to increase moisture levels by 35% after just one use. Contains ceramides and 3 essential skin-identical lipids. 50g.
• E45 HydroCell™ Smooth Body Lotion Silky body lotion that gently smooths rough, bumpy skin, powered by HydroCell™ technology that delivers 3x more hydration than hyaluronic acid alone. Contains BHA (Salicylic Acid) and PHA for gentle exfoliation. Absorbs in 30 seconds. 250ml.
• E45 HydroCell™ Glow Hydrating Body Serum Spray Ultra-lightweight body serum spray that brightens dull skin with HydroCell™ technology delivering 3x more hydration than hyaluronic acid alone. Enriched with Vitamin C and Niacinamide for a more even-looking skin tone. Absorbs in 30 seconds.
• E45 HydroCell™ Firm Hydrating Body Gel Cream Lightweight body gel cream that visibly firms and plumps the skin with HydroCell™ technology delivering 3x more hydration than hyaluronic acid alone. Formulated with Multi-Peptides to improve skin elasticity for firmer, smoother, and more supple-looking skin. Absorbs in 30 seconds. 200ml.
• E45 Sun Care Sensitive Lotion SPF 30 Hydrating body sun cream with high UVA/UVB protection for dry, sensitive skin. Developed with dermatologists, contains vitamin E, and is suitable for eczema-prone skin.
• E45 Sun Care Sensitive Lotion SPF 50+ Sun lotion with very high SPF 50+, UVA and UVB protection, developed with dermatologists for sensitive skin. Contains vitamin E. Sweat and water-resistant.
• E45 Sun Care Sensitive Spray SPF 30 Hydrating SPF spray with high UVA/UVB protection for dry, sensitive skin. Developed with dermatologists, contains vitamin E. Sweat and water-resistant with no white cast.
• E45 Sun Care Sensitive Spray SPF 50+ Hydrating SPF spray with very high SPF 50+, UVA/UVB protection for dry, sensitive, and eczema-prone skin. Developed with dermatologists, contains vitamin E and avocado oil. Sweat and water-resistant.
• E45 Sun Care Sensitive Face Cream SPF 50+ Hydrating sun cream with very high SPF 50+, UVA/UVB protection for dry, sensitive facial skin. Developed with dermatologists, contains hyaluronic acid for intense moisture with 24-hour moisturising effect. Non-greasy texture. 50ml at £12.99.
• E45 Sun Care Kids & Baby Sensitive Lotion SPF 50+ Gentle sun cream with very high SPF 50+, UVA/UVB protection for dry, sensitive skin of babies over six months and children. Developed with dermatologists, contains avocado oil to soothe and calm the skin.
• E45 Sun Care Kids & Baby Sensitive Spray SPF 50+ Nourishing sun spray with very high SPF 50+, UVA/UVB protection for dry, sensitive, and eczema-prone skin of babies over six months and children. Non-greasy, fast-absorbing, water-resistant, with no white cast. 180ml at £14.99.
• E45 Sun Care Sensitive After Sun Gel Hydrating after sun gel that instantly cools dry, sensitive skin, also suitable for eczema-prone skin. Contains vitamin B5 to help the skin retain moisture and reduce inflammation. Cools and calms skin in 60 seconds. 150ml at £12.99.
• E45 Junior Foaming Bath Milk Soft and creamy foam with a soothing milk to gently cleanse and moisturise children's skin. Soap-free, hypo-allergenic, perfume-free formula suitable for children from 12 months of age. 500ml at £5.99.
• E45 Emollient Bath Oil Provides gentle cleansing and intense moisturisation for very dry and sensitive skin. Clinically proven to soothe and moisturise sensitive and dry skin for 24 hours. Contains Cetyl Dimethicone to prevent water loss. 500ml at £9.39.
• E45 Emollient Shower Cream Fragrance-free body wash that provides gentle and effective cleansing for very dry, sensitive, and itchy skin. Contains emollient ingredients to actively moisturise the skin while showering. 200ml at £5.89.
• E45 Emollient Wash Cream Fragrance-free hand wash that provides gentle and effective cleansing for very dry, sensitive, and itchy skin. Preserves the skin's pH levels while moisturising. 250ml at £5.89.
• E45 Dry Scalp Shampoo Hydrating shampoo formulated to gently cleanse very dry, itchy, and flaky scalps. Contains Pro Vitamin B5 known for its ability to retain moisture. Suitable for everyday use on all hair types. 200ml at £6.49.
• E45 Dry Scalp Serum Non-sticky, leave-in formula that hydrates and protects irritated scalps. Formulated to help remove excess sebum, reduce dandruff, and soothe itchiness. Contains ACTISCALP™, betaine, glycerin, and squalene. 150ml.

Quantifiable outcome

• HydroCell™ technology delivers 3x more hydration than hyaluronic acid alone
• +11 more outcomes

Named customers19 records

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

18 partnerships are on record, tiered core.

