Links between genes & traits are complex & convoluted. But with the rise of genomic technologies perhaps it's no surprise that some people want to sell you lifestyle advice/products they claim are tailor-made for your DNA profile. Here's an example, h/t @AdamRutherford. 1/6 
Let's talk "DNA personalized skincare", summed up by this screenshot from a website promoting it. (See: newstjohns.com/dna-personaliz…) The article mentions costs of $90-$200 for an at-home test kit & that on-site testing with some companies could set you back as much as $1,000. ...2/6
That piece alludes to a UK company GENEU. You can read about their DNA lab-on-a-chip approach to bespoke skincare here: trulyexperiences.com/blog/the-scien…
After a visit to GENEU, the author notes "now that I know the exact rate my skin is degenerating, I will be able to counter nature".3/6
After a visit to GENEU, the author notes "now that I know the exact rate my skin is degenerating, I will be able to counter nature".3/6
Another GENEU customer describes the experience & shares her genotype report: niafaraway.com/geneu
The 25-year old "was surprised to learn I have a faster rate of collagen breakdown" but luckily the company could sell her some specially customised serums to deal with that. 4/6
The 25-year old "was surprised to learn I have a faster rate of collagen breakdown" but luckily the company could sell her some specially customised serums to deal with that. 4/6
The allure of consumer genetics has two elements, easily conflated: 1) Cool tech to read out a person's genotypes, 2) Interpretation of what those genotypes mean for the biology of that individual. Even when the former is state-of-the-art, the latter remains very challenging.
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Not sure of current status of GENEU. But its founder went on to launch DNANudge, in which DNA profiles are held up as a basis for personalised advice on food shopping. And in 2020 the UK government has awarded a multimillion pound contract to DNANudge to supply COVID-19 tests.6/6
