'Genetically-guided' cosmetics

"We see the mapping of the human genome as a starting point for true customisation of cosmetic and personal care products. We really believe this is an exciting area as an emerging market,"​ said Arch business director Andy Banham.

In the future Arch is hoping that consumers will be able to go to cosmetics counters, submit a DNA swab test, and then receive a custom-designed cosmetic specifically tailored to individual genetic profiles.

There are already products on the market that claim to provide genetic-based formulations but some dermatoligists remain skeptical.

"Although it is possible to obtain DNA from a cheek scraping, it is impossible, at this time, to create a cream to meet an individual's needs based on her genetic make up,"​ said a member of the American Academy of Dermatology Leslie Baumann.

Arch Personal Care Products​ however claims to have developed ingredients built on a family of active ingredients known as 'SNP-Derms', which the company said are designed to solve problems with aging, wrinkles and anti-oxidant deficiencies.

The new ingredients - presented at the International Cosmetics Expo Conference earlier this month - offer skin care product manufacturers and marketers the ability to use Arch's ingredients, which work closely with GeneLink's​ testing systems, to design custom cosmetics.

Whether acclaimed for its science or marketing potential, the revelation of 'genetically-guided' cosmetics lies with the interests of the major cosmetic manufacturers.