Topical lanolin is used to protect the nipples of breastfeeding women. Lanolin differs in color, flavor, and smell, depending on level of refinement. Five lanolin and three non‐lanolin nipple care products, along with two lanolin raw materials, underwent quantitative descriptive analysis by a trained, sensory panel (n = 8). Samples were assessed on appearance, aroma, flavor, mouthfeel, rub‐in and after‐feel characteristics. A two factor ANOVA and Tukey Kramer Honest Significant Difference (HSD) multiple comparison tests were used to identify differences between samples (5%, p = .05). None of the samples had an aroma. A highly purified anhydrous lanolin was rated the palest (score: 2) on an in‐house color chart (scale: 1–66). No difference was noted for flavor and mouthfeel characteristics, moisturization or smoothness of skin. Differences were noted for neat (sample before application) and rub‐in attributes, slipperiness, and skin residue. The sensory profile of lanolin differs depending on refinement processes and differs to non‐lanolin alternatives. Practical applications Nipple creams should be pleasant to use, neutral in smell and flavor and non‐slippery in texture to prevent interference with breastfeeding. The sensory data presented here indicates that all the lanolin products included in this study met these criteria, however, the ultra‐refined, highly purified lanolin was lightest in color, significantly less sticky, the least greasy and the most spreadable compared to other topical lanolin nipple care products evaluated. This data also suggests that the sensory attributes of non‐lanolin nipple creams differ to lanolin which may influence indications for product use.