Exclusive interview

‘The future of beauty ​is personalised​’: Genomics and AI in bespoke beauty

By Lucy Whitehouse

- Last updated on GMT

‘The future of beauty ​is personalised​’: Genomics and AI in bespoke beauty
Discover our exclusive interview with an industry expert on the potential of technology to revolutionise bespoke, tailor-made beauty and personal care offerings.

Raya Khanin, Co-Founder at LifeNome will discuss ‘Personalisation using your Biology: Genomics + AI  = The ultimate in bespoke beauty​’ at the in-cosmetics Formulation Summit 2018​, running 24th-25th October 2018 at the Grange Tower Bridge Hotel.

Registration for the event is available here​. This is the first part of our interview with Khanin. Find the second part here​.

Genomics and AI: what can they offer beauty?

Genomics is the discipline that studies human genome (and genomes of other organisms). ​

No two humans are genetically identical, and on average, genomes of two random people differ by 0.1% that comprises over four million genetic variants responsible for ​changes in the sequences of genes and proteins, and regulatory instructions that turn genes on/off.

Hence, human genetic variations determine appearances, physical traits, susceptibilities to diseases, food preferences, vitamin imbalances, as well as skin traits (phenotypes).

Computational analysis (AI) of hundreds and thousands of human genomes identifies genetic variations that determine individual skin’s needs, skin ageing, allergies and sensitivities.

This enables the assessment of each individual’s skin traits and, therefore, suitable skincare products, shifting the paradigm from ‘one size fits all’ in the beauty industry.

By using intelligent AI analysis of large amounts of genomics data, combined with lifestyle and environmental factors, we are now able to create products tailored for individual needs.

Where have we seen this kind of technology in beauty so far, and how successful is it?

The beauty industry is relying more and more on the use of AI and new technologies ranging from voice-enabled coaches, AI-powered devices, beauty databases, and DNA-based skincare products.

For example, Olay’s Skin Advisor analyses the five main ageing areas of the face and advises customers on the best skin routine making for a more seamless shopping experience.

Recently released by FOREO LUNA, fofo is an AI-enabled cleansing device that is fitted with advanced skin sensors to collect data, design and optimise a personalised unique skincare regimen.

Start-up Proven has developed a database of hundreds of thousands of skincare products from over eight million customer testimonials and uses AI to develop customised skincare products for customers.

LifeNome, a company that I co-founded, ​developed a state-of-the-art beauty personalisation​ platform that includes a Knowledge Base on thousands of interactions between active ingredients and skin-related genes as well as genetic variations that affect those genes, and a Beauty AI engine that matches products to individuals.

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