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GENEU is the world’s first in-store DNA test for personalised anti-ageing skincare, and thanks to Matrix Concierge who invited me to the GENEU flagship store on New Bond Street, I am incredibly excited to be one of the first to experience it for myself.
GENEU has been developed over the past ten years under the guidance of Regius Professor Christopher Toumazou and his research team, leading experts in genetics and healthcare microchip technology at the Institute of BioMedical Engineering at Imperial College London. Previous innovations by Professor Toumazou include the cochlear ear implant, which helped 10,000 deaf children hear for the first time; the artificial pancreas for Type 1 diabetics and the wireless heart monitor.
GENEU utilises a unique DNA microchip that analyses your skin’s DNA and discovers precisely what your skin needs. The handheld microchip device can sequence DNA in around 30 minutes, a fraction of the time of comparable methods. The microchip will revolutionise the field of medical diagnostics, and will be used in the future to help diagnose cancers and other diseases. In recognition of this technological innovation, Professor Toumazou was awarded the European Inventor of the Year 2014. His team are globally recognised as the leading pioneers in the application microchip technology, and acting as the Chief Scientific Advisor for GENEU, have developed the U+ personalised skincare range.
In contrast to the ‘one size fits all’ approach of most modern creams and serums, GENEU’s award-winning technology identifies your skin’s DNA, takes into account your lifestyle choices, and uses active ingredients in the serum. Skin’s natural collagen regenerates at varying rates based on genetic make-up and lifestyle choices (e.g. smoking, sunbathing, and pollution) so mainstream products can often leave skin undernourished or overloaded.
Ingredients such as collagen, white mulberry root extract, Vitamin A and C, and tripeptides, amino acids are actively used in the skincare formulas to visually improve the skins condition and promote healthy looking skin. Furthermore, GENEU purchase their own active ingredients, ensuring they are the best quality.
All of the scientists working with GENEU have PhDs from different backgrounds and are highly specialised in genetics, oncology etc. so can answer all your questions.
The serums cost £600 for a four week course.
Upon arrival at the store on New Bond Street, I was taken aback by the striking décor and futuristic touch, it was designed by Nick Rhodes from Duran Duran and felt a little like walking onto a spaceship! I was greeted by Coralie, the retail manager, and was guided into one of the consultation pods, where I met Dr. Maria Karvela.
Maria took a swab from my cheek and proceeded to isolate my skin’s DNA strands to be inserted into a microchip. A sequencing device then read the microchip for about 30 minutes to determine my skin’s profile, ensuring I receive the right concentrations of active ingredients for my skin type.
After 30 minutes, when my results came through, I was shocked to find out that I have low levels of natural antioxidant protection within my skin and a naturally quick rate of collagen degradation. Maria explained that this was largely down to my genetics, as well as, my lifestyle. This was a wake up call in itself!
I was then given a beautifully packaged six-week supply of bespoke anti-ageing skincare serum in a gun-metal bottle (you can choose the finish of your bottle from black, white and gun-metal) to take home to use morning and night. The serums I was given are the AOX 5 Serum, which is designed to enhance natural antioxidant protection levels, and the COL F Serum, which is designed to enhance natural collagen levels.
The AOX 5 antioxidant gel is really fresh and dissolves into my skin very easily. Its benefits include:
The COL F collagen serum is silky soft, making my skin smooth and luminous. It’s benefits include:
GENEU is about skin health not beauty, but when your skin is healthy, the beauty shines through naturally! I’m really looking forward to seeing the final results after six weeks and after just two weeks of using the serum, my skin is already looking radiant and healthy!