LMX 5% is what I have been using for several years now and it does wonders to take control pain. I'm not sure if a better formula exists OTC and it's equal to EMLA prescription. I get mine from Amazon.
My last electrologist used recticare on me, and it did nothing at all. I told her I was super sensitive to pain and so she let the stuff sink in for over 30 minutes and it still did nothing at all for me. I wasn't able to get past the first hair. Not her fault at all, I'm just that much of a wimp about pain.
I've always been able to get EMLA without a prescription, just over the counter. You have to ask the pharmacist directly though, and they hand it to you. Maybe the laws have changed since then, because that was years ago. Zensa cream is another option.
Emla is OTC in Canada. Numbskin is a higher dose of lidocane and less hassle to get in the USA. It is only more expensive than EMLA if one has a co-pay to purchase prescription EMLA while one would be paying full price for Numbskin. If one were to purchase both at full price, the Numbskin would cost less.