Genetics Startup Is Working To Create A Completely Personalized, DNA-Based Range Of Products
DNA data has the potential to drive brands forward to new levels of unique product personalization
DNA sequencing just over a decade ago was an extremely expensive proposition costing approximately $3 billion dollars. Today, DNA sequencing, done mostly by San Diego-based company Illumina, has become a critical part of healthcare technology. A new spinoff of Illunina, called Helix, is hoping to democratize genomics to reveal insights into a person’s lifestyle and personality traits that could eventually be used by brands to sell services and products.