Geneu produces DNA-specific skin care solutions

A DNA-specific skin care brand created by a professor of engineering at Imperial College has just opened premises in New Bond Street, London

A DNA-specific skin care brand created by a professor of engineering at Imperial College has just opened premises in New Bond Street, London. Geneu is the brainchild of Professor Christofer Toumazou, Regius Professor of Engineering at Imperial College, London.

Customers provide a DNA sample via mouth swab, and are asked to give a brief description of their lifestyle. The firm analyses the DNA and then recommends one or more of its serums, which have antioxidant and sun-protective effects. The test and enough serum to last for two weeks cost £600. Toumazou is partnered in the venture with Nick Rhodes of pop group Duran Duran, who has the role of creative director.

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