Getting To Know You
Skincare products are getting personal.
Since direct-to-consumer genetic-testing services such as Ancestry and 23andMe became commercially available, the DNA testing market has become mainstream. Now, beauty-focused DNA tests are gaining traction. The global DNA-based skincare market was valued at USD 7.4 billion in 2018 and is projected to grow annually at 6.8% from 2019 to 2025.
Skin DNA tests make it possible to proactively address skin health through lifestyle, care, and nutrition improvements. Through simple testing kits, test providers such as AGS and Pathway Genomics can inform customers of their skin conditions such as elasticity, genetic predisposition to acne, and stress response. Some beauty brands and services are taking DNA-testing one step further. After measuring customers’ epigenetic conditions, customized serum brand Atolla identifies suitable skincare ingredients and designs bespoke serums for specific areas of concern. Skintelli specializes in providing personalized product recommendations from thousands of brands based on clients’ genetic samples.
Although most genetic test services were first launched through e-commerce, the offline channel of the DNA-based skincare market accounted for the largest (66.3%) in 2018. Consumers prefer to get their tests done at health and wellness clinics for better recommendations from professionals and shorter waiting times.