SkinDNA Clinics

What SkinDNA Clinics does

SkinDNA Clinics, operated by the Australian private company Genomics AU Pty Ltd and founded in 2008 by Stefan Mazy, is a genomics firm that develops DNA-based genetic testing for personalized skincare and anti-aging. Its core product, the SkinDNA® Genetic Test, analyzes 16+ single-nucleotide polymorphisms (SNPs) across 12 skin functions organized into five categories — Firmness & Elasticity, Glycation Wrinkling, Sun Damage, Free Radical Damage, and Skin Sensitivity — using a cheek-swab sample processed in the company's own laboratory with results returned in approximately five business days.

The technical stack is centered on the proprietary DG-Therom™ scoring algorithm, the Mazy Scale™ visual risk representation, and a Recommendations Engine that converts genetic and lifestyle inputs into suggested topical ingredients, supplements, and professional treatment modalities. The company claims to operate one of the world's largest dermagenetics databases, with more than 2 million DNA profiles accumulated over 12+ years, which feeds the predictive and recommendation logic. SkinDNA® is a registered trademark, alongside DG-Therom™ and Mazy Scale™.

The business model is hybrid. Consumer direct-to-consumer kits retail at US$249 (reduced from US$299) via the skindna.com.au e-commerce site, with international shipping handled direct or through authorized distributors. A white-label / OEM program licenses the technology and brand-customized report layouts to skincare companies (named partners include SkinShift, Know Beauty, Tendril, and Caligenix) and is delivered in as little as 3–4 weeks; the company states its technology powers 70% of DNA skin tests globally through such partnerships. Clinical-grade sales run US$299–$349 per test via dermatologists, aestheticians, and 400+ partner clinics in Australia alone, with regional distributors operating across BeNeLux, China, the UAE, the USA, and Canada. Certifications including ISO 9001, HIPAA, GDPR, and Australian Privacy Act compliance are explicitly marketed to enterprise partners. No external funding rounds, revenue figures, or headcount beyond the 11–50 band are disclosed in available sources.

Name

SkinDNA Clinics

Legal name

Genomics AU Pty Ltd

Website

https://skindna.com.au

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

SkinDNA Clinics is an Australian genomics company that operates a DNA-based genetic skin testing platform for personalized skincare, serving consumers, skincare brands (via white-label licensing), and dermatologists across more than 20 countries through distributors and 400+ Australian partner clinics.

Ownership category

akta.pro rank

Product category

Genetic Skin Testing

NAICS

Medical Laboratories (621511)

SIC

Services-Testing Laboratories (8734)

akta.pro primary industry

Genetic & Genomic Testing (germline, somatic, carrier, pharmacogenomics) (HLAAALAD)

Keywords

• DNA skin testing
• Genetic skincare analysis
• Skin aging genomics
• Dermagenetics database
• White label diagnostics

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Genetic Test Sales: Sale of SkinDNA® Genetic Test kits directly to consumers through e-commerce website. Customers purchase the test kit, collect DNA sample via cheek swab, and send to laboratory for processing. Results delivered within 5 business days.
2. White Label / OEM Licensing: Licensing of proprietary technology, algorithms, and branding to skincare brands and companies. Complete custom rebranded DNA test solutions tailored to skincare lines, including packaging, report designs, and recommendation protocols. Turnaround time of 3-4 weeks for custom solutions.
3. Distributor Partnerships: Revenue generated through authorized distributor network in Europe, Asia, GCC, and North America. Distributors sell SkinDNA® branded tests or white label solutions in their respective territories.
4. Professional/Clinic Sales: Sale through dermatologists, skincare professionals, aestheticians, and beauty clinics. Available via face-to-face consultation at partner clinics with personalized treatment recommendations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

SkinDNA Clinics provides DNA-based skin genetic testing from cheek-swab samples sent to a laboratory, analyzing SNPs linked to skin aging and generating a personalized SkinDNA report. The output is a scientifically selected skincare program and recommendations for topical, nutritional and professional treatments based on genetic results.

Product overview

SkinDNA Clinics offers a genomics-powered personalized skincare platform centered on the SkinDNA® Genetic Test, which analyzes 16+ genetic markers (SNPs) across 12 skin functions organized in 5 categories to generate personalized skincare recommendations. The core product is complemented by proprietary scoring algorithms (DG-Therom™ and Mazy Scale™) and a Recommendations Engine that provides personalized topical ingredient, supplement, and professional treatment recommendations. The company also offers White Label / OEM solutions allowing skincare brands to license the technology under custom branding. The technology is distributed globally through authorized distributors and powers multiple partner brands.

Differentiator

Problem solved

Functional benefit

Brands

• White Label / OEM: Custom rebranded DNA test solutions for skin professionals and skincare companies

Products and services

• SkinDNA® Genetic Test A genetic skin testing kit that analyzes 16+ genetic markers (SNPs) across 12 skin functions organized in five categories: Firmness & Elasticity, Glycation Wrinkling, Sun Damage & Pigmentation, Free Radical Damage and Skin Sensitivity. Customers collect a cheek-swab sample and receive a SkinDNA Score, personalized ingredient recommendations and a tailored skincare program.
• White Label / OEM Genetic Test Solutions Custom rebranded DNA testing solutions for skin professionals and skincare companies, including custom report layouts, packaging designs, product scoring algorithms and personalized product recommendations. The solution can be developed in as little as 3-4 weeks.

