Name: Retinatural+ Advanced Super Serum
Brand: Counter
Price: 89.0 USD
Availability: InStock
Rating: 4.8 (325 reviews)

Bestseller

Countertime Retinatural+ Advanced Super Serum in a burgundy pump bottle, 30 ml

Bottle with pink serum dripping over it. Clinically demonstrated to improve elasticity, fine lines and visible firmness.

Burgundy serum bottle in a pool of pink serum. Text: The retinol alternative that smooths the look of lines, without the trade-offs.

Smiling woman with drops of pink serum on her cheek. In a consumer study, 97% said skin looks more youthful; 94% felt renewed.

Purple iris and pink alpine rose petals. Retinatural Complex: bakuchiol, a retinol alternative, and Swiss alpine rose.

Pink serum droplets. 10 active ingredients for renewal, firmness and hydration, including bakuchiol, niacinamide and hyaluronic acid.

Pink serum dripping from a dropper. Retinatural vs. retinol: lower irritation potential, no sun sensitivity, use morning and night.

Forehead before and after 8 weeks, with fine lines and wrinkles visibly reduced

Close-up of the glossy pink serum texture

Serum guide: All Bright Vitamin C to brighten (AM), Tri-luronic to hydrate (AM/PM), Retinatural+ to refine (PM)

Countertime routine: 1 Cleanse with Lipid Defense Cleansing Oil, 2 Prep with Mineral Boost Essence, 3 Treat with Retinatural+ Serum, 4 Protect with Tetrapeptide Supreme Cream

The Standard, Counter's Real Clean: we ban 3,000+ questionable ingredients on The Never List and review every ingredient for safety

Size

30 ml / 1 fl. oz.

Purchase

Single

Subscription

Save 10%

Benefits

Firmness
Smoothness
Renewal
Resilience

Description

Powered by our Retinatural®+ Advanced Renewal Complex, and a
precisely calibrated blend of clinically studied active ingredients,
this potent serum—formulated without retinols or retinals—helps visibly smooth fine lines and wrinkles, improve the look of firmness, and support smoother, healthier-looking skin without the dryness or sensitivity often associated with traditional retinoids.

Learn about our certifications

Ingredients

Key Ingredients

10 CLINICALLY STUDIED ACTIVES. ONE HIGH-PERFORMANCE FORMULA.

RENEWAL

Retinatural®+ Advanced Renewal Complex features three clinically studied retinol alternatives—bakuchiol, sea fennel and peptide-rich cranberry (vaccinium macrocarpon fruit extract)—that help visibly smooth fine lines, improve elasticity, and support firmer-looking skin.

FIRMNESS + RESILIENCE

A targeted network of active ingredients including Swiss alpine rose, niacinamide, tripeptide-56, and vitamin B12 (cyanocobalamin) helps reinforce skin barrier function, improve skin tone and visible firmness for enhanced skin resilience over time.

HYDRATION + BARRIER SUPPORT

A blend of hydrators and skin-conditioning ingredients, including hyaluronic acid, squalane, and ectoin, helps replenish moisture, support skin barrier function, and maintain comfortable, balanced skin.

Full List

Tap a product to view full ingredient list

KEY BENEFITS

RETINOL-LIKE RESULTS WITHOUT THE IRRITATION*

Retinatural®+ Advanced Renewal Complex combines three clinically studied retinol alternatives—bakuchiol, sea fennel, and peptide-rich cranberry—designed for visible renewal
Helps visibly smooth, firm, and reduce the appearance of fine lines and wrinkles without the dryness, irritation, and sun sensitivity commonly associated with traditional retinoids

FIRMER, MORE RESILIENT-LOOKING SKIN

Helps improve the appearance of firmness and elasticity
Skin appears healthier, stronger, and more resilient

HYDRATION + BARRIER SUPPORT

Helps maintain moisture and support balanced, comfortable skin

SUPPORTS SMOOTHER TEXTURE + RADIANCE

Helps improve the look of uneven texture and dullness
Skin looks softer, smoother, and more radiant

*Based on a 110-subject Repeated Insult Patch Test (RIPT) and a 32-subject clinical and consumer perception study after eight weeks of use, twice daily.

FORMULATION APPROACH

RETINOL-LIKE RESULTS. COUNTER-LEVEL STANDARDS.

For decades, retinol has been the gold standard in skin renewal—powerful, proven, and often paired with compromise. Traditional retinoids are commonly associated with dryness, irritation, and sun sensitivity that can make consistent use difficult.

Counter takes a more balanced approach.

Countertime Retinatural®+ Advanced Super Serum is powered by Retinatural®+ Advanced Renewal Complex, a blend of three clinically studied retinol alternatives formulated to visibly smooth, firm, and renew skin. Supported by peptides, hydrators, and skin-conditioning ingredients, this advanced formula is engineered to deliver retinol-like visible results without sacrificing skin comfort—or our clean standards.

No trade-offs. No results at any cost. No compromise.

Clinically tested. Rigorously screened for safety. Designed to deliver firmer-, smoother-, more resilient looking skin—without compromising comfort. Because skincare should work smarter, not harsher.

