I have recently taken to using hyaluronic acids as part of my daily beauty regime. when my last bottle ran out, I was looking to replace it and saw that Divas Never Age was the #1 New Release in Facial Serums and was #5 most purchased item. So when I was able to purchase it, I was very excited. So far, I'm really loving it. I love that it is organic and never tested on animals. I can also notice a firming of my skin, but not a tight/drying effect. Rather, my face feels moisturized even before I put on my daily moisturizer/sunscreen. I also like that it not only contains hyaluronic acid, but also vitamin c, e, pomegranate and green tea for antioxidant effects. I am really pleased so far and would highly recommend!