Novogenia

What Novogenia does

Novogenia is an Austrian biotechnology company founded in 2009 and headquartered in Eugendorf, near Salzburg, that provides preventive genetic testing and personalized nutritional supplements and cosmetics. Its core offering is a portfolio of DNA analysis products — ShapePlus (weight management), LifestylePlus (healthy lifestyle), PerformancePlus (athletic performance), BeautyMe (personalized cosmetics), Fertility Sensor, and Performance Sensor — built on a certified laboratory platform using PCR, microarray, microfluidics, Sanger sequencing, and RFLP analysis technologies with stated capacity of up to 275,000 samples per day and up to 20 million genetic variations analyzed per sample. The company is the operating subsidiary of Darwin AG (recently approved for rename to Novogenia AG), and is led by CEO Dr. Daniel Wallerstorfer, a molecular biologist, with Matthias Probst as Managing Director.

The business operates exclusively through a B2B partner distribution model, selling to more than 3,000 partners across 30+ countries spanning nutritionists, dietitians, fitness trainers and studios, medical professionals, alternative practitioners, physical therapists, and pharmacies; partners resell genetic testing services and personalized products to end consumers. Revenue streams consist of one-time DNA test kit sales (ShapePlus, LifestylePlus, PerformancePlus), unit-priced personalized supplements (NutriMe Complete, NutriMe Weight Management) and cosmetics (BeautyMe), and contract manufacturing services using proprietary pellet technology that enables production from a single unit plus white-label solutions. A B2B enterprise motion serves companies with more than 200 employees through project-specific agreements with project protection arrangements, and partners earn a 10% commission on net sales of genetics services and personalized products.

The company holds three TÜV Austria certifications — ISO 9001:2015 for general quality management, ISO 22000:2018 for food safety in supplement manufacturing, and EN ISO 22716:2007 for cosmetics GMP — and its methodology requires gene–trait associations to be supported by at least three independent studies. The historical analysis volume exceeds 35 million PCR analyses with 500+ report formats iteratively refined since founding, and a sample return rate of 1:150 is reported as significantly below industry typical values. Underlying DNA analysis is performed by long-standing partner DNA Plus – Zentrum für Humangenetik GmbH in Freilassing, Germany. The company has not disclosed external venture funding rounds, and the June 2026 shareholders' meeting approved a dividend payment and authorized capital, consistent with profitable, operationally financed growth.

Name

Novogenia

Legal name

Novogenia Marketing GmbH

Website

https://novogenia.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Novogenia is an Austrian biotech company providing preventive genetic testing and personalized nutritional supplements and cosmetics, sold exclusively through a B2B partner network of 3,000+ resellers across 30+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Eugendorf

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Infrastructure, Supply Chain, Marketing or Sales, Operations

Revenue model

1. DNA Genetic Test Kits and Analysis: DNA tests and genetic analysis services sold to partners who then provide services to end customers. Tests include ShapePlus (weight management), LifestylePlus (healthy lifestyle), and PerformancePlus (athletic performance).
2. Supplements and Cosmetics: Personalized nutritional supplements (NutriMe Complete, NutriMe Weight Management) and cosmetics (BeautyMe) tailored based on genetic analysis results.
3. Contract Manufacturing: Pellet technology enabling contract manufacturing of supplements starting from just one unit, including custom formula development and packaging with partner logos.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Novogenia sells preventive DNA genetic-analysis test kits (ShapePlus for weight management, LifestylePlus, PerformancePlus, Fertility Sensor, Performance Sensor) and skin-genetics-based cosmetics (BeautyMe) through an exclusive B2B partner network of nutrition, fitness and medical professionals in 30+ countries. It complements testing with genetically-tailored nutritional supplements (NutriMe Complete, NutriMe Weight Management) using single-unit pellet manufacturing, and offers contract manufacturing plus white-label services to other supplement and cosmetics brands.

Product overview

Novogenia is a biotechnology company offering a portfolio of genetic analysis products and personalized health solutions. The core offerings include genetic testing products (ShapePlus for weight management, LifestylePlus for healthy lifestyle, PerformancePlus for athletic performance, BeautyMe for personalized cosmetics, Fertility Sensor, and Performance Sensor) that analyze genetic markers to provide personalized recommendations. These are complemented by supplement products (NutriMe Complete, NutriMe Weight Management) that are genetically tailored to individual needs. The company operates a certified laboratory processing up to 275,000 samples per day and serves over 3,000 partners in more than 30 countries. Genetic analyses cover areas including nutrigenetics, skin genetics, performance genetics, and pharmacogenetics, with all recommendations derived from the analysis of thousands of complex gene combinations.

Differentiator

Problem solved

Functional benefit

Brands

• ShapePlus: Genetic analysis product for weight management with personalized recommendations for weight management, healthy nutrition, detoxification, biological age, stress management, and athletic performance.
• LifestylePlus
• PerformancePlus
• NutriMe Complete
• Nutrime Weight Management
• BeautyMe Cosmetics
• Fertility Sensor
• Performance Sensor

