**4. Conclusions**

Despite the long tradition in nutrition and medicine, the goji berry's composition is strictly related to the geographical origin (soil type, climate), cultivar type, harvesting time, and industrial/domestic processing. The changes of the phytochemical profile have a deep influence on the bioactivity of this herbal medicinal/edible product. Our investigation aimed at the identification of the main bioactive components that are responsible for selected biological activities. The HPLC analytical fingerprint was characterized by a variable amount of phenolic compounds, mainly depending on the geographical origin, cultivar type, homogenization treatment, and above all, harvesting period. Moreover, we highlighted, by means of an array of different assays, this valuable natural matrix in terms of the antioxidant activity, anti-fungal activity, and inhibition of tyrosinase, aiming at the correlation between the phytochemical profile and the reported bioactivity. These data could be of high interest in the formulation of new goji-based food supplements and for further pharmaceutical development of this valuable plant matrix.

**Author Contributions:** Conceptualization and data curation, S.C. (Stefania Cesa) and S.C. (Simone Carradori); methodology, A.M. and D.C.V.; HPLC validation, M.L. and F.C. (Francesco Cacciagrano); formal analysis, F.C. (Francesco Cairone) and G.S.; writing—review and editing, S.C. (Stefania Cesa) and G.C.; supervision, D.C.V. and S.C. (Simone Carradori); funding acquisition, S.C. (Stefania Cesa) and A.M.

**Funding:** This work was financially supported by funding from the "Sapienza" University of Rome, Scientific Research Programs 2016–2017. RP116154E7012EA9. Andrei Mocan acknowledges the support by a grant from the Romanian Ministry of Research and Innovation, CNCS - UEFISCDI, project number PN-III-P1-1.1-PD-2016- 1900, within PNCDI III.

**Conflicts of Interest:** The authors declare no conflict of interest.
