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Face Hydrating Serum

Face Hydrating Serum

Product Description

Product overview

Made in Various INTERNATIONAL

A lightweight, clinically proven hydrating serum that delivers 48-hour moisture with a triple complex of hyaluronic acid, microalgae, and sea water. Specially formulated for dry, sensitive, and eczema-prone skin.

Dermatologically Tested Fragrance-Free Vegan Eczema-Suitable Oil-Free Non-Comedogenic Paraben-Free 70+ Years Trusted Brand
Pregnancy
Yes
Fungal Acne
Yes
Comedogenic
0/5
Volume
30ml
Hydration
48 Hours
Hydration Boost
55% More
Ingredients
13 Total
Brand Est.
Since 1952
Real reviews · YouTube Shorts
Why it's different

Triple Moisturisation Complex

Clinically proven blend of hyaluronic acid, microalgae extract, and sea water for multi-level hydration.

01

Texture & feel

SENSORY
Consistency
Lightweight Gel
Scent
Fragrance-Free
Absorption
Quick (30 sec)
Finish
Dewy, Hydrated

Triple Moisturisation Complex

Clinically proven blend of hyaluronic acid, microalgae extract, and sea water for multi-level hydration.

Barrier Restoration

Helps strengthen and restore the skin's natural protective barrier while locking in moisture for 48 hours.

Chlorella Microalgae

Antioxidant-rich green microalgae protects skin from environmental stressors and prevents moisture loss.

Anti-Aging Benefits

Visibly reduces signs of aging by plumping fine lines and improving skin elasticity through deep hydration.

02

Safety & compatibility

SAFE
Pregnancy & Breastfeeding Safe

Contains no retinoids, salicylic acid, or harmful ingredients. Hyaluronic acid is naturally occurring and safe for topical use during pregnancy.

Fungal Acne (Malassezia) Safe

Oil-free formula without fatty acids, esters, or fermented ingredients that feed malassezia yeast.

Sensitive Skin Approved

Dermatologically tested on dry, sensitive, and eczema-prone skin. Fragrance-free and hypoallergenic.

Non-Comedogenic

Lightweight, oil-free formula with a 0/5 comedogenic rating. Won't clog pores or cause breakouts.

03

Ingredient breakdown

INGREDIENTS

Sodium HyaluronateProven

The sodium salt form of hyaluronic acid, known for its ability to hold up to 1000x its weight in water. Provides intense, multi-depth hydration to plump and smooth skin.

  • Function: Humectant that draws water into skin layers
  • Benefit: Immediate plumping effect and long-term hydration
  • Studies: Extensively researched for skin barrier improvement
Safe for all skin types including sensitive, eczema-prone, and acne-prone skin.

Sea WaterProven

Mineral-rich purified sea water containing naturally occurring trace elements like zinc, copper, and magnesium that help skin retain moisture.

  • Function: Humectant and mineral source
  • Benefit: Helps skin lock in and retain moisture
  • Source: Purified from natural ocean sources

Chlorella Vulgaris ExtractPromising

A green microalgae extract rich in antioxidants, vitamins, and chlorophyll. Helps protect skin from environmental damage and supports collagen production.

  • Function: Antioxidant and protective agent
  • Benefit: Prevents moisture loss and fights free radicals
  • Research: Studies suggest it may help rebuild collagen and elastin

Hydrolyzed AlginProven

Derived from brown seaweed/algae, this ingredient forms a protective film on skin to prevent transepidermal water loss while allowing skin to breathe.

  • Function: Film-forming protective agent
  • Benefit: Shields skin from drying out
  • Source: Naturally derived from marine algae

Glycerin ~2%Proven

A classic humectant found naturally in skin. Research shows glycerin may be even more effective than hyaluronic acid for surface hydration.

  • Function: Humectant and skin-identical ingredient
  • Irritancy: 0 |Comedogenicity: 0
  • Studies: 2016 research showed superior hydrating ability vs AHAs and HA

13 ingredients

Aqua, Propanediol, Butylene Glycol, Sodium Hyaluronate, Hydrolyzed Algin, Sea Water, Chlorella Vulgaris Extract, Glycerin, Carbomer, Sodium Hydroxide, Tetrasodium Glutamate Diacetate, Phenoxyethanol, Hydroxyacetophenone

FREE FROM: Fragrance, Parabens, Silicones, Sulfates, Mineral Oil, Essential Oils, Alcohol, Retinoids, AHAs/BHAs, Artificial Colors, Lanolin, PEGs
04

Where it fits in your routine

ROUTINE
1
Cleanser
2
Toner
3
This Serum
4
Treatment
5
Moisturizer
6
Sunscreen (AM)

Apply after cleansing on slightly damp skin for best absorption. Follow with moisturizer to seal in hydration. Use twice daily (AM & PM).

