A pharmacy-trained review of the baby eczema creams, emollients, and treatments available in the UK — which are backed by clinical evidence, which are overpriced marketing, and what NHS prescribes for free.
Baby eczema is one of the most common reasons parents visit their GP in the first year of life. It is also one of the most mismanaged — not because GPs are not giving good advice, but because the advice is not being followed consistently. The management of baby eczema is simple. The consistency is the hard part.
Eczema is a chronic inflammatory skin condition characterised by a defective skin barrier. The skin cannot retain moisture effectively and is more susceptible to irritants and allergens. In babies, it typically first appears on the cheeks and scalp, spreading to the body in more severe cases.
Eczema is not caused by poor hygiene. It is not contagious. It is not cured by any product — it is managed. For many children it improves significantly by school age, but management during infancy is important for comfort and to prevent secondary infections.
Daily emollient application is the cornerstone of eczema management. Apply at least twice daily — more during flares. Apply immediately after bathing while the skin is still slightly damp to lock in moisture.
Apply in the direction of hair growth. Do not rub in a circular motion — this can cause folliculitis. Use enough — a baby with moderate-to-severe eczema may need 250–500g of emollient per week.
Use emollient as a soap substitute for bathing. Avoid bubble baths, fragranced washes, and anything containing SLS.
When eczema flares, mild topical corticosteroids (such as 1% hydrocortisone) are safe and effective when used correctly as directed by your GP. Apply once daily to the affected areas only during a flare. Stop when the flare resolves.
Steroid phobia is common and understandable — but unfounded when steroids are used as directed. Untreated eczema that disrupts sleep, causes constant scratching, and leads to secondary infections is more harmful than a correctly used mild steroid applied for a few days.
Fragranced products of any kind. Wool and synthetic fabrics next to the skin — cotton is best. Overheating — sweat is a trigger. Biological washing powder. Excessive bathing without emollient application immediately after. “Natural” products marketed as alternatives to prescribed treatment — many contain botanical ingredients that are potent allergens.
NHS Eczema treatment · NICE CG57 Atopic eczema in children · British Association of Dermatology (BAD) · Reviewed April 2026.