Singapore firm Anake has launched a DNA-based skin care service in what it states is a bid to empower consumers with the ability to make more informed purchase decisions in a COVID-19 dominated world.

Established late 2020, Anake claims to be Singapore’s first end-to-end DNA-based skin care experience. The firm was co-founded by Anna Melman and Liron Shalev, who conceived the idea for Anake following the COVID-19 outbreak. Melman, who has eight years in the beauty industry under her belt, believes genetic testing can solve the problem of product confusion among consumers in the market today.
“There are just so many brands and products out there. We want people to be able to find what they need based on ingredients that are right for their skin, not just a brand name, or an influencer’s recommendation.”

The impact of the COVID-19 pandemic certainly did not help matters, she added. For instance, consumers were no longer able to test products out with in-store testers and had to purchase products online with limited information.

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Published by Amanda Lim on April 13, 2021