Anything targeted at the PE sexual market they seem to add a load of £££ to a product that contains stuff available elsewhere.
Go to a chemist and get Emla cream which is what used to numb a site before an injection. Lloyds pharmacies sell it for around £5. It's a tiny tube but you only need a small dot of it.
It's the strongest lidocaine that you can buy over the counter without prescription.
Plenty of other things contain lidocaine (or similar) and are safe to use, e.g. Bonjela for mouth ulcers.