I love this question, it's an important one. In my opinion, every woman over 28 should be using a Retinol, then eventually graduate to a Retinoid ("Retinoids" are by prescription & are pure Retinoic Acid. A "Retinol" is OTC, not as strong but eventually converts into Retinoic Acid in the skin). If you're just starting a skin care program, begin by purchasing your skin care products in the DRUGSTORE. If you're a skin care virgin, I always advise my clients to start out slow & economical. Brands like Olay, Neutrogena, ROC, L'Oreal (to name a few) have really good anti-aging programs containing Retinols. These companies have spent time & research into their product line and they work really well at getting your skin on the right track. Eventually, however, you'll want to graduate to more concentrated lines, but a drug store protocol is what I recommend you stay with until you've gotten into the groove with your day and night skin care regime.