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Published: 15 Dec 2016

Geneu Mobilises DNA Testing

Premium DNA-based beauty brand Geneu has launched a worldwide service, bringing its revolutionary DNA testing kits into the home.

Previously only available at its London store in Mayfair – where clients could walk out with a custom-blended anti-ageing product based on their unique DNA data – consumers all over the world can now have access to this technology at home.

Users simply order the kit online, complete the DNA swab and lifestyle questionnaire, and send them to the brand’s scientists. Within 48 hours, Geneu will call or email each customer with their detailed results and post their bespoke serum package, with prices starting from £89.

In our 2016 beauty Industry Trend Rethinking Beauty: Luxury Perspectives, we noted that Geneu’s DNA testing platform held the potential for consumers to take control of their own DNA data by conducting their own tests at home. With the launch of this kit, our prediction of consumers having ownership of their data comes one step closer to becoming a reality. 

“DNA analysis has viability in the mainstream space,” Deanna Utroske, senior correspondent for Cosmeticsdesign.com, told Stylus. “There is a future here because of the demand for data, and this is a great opportunity for brands and tech companies to gather data as well as develop valuable and functional skincare.”

For more on Geneu, read Personalised Beauty. For more on its mobilisation into a wider retail environment, as well as some further DNA-based beauty offerings, see My DNA, My Needs in Future Beauty: Perfecting Bespoke