Products and services

• ShapePlus Genetic analysis bundle for weight management, providing a personalized analysis with derived recommendations across weight management, healthy nutrition, detoxification, biological age, stress management, and athletic performance. Designed for health, nutrition and fitness professionals to resell to their clients.
• LifestylePlus Genetic analysis bundle for a healthy lifestyle, delivering personalized analysis with derived recommendations covering weight management, healthy nutrition, detoxification, biological age, stress management, and athletic performance. Aimed at health and wellness practitioners and their end clients.
• PerformancePlus Genetic analysis bundle focused on athletic performance, providing personalized analysis with derived recommendations covering weight management, healthy nutrition, detoxification, biological age, stress management, and athletic performance. Targeted at fitness trainers, studios and performance-focused clients.
• BeautyMe Cosmetics Personalized cosmetics line developed from genetic analysis of skin genetics, formulated to support individualized skincare routines for end clients of beauty and medical-aesthetic professionals.
• Fertility Sensor Genetic analysis focused on fertility-related genetic markers, providing personalized reproductive-health insights for clients consulting practitioners in the Novogenia partner network.
• Performance Sensor Genetic analysis providing insights into performance-related genetic traits, intended for athletes and clients of fitness professionals seeking evidence-based training personalization.
• NutriMe Complete Dietary supplement scientifically tailored to lifestyle, blood values, and genetic profile, manufactured via pellet technology for personalization. Sold through certified partners.
• NutriMe Weight Management Weight-management dietary supplement customized to an individual's genetic profile and needs, manufactured using pellet technology and distributed via partner professionals.
• Contract Manufacturing (Supplements & Cosmetics) B2B contract manufacturing service for supplements and cosmetics, leveraging single-unit pellet technology, custom formula development, and packaging with partner logos for white-label and branded clients.
• White-Label / Private-Label Service Private-label and white-label service for partner brands, providing custom-formula supplements and cosmetics under partner branding using Novogenia's pellet manufacturing capability.

Quantifiable outcome

• Gene influence on weight loss programs can be up to 2.5x better or worse success depending on genetic profile
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core, supporting and minor.

• DNA Plus – Zentrum für Humangenetik GmbHcoreStrategic or Co-development Partner · 1 January 2009DNA analysis services partner based in Freilassing, Germany (Georg Wrede Straße 13, D-83395 Freilassing). Conducts the actual analysis of DNA samples submitted by Novogenia customers. Acts as the contracting party for genetic analysis services as stated in Novogenia's Terms & Conditions.
• maxcluster GmbHsupportingTechnology or IntegrationExternal web hosting provider for Novogenia's shop platform (shop.novogenia.com). Located in Paderborn, Germany (Lise-Meitner-Str. 1b, D-33104 Paderborn). Provides server hosting and infrastructure services under data processing agreement.
• Hetzner Online GmbHsupportingTechnology or IntegrationWeb hosting provider for Novogenia's main website (novogenia.com). Located in Gunzenhausen, Germany (Industriestr. 25, 91710). Contract for order processing (AVV) in accordance with Art. 28 GDPR.
• ActiveCampaignsupportingTechnology or IntegrationNewsletter and email marketing service provider used for customer communication and newsletter distribution. Server locations in the USA with Standard Contractual Clauses for GDPR compliance.
• Anthropic (Claude Cowork)supportingTechnology or IntegrationAI platform used internally for document analysis, drafting, summarization, and administrative task support. Anthropic processes data as a processor. Data from Claude Cowork environments is not used for AI model training by default.
• NovoMedic GmbHcoreStrategic or Co-development PartnerHealthcare company partnership focused on embedding personalized and scientifically founded provision into the healthcare system. NovoMedic works closely with Novogenia as a sparring partner and values their technical and scientific expertise.
• Holzhäuer GmbHminorChannel Partner/ Reseller/ DistributorPharmacy partner satisfied with collaboration quality and Academy content. Values the unique product qualities and beneficial common solutions.
• Top2be Gesundheitsorganisation GmbHminorChannel Partner/ Reseller/ DistributorHealth organization partner valuing clear communication, strong leadership, innovative solutions, and Novogenia's certified lab capabilities.
• myDNAkey.euminorChannel Partner/ Reseller/ DistributorGenetic testing service provider partner focusing on quality delivery, marketing support, and building partnerships with doctors.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Ancestry: Large-scale genetic testing incumbent with health and wellness offerings alongside its core ancestry franchise. Comparable genetic-testing infrastructure and consumer health reports at much larger scale.
• MyHeritage: Genetic testing with health and ancestry products sold direct-to-consumer across Europe. Comparable direct-to-consumer genetic testing at scale, with a broader portfolio than Novogenia's.

Direct peers

• SelfDecode: Genetic testing combined with personalized health, nutrition, and supplement recommendations. Highly comparable product offering and integrated test-plus-recommendation business model to Novogenia's NutriMe line.
• Nutrigenomix: Genetic testing for personalized nutrition distributed primarily through healthcare professionals and dietitians. Closely comparable to Novogenia in nutrigenetics focus, professional channel model, and report-driven recommendations.
• Prenetics (incl. DNAfit / EMMA): Genetic and DNA testing company with consumer health and wellness products including fitness and nutrition tests. Directly comparable to Novogenia's PerformancePlus and LifestylePlus genetic testing offerings.
• 23andMe: Direct-to-consumer genetic testing company offering health, ancestry, and trait reports. Comparable core capability (consumer genetic analysis) though Novogenia's channel is partner-led rather than direct-to-consumer.

Emerging players

• InsideTracker: Personalized health and wellness recommendations driven by blood-biomarker and genetic testing. Comparable in providing science-backed, individualized action plans to consumers and through wellness partners.
• Helix: DNA-driven health and wellness platform that powers partner-distributed genetic products. Comparable in operating genetic testing infrastructure behind third-party health brands rather than competing directly.
• Viome: Personalized nutrition and supplements driven by gut-microbiome and genetic analysis. Comparable in combining a personalized lab test with proprietary supplements and lifestyle recommendations.
• DayTwo: Personalized nutrition recommendations based on microbiome and blood testing with clinical evidence claims. Comparable adjacent personalized-nutrition proposition with scientific positioning similar to Novogenia's.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@novogeniagmbh8450
• Facebookfacebook.com/Novogenia
• LinkedInlinkedin.com/company/novogenia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Novogenia