How retinol (vitamin A) is taken up by cells has been an area of active research since the first report of a cell-surface receptor for retinol-binding protein (RBP) in the mid-1970s. Two recent reports, by Kawaguchi et al. (2007) and Pasutto et al. (2007), provide compelling data regarding the molecular identity and properties of a RBP receptor and open new research avenues for a better understanding of retinoid biology.