CLINICAL RESULTS

CLEAN INGREDIENTS. VISIBLE RESULTS.

Clinically demonstrated to:*

Decrease appearance of fine lines and wrinkles
Visibly firm skin
Improve skin elasticity
Improve skin barrier function
Improve skin radiance/brightness

After 2-weeks**:

[ 97% ] said skin feels healthier and softer
[ 94% ] said skin feels renewed and restored
[ 94% ] said skin feels bouncier and more supple
[ 100% ] said skin feels soothed

After 8-weeks:***

[ 97% ] said they love the way their skin looks
[ 97% ] said skin looks and feels more youthful
[ 94% ] said skin feels smoother and more refined
[ 94% ] said skin looks more plump

*Based on 32-subject clinical study after four weeks of use, twice daily
**Based on 32-subject consumer perception study after two weeks of use, twice daily
***Based on 32-subject consumer perception study after eight weeks of use, twice daily

TEXTURE

How to Use

Recycling

Pairs well with

Antioxidant Soft Cream – 50 ml / 1.69 fl. oz.

Antioxidant Soft Cream Countertime

4.8

Rated 4.8 out of 5 stars

304 Reviews

$87

View Product

Lipid Defense Cleansing Oil – 150 ml / 5.07 fl. oz.

Lipid Defense Cleansing Oil Countertime

4.9

Rated 4.9 out of 5 stars

415 Reviews

$56

View Product

Mineral Boost Hydrating Essence – 100 ml / 3.38 fl. oz.

Mineral Boost Hydrating Essence Countertime

4.8

Rated 4.8 out of 5 stars

224 Reviews

$59

View Product

Every order counts

And with Total Rewards, you can also earn for your advocacy, referrals, and much more.

Discover Total Rewards Sign in

Frequency:

Formulation Fact 01

Formulated without heavily ethoxylated ingredients Laureth-23 or Polysorbate 20 that carry particular risk for carcinogenic contaminants, ethylene oxide and 1,4-dioxane. We take ingredient purity seriously.

Formulation Fact 02

We never formulate with retinol and retinal, skin conditioning ingredients that promote accelerated cell turnover and thereby may increase dermal sensitivity to UV exposure, and where EU regulatory action has been taken to address concerns associated with systemic toxicity.

Displays a model in the process of applying a white Counter Cream to her face.

Formulation Fact 03

Formulated with antioxidants Niacinamide, Swiss Alpine Rose (INCI: Rhododendron Ferrugineum Extract) and Cyanocobalamin (Vitamin B12 Food Grade) instead of endocrine disrupting alternatives like BHT.

Why doesn’t Counter use retinol or retinoids in their formulations?

Retinoic acid and retinyl palmitate—derivatives of retinol (vitamin A)—are included on
The Never List®. When applied to the skin in the presence of sunlight, these
ingredients may increase the risk of skin cancer and skin sensitization. Read more about these ingredients and The Never List® here. We formulated Countertime Retinatural®+ Advanced Super Serum to deliver retinol-like results without the potentially harmful effects that may be associated with traditional retinol.

What is Counter’s approach to clean?

We define “clean beauty” as beauty products developed to meet a high standard for both performance and safety.

Every Counter product is formulated with human health and safety in mind, according to publicly available criteria that guide how we evaluate ingredients, develop formulas, and make decisions about sourcing and packaging. Because transparency matters, we publicly share the standards behind our products. Read more at counter.com/thestandard.

How do I use this serum in my routine?

Is this as effective as retinol for wrinkles and fine lines?

Can beginners or sensitive skin use this instead of retinol?

How long does it take to see anti-aging results from this serum?

Skin may feel smoother quickly, with visible improvements in fine lines, firmness, and
overall skin renewal typically appearing with consistent use over 4-8 weeks.*

*Based on 32-subject clinical study after four weeks of use, twice daily, a 32-subject consumer perception study after two weeks of use, twice daily, and a 32-subject consumer perception study after eight weeks of use, twice daily.

What’s the difference between this and traditional retinol products?

Traditional retinoids are known for supporting skin renewal, but they’re also commonly
associated with dryness and sensitivity that can make consistent use difficult.

Countertime Retinatural®+ Advanced Super Serum takes a different approach—combining clinically studied retinol alternatives, peptides, hydrators, and skin-conditioning ingredients to deliver visible renewal with daily-use comfort in mind.

What is Retinatural®+ Advanced Renewal Complex and how does it compare to traditional retinol?

Is this serum thin enough to layer under makeup during the day?

Do I still need to use a moisturizer if I’m using this serum?

Retinatural+ Advanced Super Serum

RETINOL-LIKE RESULTS WITHOUT THE IRRITATION*

FIRMER, MORE RESILIENT-LOOKING SKIN

HYDRATION + BARRIER SUPPORT

SUPPORTS SMOOTHER TEXTURE + RADIANCE

Clinically demonstrated to:*

After 2-weeks**:

After 8-weeks:***

Formulation Fact 01

Formulation Fact 02

Formulation Fact 03

COUNTER'S BLUEPRINT FOR CLEAN™

we are more together

clean is still worth fighting for

Join Our Mailing List

Sign Up for Emails