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Eczema is atopic dermatitis that inflicts inflammatory rashes onto its victims, sometimes lasting weeks at a time. In the absence of a cure, many parents struggle to alleviate their newborn’s symptoms. One parent has spoken of her plight and shared the formula that finally brought respite to her three-month-old son.

Eczema, commonly referred to as the “itch that rashes”, often causes a debilitating itch that leads to further irritation.

Because the skin dries out rapidly during a flare-up, many treatments target dehydration in order to relieve discomfort.

The treatment of severe cases remains a medical hurdle, however, as many medicines fail to address the underlying causes of the condition.

Phototherapy, wet wraps and immunosuppressant drugs are all used to treat extreme cases, but few of these are appropriate for younger sufferers.

Jack Ayles was just three months old when his eczema “appeared almost overnight”, causing an agonising rash.

His mum, Stacey, explained: “His skin went from baby soft to dry and rough.

“His dad and grandad suffered from eczema, so it runs in the family but Jack’s condition was far worse.

“He had it from head to toe and was constantly scratching himself. He’s very easygoing and cheerful, but eczema made him unhappy.”

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GP’s first believed Jack’s symptoms were diet-related, but substituting his regular dairy milk with oat and soya milk offered little relief.

What’s more, his symptoms continued to worsen, eventually warranting bandages from the neck down to protect his skin.

Stacey even recalls receiving negative comments from onlookers when bringing Jack to the supermarket on a bad skin day.

“He slipped his mittens off and scratched his forehead, smearing blood all over his little face,” explained Stacey.

“A woman saw us and said, ‘How can you bring your baby out looking that that?’ I was distraught.”

It wasn’t until Jack’s family attended a football match last June that the solution fell into Stacey’s lap.

She was putting food out for an event when she met Julia Vearncombe, the co-founder of Skin: Genius and one of the football team’s sponsors.

Stacey said: “She noticed it was a bad eczema day for Jack and told us her company was launching a new product called Cream Come True.

“She sent over a tub to try and within 20 minutes Jack’s ankles, which had been red raw, felt less dry and the redness was reduced. After that, we started using it across his whole body, up to four times a day.

“The cream just skins in, which is such as relief after all the sticky, greasy products we’ve tried and he can get dressed straight away.”

Over the following weeks, Jack’s brittle rashes started giving way to softer and supple skin.

“The way it soothes and heals Jack’s skin is simply brilliant,” noted Stacey.

Jack still experiences the occasional flare-up when the weather fluctuates, but the cream has never failed to relieve his symptoms.

Stacey added: “His eczema may always be a part of him but now if it comes back we know how to deal with it – before, we had nothing that seemed to help, it’s been amazing.”

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