Like a well-fitting suit, beauty products can be tailored to meet an individual’s exact needs. But the latest trend is going beyond categorical personalization. Some brands are tailoring their products to meet consumers’ needs at the molecular level.
Brands like Home DNA and Geneu supply consumers with DNA tests for a better understanding of the consumer’s skin care needs even before issues occur—an individual doesn’t have to show signs of aging for the test to recognize a predisposition to wrinkles or collagen loss.
If a user’s genes indicate genetic variations that compromise skin’s elasticity, the report will recommend using products with beta glucan, vitamin E and other ingredients to promote firming and reduce elasticity breakdown.
“Our recommendations point consumers in the right direction because there are so many skin care options that the choices often become overwhelming,” said Connie Hallquist, president and CEO of DNA Diagnostics Center, producers of HomeDNA Skin Care. “Finally, consumers have tailored recommendations to help achieve better skin care results.”