Brand new never been used In a photo it's a different bottle. They have a photo of the actual bottle. It's the same. goPure Actives Firm & Lift Serum - Anti-Aging Serum with Retinol for more Smooth, Even-Texture and Glowing Skin, and Antioxidant Bakuchiol for Collagen Support and Firmer-Looking Skin - 1 fl oz FIRM & LIFT: Powerful skin plumping properties contribute to smooth appearance of skin and restore a youthful-looking glow, while key ingredients pure Retinol and Bakuchiol help to visibly tighten the look of sagging skin, fine lines and wrinkles GRANACTIVE RETINOID: More advanced and stable than traditional retinol, it works directly, delivering incredible anti-aging benefits by reducing the look of deep wrinkles, fine lines and discoloration without the irritation ANTIOXIDANT BAKUCHIOL: Natural antioxidant Bakuchiol works to stimulate the skin’s collagen production to reduce the appearance of fine lines and wrinkles and visibly deliver a more supple, tightened, lifted-looking complexion SOOTHING INGREDIENTS: Formulated with Aloe Vera and Vitamins A and C, this multitasking firming serum helps to soothe and improve the look of aging skin GOPURE BEAUTY: Our science-backed formulas deliver products that transform the look of your skin; made with natural botanicals that are active ingredients at clinical levels, 100% cruelty-free and created to be clean, non-irritating, and effective