New services personalized to your DNA from companies such LifeDNA, HomeDNA and Arivale Powered by Helix, are taking personalization into the future.
This is my second feature focusing on a service called LifeDNAoffering skincare products personally selected for you based on your DNA.
My first feature focuses on a detailed DNA-related skincare report from HomeDNA.
A final feature will focus on a DNA-related diet and health service, Arrivale by Helix
Wouldn’t it be great if you could find out what your skin really needs, and then order actual skincare products that will help protect, nurture and maintain your best skin? That’s what LifeDNA claims to do.
LifeDNA will take your sequenced DNA, analyze it, and offer you skincare products selected to suit your genetic skincare issues.
You may not know what you need, but your genetic markers can help show you.
Using Raw Data:
I liked that LIFE DNA doesn’t make you sequence your DNA. You can send them raw data you already (I sent them mine from 23 and Me). This hastens the process. I received my products fairly quickly.
If you don’t want to do a DNA test or you don’t have one, you can opt for targeted skincare products based on your family history, goals, and daily life activities (through an online questionnaire).
LifeDNA’s geneticists will assess and suggest products. Obviously, using actual DNA data is more precise.
The LifeDNA Products:
LifeDNA is all about providing personalized skincare products. My editor’s sample was the nicely packaged Essential Beauty Box ($199/3 months supply) with a cleanser, a moisturizer, and a toner.
There’s also a larger box ($289/3 months supply of products) that includes a personalized serum & Mask. Consumers can purchase a quarterly skincare subscription that’s automatically renewed every three months (cancel anytime).
The LifeDNA products include natural, premium, and organic ingredients that should be safe for your skin. Nice to know, the products are free of parabens, sulfates, synthetic dyes, phthalates, GMOs, mineral oil, animal products or by-products.
Is It Really Personalized?
My box included an Aqua Cleanser, Antioxidation Moisturizer and Antioxidation Toner. the packaging wasn’t impressive: amber plastic bottles and jars with plain white labels upon which a tiny sticker was affixed with my name and a barcode.
When I first saw the products, I felt they were generic, and without much information about why these products were chosen based on my DNA. Searching for clues, I checked the back side of the label for ingredients. As a beauty editor and reviewer, I identified some ingredients known to be helpful in skincare, but these ingredients are available in most skincare.
The average consumer might not have a clue how the products related to their DNA analysis. This bothered me so much I arranged a phone conversation with Cyril Moukazrzel, the Co-Founder and CEO of LifeDNA.
He told me that LifeDNA is less than a year old, and stressed that it’s not a drug company so regulations about labeling can be problematic. LifeDNA must be careful about what they say.
But without information, what’s the point of the products?
LifeDNA doesn’t say the products they will send to you are made just for you. That would be prohibitively expensive, they say your products are “personally selected for your DNA and lifestyle.”
Consumers should be aware that these are products picked from LifeDNA’s skincare collections made for basic skin types, based loosely on what your DNA reveals that might be your skincare needs.
So how does Life DNA decide what products would be best for your skin? LifeDNA applies scientific tools from the Human Genome Project to determine specific traits the determine the health and appearance of each individual’s skin. They identify 25 key genetic markers associated with six key areas of skin health.
According to Mr. Moukarzel, the LifeDNA process provides a comprehensive genetic Single Nucleotide Polymorphism (SNP-“snip”) to test to determine the unique characteristics of the skin. In the future, LifeDNA will include a general skincare report about these findings along with their products. This will give consumers some idea of why these products were chosen for them.
I received a very rough draft of the record based on my DNA analysis and it was helpful. It revealed that my skin is sensitive, and might not be adequately protected against free radical. I already knew this, but it was validating information.
As to the products, honestly, they’re quite nice and not so very expensive.
I really liked the moisturizer. It was unscented, non-greasy, and didn’t make me break out. But there wasn’t any applicator with it.
Sticking your hands in a jar of cream automatically starts contaminating it. The pump bottles of toner and cleanser were also very pleasant to use,
LifeDNA has a new, exciting and novel idea. But there’s still work to be done to provide better labels and information to consumers, to make this a truly educational and satisfying experience.
If you’d like to give DNA-targeted skincare visit https://www.lifedna.com
Can Your DNA Help You Beat Your Genes for Your Best Self? READ PART 3 (Arivale Powered by Helix provides DNA-related Nutrition & Health information and services)
PART 2 focuses on LifeDNA’s skincare products personalized based on your DNA.