Many brands talk about being bespoke to the customer but skincare has never been more bespoke than GENEU. GENEU (pronounced jen-no) is the ultimate in personalised beauty; by testing your DNA and assessing your lifestyle, they create a serum for your exact personal needs.
The DNA saliva-swab test looks at 2 specific genes; the gene that gives natural antioxidant protection against free radicals and the gene that determines how quickly you break down collagen. Genes do not alter over time so even if you took the test every 10 years, your results would be the same.
A great DNA result for the antioxidant protection gene would be one of high activity. The more active the gene the easier it will fight free radicals thus protecting your skin. Free radicals are chemicals produced in the body due to external factors i.e sunbathing, smoking, stress etc, these chemicals are very reactive and damage collagen fibres, cell walls and elastin leading to premature and accelerated ageing. If it is discovered that you have low activity in this gene, your serum will be antioxidant-packed to offer extra protection. You also then have the knowledge to make better lifestyle habits to further protect your skin.
For your collagen gene result, you will be hoping for slow activity, to indicate that you are breaking down collagen slowly. The collagen cycle is very simple- it gets broken down and it is reproduced. However, as we age it takes longer to reproduce collagen so the slower we naturally break down the collagen, the better! Collagen is the ‘cushion’ to our skin, it’s what makes our skin look soft and full, without it we become drawn looking and the skin begins to sag. So if your results reveal that it is being broken down quickly, your serum will be full of collagen boosting ingredients to maintain your youthful plumpness!
You may think “well why don’t they just make one super serum packed with all these powerful ingredients instead?” the answer is quite obvious when you think about it; anti-ageing products are very active and stimulating, they cleverly scourge through the skin’s layers, encouraging cell turn over and cell activity, but for some skins this is proving too much. It is no coincidence that one of the fastest rising skin complaints is adult acne. By having a truly bespoke product, you can protect your skin and enhance its beauty without overloading it or causing breakouts. It’s genius.
Even more exciting, from 26th September – 9th October, GENEU are launching an exclusive pop-up with Selfridges in the Beauty Workshop, where you can have your DNA tested and get your results back the same day! Their scientists have got their work cut out for them!
I’ve worked in Beauty for a very long time and I know a good thing when I see one, GENEU has me very, very impressed!
GENEU Exclusive Selfridges pop-up 26th Sep – 9th October
*The saliva-swab must be collected by 2.30pm for same day service, results & products will be received at 5.30pm.
GENEU DNA test, £89.00
GENEU serum packages, from £200.00