05

How to use

HOW TO USE
1

Cleanse Your Face

Start with clean, freshly washed skin. The E45 Foaming Face Wash pairs perfectly for dry and sensitive skin.

2

Apply 1-2 Drops

Dispense one or two drops onto your fingertips. A little goes a long way with this concentrated formula.

3

Gently Massage

Apply to face and neck using gentle upward motions. The lightweight gel absorbs quickly without sticky residue.

4

Follow with Moisturizer

Lock in hydration with E45 Face Moisturiser (AM) or E45 Face Night Cream (PM). Add SPF in the morning.

06

Who is it for?

WHO

Perfect for you if:

  • You have dry, dehydrated, or tight-feeling skin
  • You struggle with eczema or sensitive skin conditions
  • You want a simple, minimal ingredient formula
  • You prefer fragrance-free skincare products
  • You're pregnant or breastfeeding and need safe hydration
  • You experience fungal acne and need FA-safe products
  • You want pharmacy-grade skincare at an affordable price

Consider alternatives if:

  • You prefer thick, creamy serum textures
  • You want additional active ingredients (vitamin C, niacinamide)
  • You need intense anti-aging treatments
  • You prefer luxury/prestige skincare experience
  • You want a serum with exfoliating properties
07

Skin type compatibility

SKIN TYPES
Dry Skin
Excellent

Specifically formulated for dry skin. The triple hydration complex delivers 48-hour moisture and helps restore the skin barrier.

Sensitive Skin
Excellent

Dermatologically tested on sensitive skin. Fragrance-free, minimal ingredients, and suitable for eczema-prone skin.

Combination Skin
Good

Lightweight gel absorbs quickly without adding oiliness. Hydrates dry areas without overloading T-zone.

Oily Skin
Good

Oil-free formula that won't add shine. Even oily skin needs hydration – this serum provides it without greasiness.

Acne-Prone Skin
Excellent

Non-comedogenic (0/5) and fungal acne safe. Won't clog pores or cause breakouts. Great for hydrating while treating acne.

08

Results timeline

8+ WEEKS
Immediately

Instant Hydration Boost

Skin feels immediately plumper and more hydrated. The lightweight gel absorbs within 30 seconds leaving no sticky residue.

55% more hydrated after 1 application
1-2 Weeks

Improved Skin Texture

Skin feels consistently smoother and softer. Tight, uncomfortable dryness is reduced. Fine dehydration lines appear less visible.

85% noticed softer skin
4-6 Weeks

Barrier Strengthening

Skin's natural barrier is reinforced. Reduced sensitivity and redness. Makeup applies more smoothly. Eczema flare-ups may be less frequent.

78% reported healthier-looking skin
8+ Weeks

Visible Anti-Aging Benefits

With consistent twice-daily use, fine lines appear plumper. Skin looks more radiant and youthful. Improved overall skin health.

70% noticed reduced fine lines
09

Ratings by platform

585+ REVIEWS
Amazon UK
4.5
Rating
400+
Reviews
Main complaint: Some find 30ml bottle small for the price, slight sticky feeling initially
Boots UK
4.6
Rating
55+
Reviews
Main complaint: Occasionally out of stock in stores
Superdrug
4.4
Rating
30+
Reviews
Main complaint: Would prefer larger size option available
E45 Website
4.7
Rating
100+
Reviews
Main complaint: Wish it came in a travel-friendly mini size
10

Pros & cons

BALANCED

Praised

  • Lightweight, fast-absorbing gel texture
  • Fragrance-free and suitable for sensitive skin
  • Clinically proven 48-hour hydration
  • Trusted pharmacy brand with 70+ year heritage
  • Affordable compared to luxury HA serums
  • Minimal, clean ingredient list (only 13)
  • Works beautifully under makeup
  • Helps with eczema and redness
  • Vegan and cruelty-free

Criticized

  • 30ml bottle feels small for the price
  • Slight initial stickiness before absorbing
  • No added active ingredients (vitamin C, etc.)
  • Simple formula may not satisfy skincare enthusiasts
  • Dropper/pump can be fiddly
  • Not widely available outside UK
11

Budget-friendly alternatives (dupes)

DUPES
90% Match
Hyaluronic Acid 2% + B5 Serum
£8.90
Budget Pick

Similar hydrating focus with multiple HA weights plus vitamin B5. More complex formula with 23 ingredients. Equally affordable and effective for basic hydration.

85% Match
Booster Serum 3% Hyaluronic Acid and B5
£6.65
Budget Pick

Another UK drugstore option with similar minimal philosophy. Higher HA concentration at 3%. Also fragrance-free and suitable for sensitive skin.

