Precision skin care: Anake aims to empower consumers to make more accurate skin care decisions with DNA-based personalisation

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.

“Not only are people unable to test out products in-store, but they are also now buying more and more of their products online. Online, you can only look at the ingredients, so it’s more important to know what ingredients are good for your skin,” ​said Melman.

“You know what foods are good for your health, so why not find out exactly what ingredients your skin can benefit from.”​

The company’s decision to launch the Skin DNA test kit (SGD299) to help consumers be more precise in their skin care choices.

It partnered with Australian genomics company SkinDNA, giving it access to a large derma-genetics database with more than 6,400,000 DNA data points from populations around the world.

The kit tests over 15 genetic markers and uses proprietary algorithms to identify genetic factors. Additionally, the brand also collects a questionnaire with skin, lifestyle and genealogy questions.

The test utilises a simple swab test that can be ordered from the Anake official website or acquired from its store. The DNA sample will be sent to a lab in Australia where it will be processed.

According to the firm, the results will take roughly two weeks. The tester will receive the results back in the form of a comprehensive report that will reveal the skin’s unique characteristics and provide a blueprint to safeguard future skin health.

End-to-end service

The Skin DNA test kit is only the first part of Anake’s four-step approach to beauty. Aside from the kit, Anake also offers skin care products and treatments.

Once consumers obtain their report, they will also receive a free skin consultation with the firm’s AI-powered Skin Analyser technology. With both the DNA analysis and expert consultation, the company can fully customise a beauty regime and treatment plan.

Melman highlighted that a consumer that purchases the Skin DNA test kit will not be obligated to undergo and skin consultation or treatment.

“They are not obligated to do anything. We will offer them what we have, but they can take their result and buy your own products and knowing what is really good for them.”​

In the next 12 months, the company will be focused on building the brand locally. Moving forward, the firm intends to expand its business with market expansion.

“In the next three years, I see Anake growing in its reach and presence while continuing to make inroads into the local market. Expanding internationally is also a long-term goal for our brand, and​ we want to provide all our customers with the most personalised and professional skincare experience,”​ said Shalev.

Melman added that the firm is also considering developing its own skin care products to offer its clientele more personalised beauty options.

“Our vision is to continuously grow Anake’s footprint and reach in the long run, and eventually become the most preferred beauty brand in Singapore and all across the Asia Pacific.”​