We'll happily take being called an "85p-a-day ketchup cream" if it means helping more people like our incredible customer, Dan.
We first connected with Dan on Instagram after he shared his raw, honest journey with Topical Steroid Withdrawal (TSW). Since then, he's been using our Healthy Hydrating Moisturiser and keeping us updated on his progress and the results have been nothing short of incredible.
Today, we're SO proud to see his story featured in The Sun, shining a much-needed light on how our moisturiser has supported his skin through one of the toughest skin conditions out there.
If you, or someone you love, is navigating eczema or TSW - this one's for you.
If you haven't read it yet, Dan's story is incredible and worth your time →
The short version? Dan is a 33-year-old dad from Worthing who has battled severe eczema and Topical Steroid Withdrawal (TSW) for most of his life. He's tried everything. And our Healthy Hydrating Moisturiser is one of the only things that hasn't stung, hasn't flared his skin, and has helped him feel comfortable enough to leave the house and hug his daughter.
We're so proud to be a small part of his journey. But there's one thing we want to set straight.
It's not really about the ketchup. The Sun affectionately called us "the 85p-a-day ketchup cream" - which, fair enough, makes a great headline (and we'll happily take it).
But the real magic in our Healthy Hydrating Moisturiser - the ingredient doing the heavy lifting for sensitive, eczema-prone, reactive skin - isn't the tomatoes. It's the oats. 🌾
Let us explain…
Why fermented oats are an absolute game-changer for skin
Oats have been used to soothe sensitive skin for centuries. Your grandmother probably knew about oat baths long before any beauty brand caught on. There's a reason colloidal oatmeal is in so many eczema creams.
But we took it further with our moisturiser.
We rescue Italian oat by products, including the often-overlooked oat stalks from the breakfast food industry. Stuff that was destined for the bin. Instead, we put them through a hyper-fermentation process and this is where the magic happens. The fermentation unlocks up to 5x the amino acids than standard oats, plus a powerful complex of postbiotics.
Translation? It creates a supercharged, microbiome-balancing, inflammation-soothing skin saviour ingredient that goes straight into our moisturiser, where it gets to work calming inflammation, balancing your microbiome, soothing irritation and locking in hydration.
The result? Skin feels calm, restored and ridiculously soft. Especially if you're sensitive or eczema-prone. In short, we took an ingredient that already works, and made it work much harder.
Our Healthy Hydrating Moisturiser that is 99.57% natural, vegan and dermatologically tested for sensitive and eczema-prone skin, that is also free from parabens, SLS, lanolin, synthetic fragrance, or anything that's going to upset reactive skin.
Shop our Healthy Hydrating Moisturiser 👇
Why this matters for eczema, sensitive skin and TSW
Eczema-prone skin is reactive skin. It often has a compromised skin barrier and an out-of-balance microbiome (the community of friendly bacteria that lives on your skin and keeps it healthy).
The traditional approach is to suppress the symptoms with steroids. As Dan's story shows, that road can lead somewhere difficult.
That's exactly what fermented oats are designed to do:
- 🌾 Balance your skin's microbiota - the foundation of healthy, calm skin
- 🌾 Soothe inflammation - calming reactive, angry, irritated skin
- 🌾 Strengthen the skin barrier - preventing dryness, cracking and flare triggers
- 🌾 Reduce itching - bringing genuine, lasting comfort
It's gentle enough for the most sensitive skin, but powerful enough to do something. (Which is, frankly, a rare combination.)
So, what is actually Topical Steroid Withdrawal?
Topical Steroid Withdrawal (TSW), sometimes called Red Skin Syndrome, is what can happen when someone stops using the topical steroid creams they've often been prescribed for eczema. The symptoms can be brutal: burning, oozing, flaking, relentless itching and intense redness and it can last months, even years.
The frustrating thing? TSW is still wildly under-recognised, even by some medical professionals. Which is exactly why stories like Dan's matter. The more we talk about it, the more support there is for the (silent, itchy, exhausted) army of people going through it.
For context: eczema affects around 1 in 5 children and 1 in 10 adults in the UK. That's a lot of sensitive, struggling skin. And a lot of people searching for products and a moisturiser that's actually gentle enough to help.
If Dan's story has resonated with you - please share it. The more we talk about TSW, the more people get the support they need.
We also wanted to share a few resources:
- National Eczema Society https://www.eczema.org.uk/
- ITSAN (International Topical Steroid Awareness Network) https://www.itsan.org/
· British Skin Foundation https://www.britishskinfoundation.org.uk/
· Eczema Care Online https://www.eczemacareonline.org.uk/en?language_set=1
As Dan said himself: "Find someone you can talk to about it."
Thank you Dan for being incredibly brave by sharing your story and for trusting us with your skin.
A gentle but important note: We're not claiming our moisturiser is a cure for eczema. There's no such thing and anyone telling you otherwise isn't being straight with you. Eczema is complex, deeply personal and triggered by all sorts of different things. What works for Dan won't work for everyone, and we'd never pretend otherwise. What we can say is that our Healthy Hydrating Moisturiser is dermatologically tested for sensitive and eczema-prone skin specifically formulated to support your skin barrier and we're so glad it's bringing comfort to people like Dan and so many of our customers. If you're managing eczema or TSW, please always speak to your GP or dermatologist about what's right for you.