75% Match
Hyaluronic Acid Serum
£10.00
Similar

Contains ceramides for added barrier support. More viscous texture. Also fragrance-free and non-comedogenic. Better for very dry skin needing barrier repair.

70% Match
Minéral 89 Hyaluronic Acid Booster
£25.00

French pharmacy alternative with volcanic mineral water. More premium texture and experience. Contains 89% mineralizing water plus HA for hydration.

12

Comparison with competitors

SIDE-BY-SIDE
Hyaluronic Acid 2% + B5 Serum
Key Ingredients 4 Types HA + Vitamin B5
Size 30ml
Price per ml £0.30/ml
Fragrance-Free Yes
Fungal Acne Safe No (Polysorbate)
Ingredient Count 23
Minéral 89 Hyaluronic Acid Booster
Key Ingredients 89% Volcanic Water + HA
Size 50ml
Price per ml £0.50/ml
Fragrance-Free Yes
Fungal Acne Safe Yes
Ingredient Count 11
Hydro Boost Hydrating Serum
Key Ingredients HA + Glycerin + Minerals
Size 29ml
Price per ml £0.45/ml
Fragrance-Free No (Contains Parfum)
Fungal Acne Safe Yes
Ingredient Count 30+
13

Storage & shelf life

12 MONTHS
Period After Opening (PAO)

12 months after opening. Check the PAO symbol on packaging for exact date.

Storage

Store at room temperature in a cool, dry place away from direct sunlight. No refrigeration needed.

Packaging

Glass bottle with dropper/pump dispenser. Bottle and box are recyclable; pump may not be recyclable.

Travel Friendly

Yes, 30ml is under the 100ml carry-on liquid limit. Perfect for travel skincare routines.

13

Frequently asked questions

FAQ

Yes, E45 Face Hydrating Serum is completely safe during pregnancy and breastfeeding. It contains no retinoids, salicylic acid, hydroquinone, or other ingredients that are restricted during pregnancy. Hyaluronic acid is a naturally occurring substance in the body, and when applied topically, it does not significantly enter the bloodstream. All ingredients have been dermatologically tested and are considered safe for expectant and nursing mothers.

Yes, E45 Face Hydrating Serum is fungal acne safe. The formula is oil-free and does not contain fatty acids, esters, fermented ingredients, or polysorbates that can feed malassezia yeast. Ingredients like hyaluronic acid, glycerin, and the algae extracts are all safe for those dealing with fungal acne or pityrosporum folliculitis. This has been verified by multiple ingredient analysis databases.

Yes, E45 Face Hydrating Serum pairs well with most active ingredients. Hyaluronic acid is hydrating and non-irritating, making it an excellent partner for potentially irritating actives like retinol or acids. For best results: apply this serum first to hydrate skin, then follow with your actives. When using with vitamin C, apply the serum on slightly damp skin, let absorb, then apply vitamin C. For retinol or acids, the serum helps buffer potential dryness and irritation.

E45 Face Hydrating Serum is specifically formulated for dry and sensitive skin, but works well for all skin types. It's especially beneficial for: dry or dehydrated skin needing intense moisture, sensitive or eczema-prone skin requiring gentle formulas, combination skin that needs hydration without oiliness, and acne-prone skin that's been stripped by treatments. The lightweight, oil-free formula makes it suitable even for oily skin types.

You'll notice immediate results – skin feels 55% more hydrated after just one application. Within 1-2 weeks of consistent twice-daily use, skin texture improves noticeably with reduced tightness and flakiness. After 4-6 weeks, the skin barrier is strengthened, reducing sensitivity. For visible anti-aging benefits like plumped fine lines, expect to see results after 8+ weeks of regular use.

Apply E45 Face Hydrating Serum after cleansing and toning, but before heavier treatments and moisturizer. The order is: cleanser → toner (optional) → E45 serum → treatment serums → moisturizer → sunscreen (AM only). For best absorption, apply to slightly damp skin. The serum should always go before oils and creams as it's water-based and needs to penetrate skin first.

No, E45 Face Hydrating Serum will not clog pores. It has a comedogenic rating of 0/5, meaning it's completely non-comedogenic. The formula is oil-free and contains no pore-clogging ingredients. All ingredients have been tested and are suitable for acne-prone skin. The lightweight gel texture absorbs quickly without leaving any residue that could block pores.

E45 Face Hydrating Serum has a 12-month PAO (Period After Opening). Once opened, use within 12 months for best results. Store at room temperature away from direct sunlight. The 30ml bottle typically lasts 2-3 months with twice-daily use (1-2 drops per application). Look for the open jar symbol on the packaging for the exact PAO date.

