Itchy, sore and irritated skin is frustrating at best. And, unfortunately, as tempting as it might be, scratching can make it worse, even causing the skin to break and even bleed.The solution? The NHS recommends regularly applying an unperfumed moisturiser, or emollient, to help relieve symptoms.But walk into any pharmacy and you're faced with a bewildering array of creams, gels and ointments – from antihistamines and steroids to calamine, aloe vera and antifungals.And they're not interchangeable. What works for one type of itch may do nothing for another – or could even make it worse.The key is knowing what's causing the itch and choosing the right treatment for the job.Persistent itching without a visible rash should be assessed by your GP, as it can sometimes be a sign of something more serious, such as type 2 diabetes or liver disease.But most itches have a much simpler explanation.So which High Street remedies really work – and which should you use for everything from eczema and sunburn to insect bites and fungal infections? We asked the experts… Itchy, sore and irritated skin is frustrating at best. And, unfortunately, as tempting as it might be, scratching can make it worse, even causing the skin to break and even bleed Dry, itchy skin? You need an emollientTry: Epaderm Deep Hydration 3-in-1 Ointment for Dry Skin 500g, £12.55, BootsEveryday dry skin is one of the most common causes of itching.'It can happen when the skin loses moisture, leaving it feeling tight, flaky or irritated,' says Rachel.'Changes in temperature, central heating, hot showers and using harsh soaps can all strip moisture from the skin and make itching worse.'Rachel recommends fragrance-free moisturising treatments known as emollients, which can help by creating a protective layer over the skin and trapping moisture.Apply these as often as needed throughout the day, especially after showering.'If your skin is regularly dry and itchy, try to avoid heavily fragranced products and very hot showers, which can cause further irritation,' adds Rachel.Cocoa butter and colloidal oatmeal are ingredients often found in emollients which can help reduce moisture loss further.Aloe vera cooling gels or calamine cream for itchy sunburnTry: Care Aqueous Calamine Cream 100g, £4.39, Holland & Barrett, or Bondi Sands Aloe Vera Aftersun Gel 200ml, £9.99, BootsA huge 49 percent of Brits suffer from at least one case of sunburn every year, according to charity Melanoma Focus. Whether it's burn from holiday, at home or a sunbed, it can lead to inflamed, itchy skin. Not to mention the dry, flaky skin that follows as your burn starts to heal, which causes more itching.'UV damage triggers inflammation as the skin repairs itself, causing itching,' explains Dr Catharine Denning, founder and medical director of Marylebone Skin.'Aloe vera or soothing emollient creams cool and rehydrate damaged skin. Calamine can also help soothe irritated, sunburnt skin, although it won't reverse damage caused by UV rays.'Use hydrocortisone for eczema itch... but only short termTry: HC45 Hydrocortisone Cream 15g, £6.37, Lloyds PharmacyEczema affects around 1.5 million people in the UK, causing dry, red and itchy skin often in skin creases such as the elbows, knees and neck. When an eczema flare-up kicks in, it's impossible to ignore, but Rachel warns that scratching can further damage the skin barrier, the outermost layer of your skin.While a fragrance-free emollient can help to keep your skin moisturised, Rachel says 'topical corticosteroids may be recommended to some people during flare-ups to help reduce inflammation, redness and itching.'Often known as steroids, corticosteroids are anti-inflammatory, so they calm the inflammation that's causing the redness and itching.'The right treatment will depend on your symptoms and severity, so it's important to seek professional advice if you're unsure,' says Rachel.However, hydrocortisone should only be used for short periods. The NHS advises not using it for more than seven days unless a doctor or pharmacist tells you to, as prolonged or excessive use can cause side effects including thinning of the skin. Itchy rash around the mouth? You need zinc oxideTry: Avène cicalfate and restorative protective cream 40ml, £7.87, Boots'Perioral dermatitis usually appears as an inflamed, bumpy rash around the mouth and can sometimes feel itchy, dry or irritated,' says Rachel. It's most common in women aged 15 to 45.It's easy to assume that an itchy facial rash might be acne or even eczema, but if you're unsure, check with your pharmacist or GP as treatments for eczema and dermatitis do differ.Unlike eczema or psoriasis, steroid creams should not be used for perioral dermatitis, as it can make the itchiness and rash far worse. Heavy face creams and thick sunscreens can also make perioral dermatitis worse. To ease symptoms, Dr Denning recommends zinc oxide creams.'Zinc oxide forms a physical, occlusive layer over the skin, to trap moisture and shield damaged or inflamed skin from irritants. It's also been shown to help calm irritated skin without the potency of steroids and without the associated risks of thinning skin.'It's also well tolerated for prolonged or repeated use.'Prescription creams also help treat perioral dermatitis. A cream with 0.75 to 1 percent metronidazole, an antibiotic and antiprotozoal medication, can help to reduce inflammation and reduce the redness and itching. Consult your GP who may be able to prescribe, based on the severity of your dermatitis.Antihistamines for allergic reactions, hives and bitesTry: Boots Insect Bite & Sting Treatment 1% Cream 10g, £3.89, Boots, or Superdrug Fexofenadine Hydrochloride 120mg, 30 tablets, £8.99, SuperdrugInsect bites aren't just a problem on holidays and allergic reactions can occur throughout the year. Both can cause itchy skin and even hives, which are raised, itchy bumps on the skin.Rachel says: 'Allergies can also be behind itchy skin. When the body encounters something it perceives as an allergen, it can release histamine, which can cause symptoms including itchy skin and raised, itchy hives.'Antihistamines, such as cetirizine, loratadine or fexofenadine, work by blocking the effects of histamine and could help manage your allergy symptoms, including intense hitching.Insect bites can cause localised allergic reactions. A mild steroid cream can help to reduce swelling and itching, however if you have difficulty breathing or swelling of the mouth or tongue, call 999 for emergency medical help.Ease psoriasis with creams containing ceramidesTry: CeraVe Moisturising Cream Pot with Hyaluronic Acid & Ceramides 454g, £17.49, SuperdrugAround 1 in 50 people or 1.3 million people in the UK, have psoriasis, a chronic inflammatory disease where the immune system ends up causing skin cells to be produced too quickly.Symptoms of psoriasis include red, purple or brown patches of skin, plaques, blisters, stinging, and of course, intense itchiness. It's common on the elbows, face, hands, knees, feet and scalp.'It often runs in families and it can flare up with stress or infection,' adds Dr Denning.'Ceramides are fats that naturally occur in your skin and they make up about half of the outer layer of your skin. Psoriasis can alter the amount of ceramides in your skin, so a ceramide-based cream can help to repair the damaged outer skin barrier in psoriasis, helping to lock in moisture and reduce dryness and scaling.'For scaly, itchy patches you might need an antifungalTry: Canesten 1% Anti Fungal Cream 50g, £7.76, Lloyds PharmacyFungal skin infections such as athlete's foot typically, which affects the skin between the toes or on the feet, or ringworm, which can appear elsewhere on the body, causing a red, scaly or ring-shaped rash, can cause a lot of itching.Rachel explains that the fungus causes local inflammation as it invades the skin.'Look for an antifungal cream, rather than a general anti-itch cream. These will kill the fungus or prevent it from growing. Common active ingredients include clotrimazole or terbinafine.'But, different rashes can look similar, so check with your pharmacist who will be able to advise on the best option.