• OcadocoreChannel Partner/ Reseller/ DistributorOcado is a major UK online supermarket and key retail partner for E45 products, providing e-commerce distribution channel to UK consumers.
• WaitrosecoreChannel Partner/ Reseller/ DistributorWaitrose is a premium UK supermarket chain serving as a retail distribution partner for E45 products.
• SuperdrugcoreChannel Partner/ Reseller/ DistributorSuperdrug is a UK health and beauty retail chain providing pharmacy and retail distribution for E45 products.
• SainsburyscoreChannel Partner/ Reseller/ DistributorSainsburys is a major UK supermarket chain and key retail partner for E45 product distribution.
• TescocoreChannel Partner/ Reseller/ DistributorTesco is the largest UK supermarket chain and significant retail distribution partner for E45 products.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon is a global e-commerce marketplace providing online retail distribution for E45 products across multiple markets.
• AsdacoreChannel Partner/ Reseller/ DistributorAsda is a major UK supermarket chain and retail distribution partner for E45 products.
• MorrisonscoreChannel Partner/ Reseller/ DistributorMorrisons is a UK supermarket chain providing retail distribution for E45 products.
• BootscoreChannel Partner/ Reseller/ DistributorBoots is the largest UK pharmacy chain and key retail partner for E45 products, particularly important for licensed medicinal products positioned in the pharmacy aisle.
• ClickscoreChannel Partner/ Reseller/ DistributorClicks is a South African health and beauty retailer and primary distribution partner for E45 products in South Africa.
• Dis-ChemcoreChannel Partner/ Reseller/ DistributorDis-Chem is a South African pharmacy chain and key retail partner for E45 products in South Africa.
• TakealotcoreChannel Partner/ Reseller/ DistributorTakealot is a South African e-commerce retailer and online distribution partner for E45 products.
• Adcock IngramcoreChannel Partner/ Reseller/ DistributorAdcock Ingram Limited is a South African pharmaceutical and healthcare company listed as the distributor/partner for E45 products in South Africa with operations since 1949.
• Beauty Hut AfricacoreChannel Partner/ Reseller/ DistributorBeauty Hut Africa is a Nigerian online retailer and primary e-commerce partner for E45 products in Nigeria.
• Ekulo InternationalcoreChannel Partner/ Reseller/ DistributorEkulo International is a Nigerian distribution partner for E45 products, listed with office address in Lagos, Nigeria.
• Chemist Warehouse AUcoreChannel Partner/ Reseller/ DistributorChemist Warehouse is a major Australian pharmacy chain and key retail partner for E45 products, available in both Australia and New Zealand.
• BloomscoreChannel Partner/ Reseller/ DistributorBlooms is an Australian pharmacy chain and retail partner for E45 products.
• PricelinecoreChannel Partner/ Reseller/ DistributorPriceline is an Australian health and beauty retailer and retail distribution partner for E45 products.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Aveeno: Kenvue-owned dermocosmetic brand centered on colloidal oatmeal and sensitive skin. Targets similar eczema-prone and dry-skin consumers with comparable emollient and body-wash products, often sitting on adjacent shelves in Boots and supermarkets.
• CeraVe: L'Oréal-owned dermocosmetic brand built around ceramides and barrier repair. Overlaps directly with E45 across hydration, eczema-prone skin, and facial care SKUs, and competes for the same pharmacy and supermarket shelf space in the UK.
• Cetaphil: Galderma-owned sensitive skin brand with cleanser, moisturizer, and baby SKUs. Direct overlap with E45's daily care, facial care, and junior/baby ranges; widely recommended by dermatologists and stocked in UK pharmacies.
• Eucerin: Beiersdorf-owned dermatological brand with strong positions in eczema, psoriasis, and atopic dermatitis. Eucerin Aquaphor and Eucerin AtopiControl are direct substitutes for E45's condition-specific specialty treatments.
• La Roche-Posay: L'Oréal-owned premium dermocosmetic brand with Lipikar and Cicaplast lines competing for sensitive, eczema-prone, and post-treatment skin. Targets the same healthcare professional endorsement model and pharmacy-led distribution.
• Bioderma: NAOS-owned French dermocosmetic brand with Atoderm sensitive-skin line and D.A.C. dermatitis franchise. Comparable product architecture and pharmacy distribution to E45, with growing UK presence.
• Oilatum: Stiefel/GSK-owned classic emollient and bath oil brand for eczema-prone skin. Long-standing UK pharmacy competitor overlapping with E45's Emollient Bath Oil, Shower Cream, and junior bathing range.
• Doublebase: Dermal Laboratories emollient brand positioned for dry, eczema-prone skin. Head-to-head competitor in UK pharmacy and GP-recommended channels, particularly against E45 Cream and E45 Lotion.
• Dermalex: Chefaro/EQB-owned skincare line specialized for eczema, psoriasis, and rosacea. Direct condition-specific competitor to E45's Eczema Relief, Psoriasis Relief, and Dermatitis Relief SKUs at the pharmacy premium tier.
• Cetraben: Genus Pharmaceuticals emollient brand widely prescribed for eczema and dry skin in the UK. Competes directly with E45 Cream and Lotion in pharmacy, GP recommendation, and NHS prescribing channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/E45UK/?locale=en_GB
• Instagraminstagram.com/e45_uk/?hl=en-gb

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about e45