— Skincarisma verdict
4.5 / 5 ★★★★★

Verdict: E45 Face Hydrating Serum delivers on its promises of intense, long-lasting hydration in a simple, sensitive-skin-friendly formula. With 70+ years of pharmacy heritage behind it, this serum offers clinically proven results at an accessible price point. The minimal 13-ingredient formula makes it perfect for those who prefer clean, no-fuss skincare. While it won't replace active-focused serums for anti-aging or brightening, it excels at its core job: deeply hydrating dry, sensitive, and eczema-prone skin without irritation. A solid choice for anyone seeking reliable British pharmacy skincare.

Product Overview

question
lightbulb What are Quick Product Notes?

Quick product notes are a great way to check if a product is free from commonly avoided ingredients by skincare enthusiasts. These preferences come about for different reasons depending on the ingredient such as personal experiences, sensitivities, health preferences & etc.

muscle Pro Tip Alert!

Just because a product is not free from a common preference does not mean it's a bad product! You can make a personal decision whether or not you want to use a product that contains these ingredients or not - click the labels of the preference to read more about them.

Awesome, I Understand!

Quick Product Notes

Click on icons for more information
question
lightbulb What are Notable Effects & Ingredients?

Ever used a product that promised a certain effect but provided no results? It might not have contained any notable ingredients that could have been responsible for that promised effect. It doesn't matter what the marketing or packaging «promises» it can do, if it doesn't contain anything that can help - then the likelihood of it helping is low.

We help you identify key notable ingredients that have been shown to help with effects such as acne-fighting, brightening, UV-protection, wound healing & anti-aging to help you achieve your skincare goals smarter. Please note that different notable ingredients have varying levels of research behind them, some are extremely well proven yet some have mixed research in their efficacy.

muscle Pro Tip Alert!

Just because a product doesn't contain any notable ingredients doesn't mean it's bad. And a product with notable ingredients (or even many) doesn't necessarily guarantee the efficacy of the product performing these effects either. There are other factors such as ingredient quality, concentration and formulation that will ultimately determine this.

Be smart and use this as just a starting point for you to make more informed and smarter choices and compare it with reviews to see if the product is right for you

Awesome, I Understand!

Notable Effects & Ingredients

brightening Brightening from 1 ingredient(s):
Glycerin
wound Promotes Wound Healing from 2 ingredient(s):
Sodium Hyaluronate Glycerin
question
lightbulb What are Ingredients Related to Skin Type?

Why are some products great for some people and horrible for others? Well everyone has different skin types and different reactions to the same ingredients.

We've identified a range of ingredients that are commonly regarded as potentially good or bad for those with Dry, Oily/Acne-Prone or Sensitive skin.

muscle Pro Tip Alert!

A product that contains good or bad ingredients for your skin type doesn't always flat out make the entire product good or bad for your skin. There are other factors such as ingredient quality, concentration and formulation that will ultimately determine your skins reaction.

One of the best ways to use this section is to troubleshoot products you've had bad experiences with in the past. Check if it contains any of the marked ingredients to point out suspect ingredients to avoid in the future!

Awesome, I Understand!

Ingredients Related to Skin Types

Click on icons for more information
dry-skin Dry Skin
3
oily-skin Oily/Acne-Prone Skin
sensitive-skin Sensitive Skin
question
lightbulb What is the Ingredient Safety Breakdown?

Ingredient Safety Breakdown refers to the percentage % of ingredients in different risk categories as classified by EWG (Environment Working Group) if they are available. There are almost endless cosmetic ingredients and they are one of the few organisations globally that have assigned ratings to a lot of the more commonly used ingredients which is why we reference them.

muscle Pro Tip Alert!

EWG is seen by many to be more on the alarmist side in their assignment of health ratings resulting in rating ingredients as riskier than they actually are. We recommend using this a reference point rather than a strict guide of ingredient safety and to always do further research if into ingredients that you may find suspect.

Awesome, I Understand!

Ingredient Safety Breakdown

EWG Health Ratings
Low risk
Medium risk
High risk
Unknown risk
53% 15% 30%

Product ingredient list

Showing first 5 of 13 ingredients
EWG CIR Ingredient Name & Cosmetic Functions Notes
1 Unknown
Water
Solvent, Skin Conditioning
1 Unknown
Propanediol
Solvent, Viscosity Controlling, Viscosity Decreasing Agent
1 A
Butylene Glycol
Solvent, Skin Conditioning, Masking, Fragrance, Humectant, Viscosity Controlling, Viscositydecreasing Agent
Hydrating
1 A
Sodium Hyaluronate
Skin Conditioning, Humectant
Promotes Wound Healing
Hydrating
0 Unknown
Hydrolyzed Algin
VIEW ALL INGREDIENTS