Introduction

In 2021 I wrote a panel discussion commentary on personalized skin care, asking the question “Are your skin care requirements as unique as your fingerprints (1)?” I went on to comment that “The post human genome era resulted in the development of new tools and techniques available to better understand the differences and similarities among all skin types with respect to skin care. Numerous papers identifying physical and biological markers focused on skin barrier repair, metabolism, wound healing, inflammation, skin coloration and aging for diverse skin types are increasingly being published.” A 2019 MIT Technology Report stated that more than 26 million people have taken an at-home ancestry DNA tests (2). These tests frequently include a health report on request. A panel of skincare experts commented on the topic of personalized skincare, here is a summary of the comments; “The ability to use gene profiling to evaluate the range of skin types to optimize skin care products is promising, however testing of many ingredients is frequently limited to Caucasian skin. It is known that different skin types react differently to various exposures, light and surfactants. More gene expression studies correlated with biological markers and clinical studies are needed to validate conclusions before one could suggest the optimal ingredient for cosmetics. Consumers must feel secure that their personal data will be secure and not shared or exploited for commercial gain. It is very likely that artificial intelligence systems will need to be part of the gene profiling analysis program given that so much data is generated from gene profiling. Gene profiling is just part of a comprehensive personalized skin care program, what are the influences of lifestyle, environment, microbiome, the exposome? All these elements must be evaluated to understand the synergy of each on the individual’s biological pathway.”

With these valid comments in mind, the commentary concluded that going forward, understanding the link between genotype, phenotype, lifestyle, and “active” ingredient(s) will be critical to guide the formulator in creating effective personalized cosmetic products. Gathering this information is a complex task, with no universal agreement among scientists that the data currently published will result in stopping or reversing aging, and further studies are needed. Considering these comments, it is interesting to review the status of personalized skin care.

Current State of Personalized Skin Care

Precedence Research published a report online on February 9, 2024 (3) entitled “Direct-to-Consumer Genetic Testing Market Size.” The research reported that global direct-to-consumer genetic testing market size was estimated to be 1.72 US billion dollars in 2022 and projected to increase to over 7.6 US billion dollars by 2032. North America dominated the at home testing market during 2023, and that the American Medical Association is advocating for genetic testing under guidance of a physician and encouraged patients to discuss genetic testing with their physician. Increased consumer awareness is driving the growth of at home testing. Current trends including a growing culture of consumer empowerment and heightened desire for more personalized services that are contributing to this growth as well.

Recent Patents

During 2022 Proven Skincare, a company using artificial intelligence (AI) was granted a US patent for a personalized skin care process using AI (US Patent No. 11,328,338). The patent protects the “ability to continuously monitor changes in its customers such as geographical location, age, and lifestyle changes, and adjusts products and product recommendations in real-time.” Another patent assigned to L’Oreal (US 11,741,523) in 2023 is based on personalized skincare recommendations on biomarker analysis. The patent describes “a computer-implemented method of providing a skincare product recommendation.” A computing device links certain protein biomarkers with clinical signs of aging, providing skincare product recommendations. US Patent Application No. 2023/0018930 A1, publication date January 19, 2023, was filed by Aesthetics Biomedical, Incorporated located in Phoenix, Arizona. The application discloses compositions, methods, and systems for treating skin damage or signs of aging by obtaining whole blood from the subject, collecting platelet rich plasma (PRP) and creating a topical formulation having the PRP. PRP contains growth factors that are released into the skin.

Industry and Personalized Skin Care

In recent years the skin care industry focused on the influence of the microbiome on skin health. The skin’s microbiome varies among individuals and changes over time associated with the environment and diet. The microbiome of skin has the potential to offer insight into an individual’s skin condition, making it a target for personalized skin care. Shiseido Europe S.A. a subsidiary of Shiseido Company acquired outstanding shares of Gallinée Ltd.; a company dedicated to caring for the skin’s microbiome head to toe. A San Francisco, California, USA company named HelloBiome uses AI technology to prepare a personalized skin care report with personalized skin care regime recommendations. The report uses microbiome Next-Generation sequencing and supervised machine learning. During 2022, Beiersdorf acquired a majority stake in Belgian skin microbiome research company S-Biomedic. The company is focused on “restoring balance in the skin microbiome,” imbalances within skin’s microbiome are associated with a variety of skin conditions, including acne, eczema, and rosacea. Targeted modulation of the human microbiome offers potential for revolutionary therapy, according to the company. During 2021 Eurofins acquired DNA Diagnostics Center to expand its genetic testing capabilities and enter the consumer testing industry, suggesting the genetic testing market in North America is expected to grow significantly over the next years.

Looking Forward

During March 2023, Euromonitor published a Megatrends: Personalization report (4). The report concluded that “the growth of individualism and self-oriented lifestyles is influencing rising consumer expectations for highly customizable and personalized products and services. These demands are increasingly met by improvements to technology and data collection that provide consumers insights on their individual interests, lifestyles, health, nutrition, and body, with enterprising companies offering solutions to address concerns that arise from this information.” With these comments in mind, Euromonitor identified 10 of the most influential megatrends set to shape the world through 2040. Personalization is included in the 10 megatrends. We can expect personized skin and hair care to continue growth, skin care companies who enter this space will have to ensure consumers are well educated in their technology offering and that the recommended technology will provide the claimed benefits.

Looking Forward

During March 2023, Euromonitor published a Megatrends: Personalization report (4). The report concluded that “the growth of individualism and self-oriented lifestyles is influencing rising consumer expectations for highly customizable and personalized products and services. These demands are increasingly met by improvements to technology and data collection that provide consumers insights on their individual interests, lifestyles, health, nutrition, and body, with enterprising companies offering solutions to address concerns that arise from this information.” With these comments in mind, Euromonitor identified 10 of the most influential megatrends set to shape the world through 2040. Personalization is included in the 10 megatrends. We can expect personized skin and hair care to continue growth, skin care companies who enter this space will have to ensure consumers are well educated in their technology offering and that the recommended technology will provide the claimed benefits.