Going through the doors of the “Jino” company is like looking at the future of the space age, where ideal beauty prevails. You see graceful women wearing high-heeled shoes, wearing lipstick and wearing white coats wandering around the place, which is just a stone’s throw away from London’s chic boutiques on Bond Street.
On the shiny shelves of skincare clinics are fantastically priced treatments of up to 3,000 pounds ($ 4,320) for a six-month course. What is the reason for customers wanting to pay a heavy price for a specific face powder made by the designing company? The reason for this, Jino says, is that this powder is absolutely perfect for them. She notes that she uses customers’ DNA to prepare the appropriate treatment for each individual’s face.
The company adds that interest in the use of genetic information to maintain lasting youth is gaining in popularity among wealthy professionals, and is the engine to increase sales. These supposed solutions to treatment by relying on DNA analysis are gaining momentum in cities such as London, New York, Los Angeles, Singapore and also in the Middle East and Russia.
In Gino, like many other companies, a saliva swab is taken from the customer and a basic DNA test can be performed and results can be obtained within 30 minutes with a higher fee, or the swab can be sent for analysis in a laboratory at Imperial College London and the results are ready within 48 hours .
Antioxidants are analyzed in each person’s body. This helps measure how the skin protects itself from natural damage (and thus wrinkles) and collagen, a protein made up of amino acids that decreases with age, the clinic says.
Detailed beauty for each case
In 2014, Canadian research analysts conducted a study in “The Canadian” company in which they asked 2,000 British customers about their attitudes towards skin care designed for each person personally. The results showed that 45 percent of the participants showed an interest in the scientific approach to personal skin care, and many of them expressed their willingness to visit a laboratory Specialist for the desired benefit. 54 percent said they were willing to provide blood, skin and hair samples to help develop tailor-made products.
This may be true, but for many gene experts the idea itself is suspicious.
Among them was Nicholas Liskom, a geneticist and professor at University College London, who said that “Geno” and other beauty clinics that develop DNA-based skin treatments “are currently looking at differences in two genes, which I could not identify.” “
“Aging of the skin is highly susceptible to environmental signs, not to heredity, for example, if there are genetically identical twins and one lives in a tropical region and the other in the Arctic, each will have different skin. As far as I know, the effect of antioxidants on the skin It is still not clear despite all the hype. “
However, this did not stop the customers from visiting these clinics, and then praised such treatments.
Martin Perimens is one of the satisfied customers of these treatments, and Perimans has been using these products for two years. “Because my skin is so dry, I would have hoped that products made specifically for my skin would treat the problem more than anything else on the market,” she says. While Breymans, who works in management, does not notice the results daily, but says she notes an immediate difference if she stops using these products.
“These products have improved my skin more than the powders and serums I used previously. I think it is the new frontier in skin care.”
Beyond beauty products
One of the many methods based on DNA testing that wealthy professionals boast is the haute couture approach applied in the field of cosmetology. In the United States, for example, companies like “INSTESTINARY DNA” are promoting new tests to unveil your true ethnic heritage, and participants of these tests can share it on social media.
Because of the inherited differences in certain genes, the extent to which the body responds and the nature of the response to daily life differ from person to person. So an individual’s genetic makeup is one of the main reasons explaining why not all of us are both susceptible to diabetes or a heart attack. It is one of the main causes of individual differences in response to dietary intervention or regular physical exercise.
More serious medical examinations are said to indicate the extent to which a person is subject to genetic conditions such as Parkinson’s disease or cystic fibrosis, although this, as the companies conducting these checks indicate, is not at all a guarantee that you will develop the disease.
The personal genetic screening service called “23 & Me”, which was launched in 2007, is offering DNA tests with limited gene maps of approximately 125 pounds ($ 199). The company focuses on tens of thousands of genetic variants related to the traits and states most known to scientists.
Donna Abrahart, 56, from the British city of Portsmouth, knew that her relatives had died in the 1950s and 1960s due to cystic fibrosis and wanted to investigate the issue. Abrahart, a branch manager at a trade union, went to “23 & Me” and the test results showed that although she had a cystic fibrosis mutation, she was only a carrier of the disease. But it also gained more valuable medical information.
“I also suffer from gastric reflux and sometimes the proton pump inhibitor did not work well. My results showed that my metabolism is rapid,” Abrahart said. This means that when you suffer from gastric reflux, you may need a higher dose of treatment. She raised the issue with her general practitioner, who prescribed additional medicines for her.
Katrina Chandler used 23 & Me services and spent 125 pounds ($ 199) because she wanted to know more about her genealogy. Chandler, 34, a London resident, was an adoptive daughter, and knows little of her biological parents. Before taking the test, she believed that her race might have been a Chinese, American or European mixture, but the “23 & Me” test revealed she was 100 percent from Southeast Asia.
“When I got old, I found that every time I visit doctors or a dentist or fill out a medical form, I constantly face questions about family history,” she said.
Chandler discovered through more detailed results that she had “two genes that are found in fast enemy practitioners.” She was not completely surprised, and said, “I run regularly and finish the race as my specialty.”
As for Matt Roberts, he is offering DNA tests at £ 249 ($ 360) through his upscale gyms, including the five-star 45 Park Lee Hotel in the upscale May district of London. Roberts says that tests can indicate the frequency and intensity of exercise and even the optimal diet for customers.
“The main benefit of a DNA test is that it excludes much of the guesswork,” says Roberts. “It provides information about endurance, strength, the highest percentage of oxygen absorption in the body, the risk of injury, and the speed of recovery.”
Roberts adds that the test shows an individual’s genetic predisposition to a range of different reactions. The genetic information being tested shows the possibilities associated with the results that can emerge, including the strength of soft tissues and the rate of muscle recovery, as well as giving guidance on any type of training expected to respond to the body more than others.
The test also shows that a person may have a high sensitivity to caffeine, sugar, alcohol, fat and many other types of food. Although all of these results are great and sometimes proven useful, they represent only one aspect of comprehensive information when it comes to diet and training, according to Roberts.
Propaganda or the truth?
Not everyone believes this publicity.
“Genetic differences play a very small role in the most common diseases. So tests are generally misleading because they imply genes are important in determining whether you should eat a healthy diet or stop smoking,” says Dr. Helen Wallace of the Jane Watch research group. Or enough exercise, but it is not. “
And Dr. Wallace adds that there are some relatively rare forms of cancer and other diseases caused by genetic factors to a large extent, “but it is better to conduct tests on the genes in question by medical professionals than people with a strong family history of the disease.”
Indeed, Wallace believes it is best to avoid all genetic testing that is sold directly to consumers because consumers currently have no way of knowing which tests are reliable.
But LScom does not go that far, as it sees scope for DNA tests that target the consumer directly. “People are inherently curious to know more about themselves and to know one’s DNA sequence is at the heart of their identity. And the technology that defines sequencing and genotyping is already there,” he says.
The important factor here is how to interpret the information provided, and to search for information that could be useful to your health before anything else.
For a person with a specific disease, DNA or genetic maps can help to better understand their condition.
Abrahat, convinced of the usefulness of the tests, agrees with this view and says: “I feel that I have gained more knowledge about my health and I think this is positive.”