Potent Retinol Serum (0.5%) is the perfect entry level Vitamin A. This Vitamin A complex offers visible cosmetic anti-aging benefits to dramatically reduce the appearance of fine lines and wrinkles, promote a firmer more elastic skin texture, even out skin tone and rebalance cells. Good to Know: Begin with use every second to third evening and slowly build use to every evening or every second evening. If skin starts to feel itchy, tight or a little sensitive, stop for a couple of nights and then resume application. Choosing your Retinol: If you’re new to Retinol, it’s been a while or you can’t remember what percentage of Retinol you’ve used previously start with a 0.5% strength; either Potent Retinol Serum or Retinoic Oil - the Oil is a better choice for dry or sensitive skin. Avoid products containing Salicylic Acid and Retinol during pregnancy and breast feeding.