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DNA Consumer Service Genomics Labs Rebrands to DNA37

More information around DNA37’s new product offering will soon follow.


Genomics Labs has been a major player in the consumer service DNA business for a long time now, offering a variety of home kits and result options for users. The company recently announced some new changes to its structure and business model. 

Genomics Labs is now known as DNA37 and will operate with the new brand name moving forward. While there has been no announcement on what new products might be rolled out as a result of this rebrand, its current business model and previous products might give a hint.

Why This New Rebrand?

At a point in time, DNA tests were a novel concept that was out of the reach of everyday people. Thanks to the explosion of home DNA testing kits in the 2000s, practically anyone can have their DNA tested at home. Most commonly, these tests are being used to confirm biological relationships, like the paternity of children, and for people to find out their genetic makeup. 

As we are now in the 2020s, consumers want more out of DNA testing. The novelty of finding out your genetic makeup is lost on the public and there is more curiosity around what can be done with DNA testing. This has created a gap in the market for more creative and innovative DNA-based services. 

Also, the market for customized goods and services is exploding. From meal kits like HelloFresh to customized skincare, wine subscriptions, and even vitamins, the market is spoiled for choice for products that are not mass-produced but tailored to their needs. Oftentimes, these are designed through personality tests, online quizzes, and so on. If skincare products can be designed based on an online skin profile, what can be done with DNA?

This is likely the next direction that the consumer goods market will take and thus, now is a great time for an industry giant like Genomics Labs to rebrand. 

How DNA37 Comes In

Now that DNA37 is rebranding, we can make some guesses as to how their products will be used. Specifically, Genomics, now DNA37, has offered in the past, analysis of DNA to determine what health predispositions consumers have and how this could be tailored to planning a regimen including fitness plans that work best with their genetic makeup as well as meal plans. 

While all this is speculation, more information can be expected in the near future on what products and services customers can look forward to.

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Written by Carl Lang

Writer with experience living and working in over a dozen countries. Fascinated with emerging technology, especially transformational technologies around financial inclusion and innovation.

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