Designed with retinol skeptics and sensitive skin in mind, the new formula delivers visible results without the harshness. 

CINCINNATI, Sept. 2, 2026 /PRNewswire/ -- OLAY, the #1 anti-aging skincare brand* is expanding its most awarded retinoid collection** with the launch of its new Regenerist Retinol24 Starter Night Repairing Lotion, a mild-potency retinol formula designed specifically for first-time retinol users and those with sensitive skin.

Retinol is widely recognized as a gold-standard anti-aging ingredient, with proven benefits for fine lines, uneven texture and dullness. Yet OLAY found that nearly 4 in 10 consumers avoid retinol because they are concerned about irritation, while 70% report having sensitive skin. Retinol24 Starter Night Repairing Lotion was developed to help close that gap, giving more consumers a way to experience the benefits of retinol comfortably. 

"We created OLAY Retinol24, because we heard from people they want the benefit of a retinol without any tradeoffs. Only OLAY's Dermatologist recommended formula combines a unique blend of retinol potency and hydration that cares for skin while delivering powerful results," said Carolina Rogoll, Senior Vice President, NA Skincare and OLAY. "We brought that same approach to Retinol24 Starter Night Repairing Lotion, creating a product specifically for consumers who are new to retinol and looking for a place to start." 

The lightweight, fragrance-free lotion layers easily into an existing routine, delivering visible skin renewal without a heavy feel or greasy residue. Its formula pairs OLAY's Pro-Retinol with Triple Collagen Peptide, a blend of three peptides that helps reinforce cellular bonds and support natural collagen production, to deliver dual-action wrinkle repair, while soothing aloe provides lasting hydration. 

"Pro-Retinol, a stable blend of retinol and retinyl propionate, is at the heart of OLAY's Retinol24 collection. We thoughtfully engineered it to have a slow-release technology that disperses retinol gradually overnight which helps maximize the benefits while minimizing irritation," said Dr. Rolanda Wilkerson, Principal Scientist at OLAY. "For the Starter Lotion specifically, we paired that technology with other skin-loving ingredients that comfort and restore your skin making it the smartest way to start retinol." 

Retinol24 Starter Night Repairing Lotion is powered by OLAY's Cell Vitality Science, a research platform designed to support skin cell energy, health and renewal. By addressing age-related declines in cell turnover and collagen production, the Retinol24 collection helps improve visible dullness, fine lines and uneven texture. 

The OLAY Retinol24 Collection

This customizable system is designed to meet consumers at different stages of their retinol journey.

• Retinol24 Starter Night Repairing Lotion: Mild potency for first-time and sensitive skin users, targeting fine lines and texture. 
• Retinol24 Night Cream: Strong potency for more experienced users, targeting wrinkles, texture and dark spots. 
• Retinol24 MAX Night Repairing Cream: OLAY's strongest potency for advanced users, targeting deep wrinkles and hyperpigmentation. 

The collection also includes the Renewing Exfoliant Cleanser, Wrinkle Correcting Treatment Serum and Wrinkle Filler Treatment for consumers looking to build a more complete routine.

Availability

OLAY Retinol24 Starter Night Repairing Lotion is now available nationwide at major retailers and on OLAY.com, with an MSRP of $27.49 (pricing at the sole discretion of retailers).

About OLAY 

OLAY is a science‑led skincare brand trusted by millions of women worldwide for over 70 years. As a leader in skin cellular science, OLAY is known for its expertise in anti‑aging and hydrating with deep knowledge across ingredients including niacinamide, retinol, vitamin C and collagen peptides. OLAY develops clinically tested formulas designed to visibly improve the look of wrinkles, crows' feet, smile lines, dryness, dullness and uneven tone, lack of elasticity and other skin concerns that work at the skin's cellular level.  As the #1 anti‑aging skincare brand*, OLAY delivers innovative, high‑performance products backed by proven science and trusted results that work across all skin tones. OLAY's award‑winning portfolio includes hydrating body washes and lotions, the Most Awarded Serum**, the #1 Most Awarded Retinoid Moisturizer**, and the Most Awarded Facial Cleanser Collection**. 

For more information, visit OLAY.com and follow on Instagram, TikTok, Facebook and X.

* Nielsen x AOC week ending 07/25/2026 by total dollar sales latest 52W

**7-year Review of Major Beauty Awards ending March 2026 

Media Contact: OLAY@smallgirlspr.com

Frequently Asked Questions:  

What is the OLAY Retinol24 Starter Night Repairing Lotion?  

The OLAY Retinol24 Starter Night Repairing Lotion is a beginner-potency retinol formula designed specifically for first-time retinol users and those with sensitive skin. 

What results can users expect when using the Retinol24 Starter Night Repairing Lotion, and on what timeline? 

• Night 1: Hydrates to visibly renew skin overnight.  
• Night 14: Gently exfoliates to smooth skin's texture.  
• Night 28: Visibly reduces the appearance of fine lines and texture. 

What is the Pro-Retinol blend?  

The Pro-Retinol blend is OLAY's scientifically balanced combination of retinol and retinyl propionate. The blend is engineered for superior penetration into epidermal cellular layers, supporting collagen production, increasing epidermal thickness, and accelerating cell turnover — while being kinder to skin than standard retinol formulas.

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SOURCE OLAY