Wow, I wish I had known about this stuff! I used regular nipple creams, and the other standard stuff like airing out your nipples, applying breast milk, etc. Helps with the cracks, but omg, the pain! Don't believe people when they say breastfeeding shouldn't hurt. I've had three babies--we've had latch issues with two of them. Tongue tie with one of them--both of these babies were breastfed til age 2. So then when I had my third, and he had no latch issues, no tongue tie, nothing, I thought my nipples could handle it, and that I'd have smooth sailing. Wrong! It hurt just as badly. Seriously though, if someone were to suck on any part of your body 10x a day, it would hurt, at least somewhat.