Granactive Retinoid is a new and improved variation of Retinol. It is a true direct acting Retinoid and does not need to convert in the skin to work. Tests at 2% (the level goPure uses it) have shown that it's dramatically less irritating than regular Retinol while delivering incredible anti-aging benefits very quickly and with less irritation than retinol. Studies have shown that at this level, this ingredient dramatically reduces the look of deep wrinkles, fine lines as well as age spots and discoloration. Granactive Retinoid is truly a miracle level invention in skin care today.