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.