A wrinkle that never fully dries between cleanings is doing more damage than the mess sitting in it — trapped moisture is what actually causes sore, smelly skin underneath a fold, not the dirt itself.

This cream is built around modified corn starch, to absorb moisture and grease, alongside oat kernel flour and oil, grape seed oil and a long list of stabilising and conditioning agents. Bugalugs' method is to clean the wrinkle first — they sell a separate Wrinkle Wipe for that — then apply a large pea-sized amount, working it liberally into the skin itself rather than just the fur, and wipe away any excess. It's meant to be used as part of a daily routine. It's a 75g tub.

• Built around modified corn starch, to absorb moisture and grease
• Contains oat kernel flour and oil, and grape seed oil, among other ingredients
• Apply a large pea-sized amount, liberally, into the skin not just the fur
• Clean the wrinkle first (Bugalugs sell a Wrinkle Wipe for this)
• Suitable for daily routine use
• 75g tub

On which dogs need this. This is aimed squarely at breeds with skin folds, tear stains or tail pockets — it isn't a general-purpose cream, and Bugalugs give no schedule beyond 'can be used daily', so there's no fixed frequency to follow if your dog's skin looks fine without it.

Who it's for: owners of a wrinkly, flat-faced or folded-tail breed dealing with sore or smelly skin folds, tear stains or tail pockets, wanting a daily routine rather than a once-a-problem fix.