Selfridges extends Geneu DNA testing service

Customers can continue to receive a personalised skin care profile at the London store

After the success of its Geneu pop-up in November, Selfridges is relaunching the skin care brand in-store for three months.

Customers will be able to go to the London store and receive a personalised skin care profile based on a DNA saliva-swab.

In the same-day the brand will determine the collagen breakdown and antioxidant protection required to provide customers with a tailored set of serums.

DNA samples collected from Selfridges before 2.30pm will receive their results and products by 5.30pm the same day.

The Geneu DNA Test is £89, and Geneu serum packages start from £200.