I have tried every retinoid on the market including prescription Retin-A, every single one went in the trash because they irritated my sensitive skin. The Golden Rule is the only retinoid I have tried that is gentle, but extremely effective and does NOT irritate my skin. I love it so much, so thankful to Courtney and Nancy for developing this amazing and much needed product! This is what I have been waiting for and my skin just loves it! My skin is smoother, softer with much better texture. And it helps to keep that occasional break-out at bay. All these wonderful benefits without giving me that dry, peeling, flakey, unsightly skin that makes me look older. This products works beautifully and with no harsh dryness or irritation, I cannot be a bigger fan! LOVE, LOVE, LOVE!!