Genomics-Based Products Are Here

 Genomics  

A new concept store that has just opened in London, offering customers a DNA test to see how they will age in years to come. Using lab-on-a-chip technology, Geneu Beauty customizes products based around your genetics—in around 30 minutes.

Now at a shop in London, you can have your DNA profiled and within 30 minutes, have the data used to create bespoke skin products that will help you look and feel younger. The 2014 European Innovation Award Winning, Geneu Beauty’s DNA BeautyLab on a microchip does what traditionally would have taken a whole month with a huge lab, masses of equipment to achieve.

Developed over the last ten years by Christofer Toumazou at Imperial College London, the lab-on-a-chip technology tests your DNA for two genetic variations responsible for the ageing of our skin – collagen breakdown and antioxidant protection.

 "We licensed the technology initially to the consumer beauty industry because they can take the stigma away from it being medical and it drives the consumer much more to acceptance," says Toumazou.

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The approach is entirely focused around DNA profiling, which is then recorded on a microchip. This enables the right ingredient, in the right concentration and in the right combination to be prescribed based on an individual’s DNA.

"We licensed the technology initially to the consumer beauty industry because they can take the stigma away from it being medical and it drives the consumer much more to acceptance."

There's no needles, scalpels or surgeons, just a swab inside the mouth and a quick questionnaire about your lifestyle choices (which ultimately, still affect your future self). Finally, a personalized skincare regime is prescribed, giving you the perfect mix of anti-ageing ingredients to use in place of your generic regime.

Coupling your results with individual lifestyle factors such as sun exposure, smoking and age a PhD-qualified scientific adviser and beauty expert at Geneu Beauty discuss results before providing customers with a custom-tailored product recommendation,

The U+ DNA personalized anti-aging serum is formulated to provide the ultimate combination of active ingredients and will offer dual support to help target wrinkles, elasticity and fine lines – leaving skin looking visibly improved and hydrated according to the company.

As might be expected, the initial appointment with assessment and lab-on-a-chip DNA profiling, plus a two week supply of Geneu DNA Personalized Anti-ageing Serum costs a lofty £600 ($965 USD), and then the monthly cost for the skincare costs £300.



SOURCE  Marie Claire

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