Quantifiable outcome

• 1 in 3 people have a genetic variation predisposing skin to accelerated collagen breakdown
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered primary, flagship and core.

• Aging ExpertsprimaryChannel Partner/ Reseller/ DistributorAuthorized distributor for SkinDNA® branded products in Belgium, Luxembourg, and Netherlands (BeNeLux region). Contact: [email protected], website: theagingexperts.nl
• SkinDNA ChinaprimaryChannel Partner/ Reseller/ DistributorAuthorized distributor for SkinDNA® products in China. Contact: [email protected], website: skindna.vip
• Leader Life SciencesprimaryChannel Partner/ Reseller/ DistributorAuthorized distributor for SkinDNA® products in UAE (GCC region). Contact: [email protected], website: leaderlifesciences.com
• CaligenixprimaryChannel Partner/ Reseller/ DistributorAuthorized distributor for SkinDNA® products in USA. Also powers SkinShift brand with SkinDNA Technology. Contact: [email protected], website: caligenix.com
• DNA PowerprimaryChannel Partner/ Reseller/ DistributorAuthorized distributor for SkinDNA® products in Canada. Contact: [email protected], website: dnapower.com
• SkinShiftflagshipOEM/ Whitelabel/ Licensing PartnerWhite label partner using SkinDNA Technology for personalized skincare recommendations. Dr. Ruthie Harper's practice featured in CBS News segment. Powers brand with SkinDNA genetic testing.
• Know BeautycoreOEM/ Whitelabel/ Licensing PartnerSkincare brand powered by SkinDNA Technology for genetic-based personalized beauty recommendations.
• TendrilcoreOEM/ Whitelabel/ Licensing PartnerBeauty/skincare brand powered by SkinDNA Technology for genetic-based product recommendations.
• Inskin CosmedicscoreChannel Partner/ Reseller/ DistributorAustralian distributor of SkinDNA and several cosmeceutical brands. More than 400 clinics use the test through this partnership. CEO Marie Enna-Cocciolone has promoted SkinDNA as taking guesswork out of skincare recommendations.
• The Face Place (Dr. Catherine Stone)coreChannel Partner/ Reseller/ DistributorNew Zealand clinic offering SkinDNA test as base tool combined with visual analysis. Dr. Stone described as excited about the opportunity to provide personalized skincare based on genetics.
• Kate Kerr CliniccoreChannel Partner/ Reseller/ DistributorLondon-based holistic facialist at Phi Clinic using SkinDNA for FutureSkin DNA service (£495), providing comprehensive skincare consultations. Featured in Good Housekeeping (2017) as best personalized skincare consultation.
• Wellbeing Genomics Pty LtdcoreStrategic or Co-development PartnerParent/research company that led the original SkinDNA™ research collaboration involving geneticists, cosmetic physicians, skin scientists, and volunteer study participants commencing work in 2006.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Viome: Personalized health and wellness company selling at-home tests with tailored nutrition and skincare recommendations. Comparable to SkinDNA in the broader personalized-at-home-test-and-recommend category targeting beauty and longevity.
• EasyDNA: International consumer DNA testing provider offering a broad menu of genetic tests including health, wellness, and skin-related reports. Comparable to SkinDNA as a multi-channel DTC and distributor-based consumer genetics operator.
• CircleDNA: Premium consumer DNA test offering health, wellness, and skin-related genetic reports across Asian markets. Comparable to SkinDNA in DTC genetic testing for skin traits and in competing for similar premium health-conscious consumer segments.
• Helix: DNA testing platform offering an app store for genetic insights, including skin and wellness partners. Comparable as a genomic infrastructure / white-label enabler serving consumer health and beauty brands, similar in model to SkinDNA's white-label program.

Broad incumbents

• Ancestry: Global leader in consumer DNA testing with a massive proprietary genetic database. Comparable to SkinDNA in DTC genetic testing infrastructure and scale of consumer DNA samples, though currently focused on ancestry rather than skincare.
• 23andMe: The largest direct-to-consumer genetic testing company, offering health, ancestry, and trait reports including skin-related traits. Overlaps with SkinDNA in the consumer genomics category and represents the dominant scaled competitor that could expand into dermagenetics.

Direct peers

• Orig3n: U.S.-based consumer genetics company offering DNA-based insights across wellness, fitness, and skin categories. Direct comparable in using SNP panels to deliver personalized skincare and beauty recommendations to consumers.
• SkinShift: White-label customer of SkinDNA powered by SkinDNA's technology and founded by Dr. Ruthie Harper. Directly comparable as a branded DNA-based personalized skincare offering built on top of the same underlying platform.
• DNACode: Specialized consumer genetics company offering DNA-based skin and beauty recommendations using SNP analysis. Closely comparable to SkinDNA in product offering, scientific approach (SNP-based skin reports), and target end-customer.

Regional players

• Mapmygene: India-based consumer genetic testing company offering health, wellness, and trait-focused reports. Comparable to SkinDNA in DTC genomics and personalized wellness, with overlap in product categories but largely non-overlapping geography.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SkinDNA Clinics