Would you like to get your genome sequenced before you decide on your facial care formulation? You may hear beauticians at a local salon asking this question not too far in the future.
Saleem Mohammad, Co-founder of genome sequencing start-up Xcode Life Sciences, and CK Kumaravel, the man behind Naturals, a salon chain which runs over 300 salons and spas, are hammering out a tie-up which will help customers tailor a facial care package based on their genetic make up.
“Right now, people just go and get a facial done. It’s momentary,” says Mohammad. His three-year-old venture offers DNA-based preventive care which he is now extending to the wellness and beauty segment.
The idea is to get a customer’s gene profiled to gauge the individual’s chances of quicker skin ageing – lowered collagen activity -- which could reflect as scaly or dry skin. Analysts will collect saliva samples for the assessment, which will take a month. Experts will then make recommendations to pharma company Merck to customise a facial package.Mohammad says a similar set up exists in the UK but without the salon tie-up.
This product, Come Alive, will be introduced to Naturals’ customers through a 3-minute video. Xcode is training beauticians at six upmarket outlets in Chennai to explain to customers the benefits of the new package, Come Alive, which has been priced at ₹ 5,000, excluding the costs of the facial. Clients get personalised diet charts and SMS alerts for a month on sleeping habits, nutrition, and yoga tips. By the beginning of May, all of Naturals outlets across the country will be ready to get samples.
Kumaravel says this tie-up will provide a scientific backing to the beauty business. “We are intrigued by the concept, which is why we haven’t made any estimate how much we’ll make after a year.”
Xcode is trying to rope in hospitals and medical practitioners who will add authenticity to its services.
Comments
Comments have to be in English, and in full sentences. They cannot be abusive or personal. Please abide by our community guidelines for posting your comments.
We have migrated to a new commenting platform. If you are already a registered user of TheHindu Businessline and logged in, you may continue to engage with our articles. If you do not have an account please register and login to post comments. Users can access their older comments by logging into their accounts on Vuukle.