O Boticário develops genetic testing to personalize skincare routines

O Boticário , one of Latin America's most influential beauty companies, renowned for its investment in consumer-focused innovation, is exploring personalization at a deeper level with genetic testing for skincare. The company aims to build routines based on individual biological information, incorporating genetic variables into its cosmetic recommendations.

This case is relevant because it takes the conversation about personalization beyond traditional diagnoses based on observation or questionnaires. Here, the starting point is DNA as a source of information for understanding predispositions related to processes such as skin aging, antioxidant response, or the skin's behavior in response to external factors.

This connects to a broader shift in the industry: personalization is beginning to move from segmentation to precision. Routines are no longer built solely on broad categories—dry, sensitive, mature skin—but are now being designed around much more specific individual variations.

On a cultural level, it also reflects how beauty is increasingly intertwined with the languages of health, biotechnology, and data. The skin is beginning to be understood as something that can be read, anticipated, and supported through layers of information previously absent from the cosmetic discourse.

Beyond the technology itself, the interesting thing is the question it leaves open: if care begins to be built with genetic information, what does personalization really mean?

✳️ SPApreneurs Insight

This case highlights a powerful idea: personalization doesn't always depend on complex technology, but rather on the depth of the diagnosis that informs a recommendation. In the cockpit as well, personalization can mean better interpreting variables that might otherwise go unnoticed.