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Love this serum. BUT...in 2011 this was $24.00. Seven years later it's $38.00. The consumer's skin is obviously not the main focus for Paula's Choice. Just about priced it out of my market, and at this price there are many other manufacturers' in this category to pick from. My solution: I use it once a day instead of twice, and I no longer buy Paula's Choice products for my relatives like I used to because of the high price increases for essentially the same products in same sizes. Consequently, Paula's Choice makes less money from me and has less product exposure to others than in the past.