I used the Medela Purelan ointment. Can apply then latch on immediately. Definitely helps to reduce the pain significantly. Of course, it also means that baby’s latch is not correct, so you may want to see a lactation consultation if you’re having difficulties. In general, baby’s lips should be around the areola, not just the nipple. Try to push more of the areola into baby’s mouth during feeding. A correct latch shouldn’t be painful at all:)
My nipples were sore due to my breasts being engorged. Only did warm compress and got baby to latch as often possible. Quite painful but just have to endure it a bit. Soreness went away within a few hours.
Jeaniuz