This 10:1 Aloe Vera is an aqueous product and it is 10 x concentrate or equivalent to 100% aloe vera content (as single strength). It is produced by expression of the centre fillet of the plant aloe leaf to yield a 100% natural aloe juice which is then filtered and concentrated (by evaporation). Each 1% of the concentrate used in a formulation can be declared as 10% aloe vera content.