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Ethical brand ratings and accreditation since 2001

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Good shopping guide ethical accreditation tick

E45

Is E45 ethical?

E45, a skincare owned by Karo Pharma AB, is one of The Good Shopping Guide’s well-rated ethical brands. E45 specialises in skincare for mild-moderate skin conditions such as eczema, as it is an emollient, trapping moisture and healing and sotening the skin. The brand receives a Good Shopping Guide score of 73 in our Ethical Skincare Ratings Table and therefore passes our ethical benchmark as a good ethical brand.

Karo Pharma AB acquired E45 from Reckitt in 2022.

We encourage other companies in the Skincare sector to follow E45’s example and adopt more ethical policies and practices.

Is E45 ethical?

E45 performs well across most categories of our research, receiving good scores in our research categories for the Environment, Animals, and People.

E45’s key achievements include its Environmental Report. On its website, Karo Pharma includes a number of sustainability and environmental policies, such as a Diversity & Inclusion Policy, Supplier Code of Conduct, Modern Slavery Policy and others. Karo Pharma’s Environmental policies outline targets for carbon emissions, packaging, and transportation, though these targets could do with some further detail.

Is E45 vegan?

To achieve our Ethical Accreditation Award E45 could push for Organic products, and develop and publish an Animal Welfare policy. Vegan customers should also be aware that E45 contains lanolin to heal and soften the skin, however, lanolin is collected from the skin and wool of sheep.

To find out more about E45, see the brand’s website.

Ethical performance in category

0

GSG score

73
70

GSG category benchmark

100

Ethical Rating

Environment

  • Environmental Report

    Good

  • Genetic Modification

    Good

  • Organic

    Poor

  • Nuclear Power

    Good

Animal

  • Animal Welfare

    Acceptable

  • Vegetarian/Vegan

    Poor

People

  • Armaments

    Good

  • Irresponsible Marketing

    Good

  • Political Donations

    Good

Other

  • Ethical Accreditation

    Acceptable

  • Public Record Criticisms

    Good

= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating