What DNALabs does

DNALabs is a Canadian direct-to-consumer and healthcare-practitioner genetic testing company founded in 2016 and headquartered in Toronto, with a US office in Boca Raton, Florida opened in October 2021. The company's core technology is cheek-swab-based DNA testing analyzed in a CLIA-, CAP-, CDPH-, and NYSDOH-accredited molecular genetics laboratory, with interpretation grounded in clinical guidelines from internationally recognized consortia and Health Canada/FDA-approved drug labels. Its product portfolio is anchored by three flagship tests: MatchMyMeds™ (pharmacogenomics panel covering 130 drug compounds across pain, oncology, psychiatry, cardiovascular, immunology, and anxiety categories, priced at C$349/US$275), LoveMyHealth® (lifestyle genetic test across diet, fitness, mental wellness, detoxification, obesity, and hormonal health at C$299/US$235), and TestMyTolerance™ (cannabis sensitivity test at $199). Pro-tier clinical panels (LoveMyHealth Pro with 41 additional markers, plus Fertility Report and Brain Health add-ons) and the FeedMyGenes personalized diet playbook are sold exclusively through registered healthcare practitioners. Revenue mechanics are one-time kit purchases distributed via country-specific D2C e-commerce storefronts (dnalabs.shop in Canada, us.dnalabs.shop in the USA) and a practitioner channel, with no disclosed recurring or subscription revenue component.

The company is led by CEO Moni Lustig (asset management background, personally motivated by parents' cancer deaths) and CSO Dr. Aaron Goldman (PhD in Molecular Genetics from Yale, 20+ years of life sciences experience, former Director of Genomics Services at University Health Network/Mount Sinai Hospital). The management team blends clinical genomics, legal/privacy (EVP David Feld), statistics (Brandon Lustig), and marketing (Elana Lustig), supported by a seven-member Scientific Advisory Board spanning naturopathic medicine, nutrition, and clinical practice. In October 2022, DNALabs pursued public capital via a Regulation A crowdfunding offering qualified by the SEC, transitioning from founder-controlled private ownership toward public-market access. The company reports compliance with Canadian privacy law (PHIPA) and the federal Genetic Non-Discrimination Act, and operates only in the US and Canada — no international expansion is disclosed.

Name

DNALabs

Legal name

DNALabs Canada Inc.

Website

https://dnalabs.ca

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

DNALabs is a Toronto-based D2C and healthcare-practitioner genetic testing company offering cheek-swab pharmacogenomics, wellness, and cannabis sensitivity tests across the US and Canada via owned e-commerce stores and a registered clinician channel.

Ownership category

akta.pro rank

Product category

Direct-to-Consumer Genetic Testing

NAICS

Medical Laboratories (621511), Medical and Diagnostic Laboratories (62151)

SIC

Services-Medical Laboratories (8071), Services-Testing Laboratories (8734)

akta.pro primary industry

Clinical Biomarker Testing Services (central labs, trial enrollment/monitoring assays) (HLAAAMAC)

Keywords

• Pharmacogenomics testing
• DNA testing services
• Nutrigenomics analysis
• Cannabis sensitivity testing
• Personalized genetic testing

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Consumer Genetic Test Sales: One-time purchase model for DNA testing kits sold directly to consumers through e-commerce platforms. Consumers order test kits online, provide cheek swab samples, and receive personalized genetic reports. Products include MatchMyMeds (C$349/US$275), LoveMyHealth (C$299/US$235), FeedMyGenes add-on (C$50/US$40), and TestMyTolerance (C$199/US$199).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

DNALabs sells cheek swab-based DNA testing kits directly to consumers and through registered healthcare practitioners, analyzing genetic markers to provide personalized pharmacogenomics (drug compatibility), nutrigenomics (diet, fitness, wellness), and cannabis sensitivity reports. Core consumer products include MatchMyMeds™, LoveMyHealth®, and TestMyTolerance™, with LoveMyHealth Pro extensions and FeedMyGenes meal planning offered as add-on modules.

Product overview

DNALabs offers a portfolio of DNA testing products centered on pharmacogenomics and personalized wellness. The core lineup includes MatchMyMeds™ (a pharmacogenomics drug compatibility test covering 130 drug compounds), LoveMyHealth® (a lifestyle genetics test across diet, fitness, and wellness categories), and TestMyTolerance™ (a cannabis sensitivity test). These are complemented by Pro-tier add-on modules — LoveMyHealth® Pro (extended 41-marker clinical panel), Fertility Report add-on, and Brain Health add-on — as well as the FeedMyGenes DNA Diet Playbook (personalized meal plan add-on) and TestMyTolerance™ PRO (enhanced cannabis test for healthcare professionals). Products range from consumer-direct purchase (MatchMyMeds™, LoveMyHealth®, TestMyTolerance™) to practitioner-dispensed offerings (Pro-tier products).

Differentiator

Problem solved

Functional benefit

Products and services

• MatchMyMeds™ Pharmacogenomics DNA test analyzing 130 drug compounds across pain/migraine, anxiety, oncology, immunology, cardiovascular, and psychiatry categories to inform doctors and consumers on optimal drug choice and dosing, minimizing adverse drug reactions. Available online for C$349 / US$275.
• LoveMyHealth® DNA-based lifestyle genetic test providing personalized nutrition, exercise, and lifestyle recommendations across eight categories: diet, food sensitivities, specific nutrient needs, physical fitness, mental well-being, detoxification, obesity risk, and hormonal health. Available online for C$299 / US$235.
• LoveMyHealth® Pro Extended clinical panel building on the standard LoveMyHealth® report by adding 41 additional genetic markers associated with clinical outcomes in diet, detoxification, heart health, hormonal health, mental wellness, obesity risk, physical fitness, and specific nutrient needs. Sold exclusively through healthcare professionals with contact-for-pricing.
• LoveMyHealth® Pro Fertility Report Fertility-focused genetic report examining genetic variations that influence nutritional and environmental factors impacting egg/sperm quality, lifestyle disease risk, and embryo development, with a tailored diet and nutrient guide to improve fertility and support healthy pregnancy. Sold through healthcare professionals.
• LoveMyHealth® Pro Brain Health Report Brain health add-on to LoveMyHealth® PRO that examines genes related to dietary and lifestyle factors that aid in prevention, brain repair, and inform strategies to minimize inflammation and oxidative stress. Available through Registered Healthcare Practitioners.
• FeedMyGenes DNA Diet Playbook Personalized meal plan based on the customer's genetic profile, leveraging expected impact on dietary needs related to fats, carbohydrates, and protein. Available as an add-on to LoveMyHealth Lifestyle Genetic Test purchased after January 1, 2019. Available online from C$50 / US$40.
• TestMyTolerance™ Cannabis sensitivity genetic test providing information about an individual's genetic response to THC and CBD compounds, including predisposition to cannabis sensitivity and risk for cannabis-induced psychosis, supporting informed and responsible cannabis use. Available online for $199.
• TestMyTolerance™ PRO Second-generation cannabis sensitivity test offering side-by-side comparison of cannabis sensitivity alongside drug compatibility information in categories such as pain, depression, and anxiety, intended to help healthcare professionals safely prescribe cannabis.

Quantifiable outcome

• Genetic factors account for up to 95% of drug response variability and susceptibility to adverse drug reactions

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Kelsey RoseminorStrategic or Co-development Partner · 1 May 2023DNALabs announced a partnership with Kelsey Rose, a renowned name in the health and wellness industry. This collaboration aims to further empower individuals to optimize their health and well-being through combined expertise in personalized health solutions.
• World Class UniversitycoreStrategic or Co-development PartnerDNALabs announced partnership with a world-class university for research collaboration in genetic testing and personalized medicine. This represents DNALabs' ongoing commitment to advancing genomic science through academic partnerships.
• Multiple Strategic PartnerscoreStrategic or Co-development PartnerDNALabs formed several new partnerships during the first half of 2023. These alliances are described as resulting from shared values and common vision for advancing genetic research and improving lives worldwide. The company is continuously working on forging additional partnerships to enhance capabilities and expand reach.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• Orig3n: Earlier-stage DTC genetics company focused on wellness, fitness, and lifestyle reports. Comparable niche to LoveMyHealth, though narrower product breadth and brand awareness.
• Helix: Genomics platform partnering with health systems and DTC brands to deliver DNA-powered health insights. Comparable adjacent infrastructure and DTC-to-clinical transition model.

Direct peers

• 23andMe: Largest direct-to-consumer genetic testing company in North America, offering health, ancestry, and pharmacogenomic-related reports via a cheek swab. Most directly comparable to DNALabs on GTM (DTC e-commerce), sample collection method, and consumer-facing interpretation model.
• Ancestry: Major DTC DNA testing brand (genealogy-anchored, expanding into health). Comparable on consumer e-commerce model, cheek-swab logistics, and North American customer base, though more skewed to ancestry than pharmacogenomics.
• Myriad Genetics: Clinical genetic testing company with a strong pharmacogenomics and hereditary cancer franchise. Comparable to DNALabs' MatchMyMeds on clinical-grade PGx testing, though Myriad is physician-ordered rather than DTC.
• Color Health: Population health and clinical genetic testing company serving employers, providers, and consumers with hereditary cancer, PGx, and wellness panels. Comparable to DNALabs' practitioner-channel and DTC hybrid model.
• GeneDx: Clinical genomics laboratory offering hereditary disease and pharmacogenomic testing through healthcare providers. Comparable on CLIA-certified lab operations and practitioner-channel go-to-market.
• Nutrigenomix: Nutrigenomics testing company providing genetic-based dietary recommendations to consumers and healthcare professionals. Closest direct comparable to DNALabs' LoveMyHealth and FeedMyGenes product lines.
• Pathway Genomics: DTC and clinician-channel genetic testing company offering pharmacogenomic, wellness, and ancestry panels. Highly comparable on product mix and dual GTM.

Broad incumbents

• Invitae: Established clinical genetic testing platform with broad menu including PGx, hereditary cancer, and rare disease. Comparable lab services category and provider channel, but with much broader portfolio and institutional scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/dnalabs_
• YouTubeyoutube.com/channel/UC-biRijAWkDqlPwwrma7dZA/videos
• Facebookfacebook.com/dnalabs.ca
• LinkedInca.linkedin.com/company/dnalabscanada
• Instagraminstagram.com/dnalabs_

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about DNALabs