sore cracked nipples!!! please help!

Milhu • 31yrs, DH 39... We have 2 girls, and working on our rainbow 🌈 baby.. Currently pregnant and praying this is it!!!
Just started breast-feeding about four days ago and have really sore nipples!! They even look really sore and almost peeling!! What should I do?? What worked for you??? It's still very painful when he first latches on but goes completely away 10 seconds after he latches on. With my nipples gain strength or will it always be like this????? What can I buy to put on them to help them heal???? I would hate to have to stop BF...