24K Cocoage Massage at Anake

According to marketing consultancy Epsilon, 80 per cent of consumers are more likely to “do business with a company if it offers personalised experiences.” Once the realm of bespoke suiting and haute horlogerie, personalisation is now de rigueur for many industries. It’s no surprise then that grooming and skincare is also jumping on the bandwagon.

Anake burst onto the scene in late 2020 with its end-to-end DNA-based skincare experience. Co-founders Anna Melman and Liron Shalev conceptualised Anake during the pandemic. With the plethora of products out there, the duo believed that genetic testing could help consumers decide what was best not only for their skin but also what made sense based on their genetic profile.

It’s a seductive promise, which was why I readily accepted Anake’s invitation to experience the journey. The process is simple. You get a box containing a cotton bud, which is used to swab the inside of your cheek. Place the bud with your DNA sample in the bottle and a courier will pick it up from you. About two weeks later, Anake will reach out to arrange for an appointment with one of its skin consultants who will go through the results with you.

I was prepared for the worst. As a teenager, I battled with tenacious acne that left many dents on my self-confidence and my face. I was certain that the consultant’s shaking head and a laundry list of issues would accompany the test results.

(Related: Spending a month with luxury skincare Noesa’s cleanser and moisturiser)

The Anake boutique at Wisma Atria.
The Anake boutique at Wisma Atria.

I was pleasantly wrong. My consultant said my DNA lent itself to an excellent foundation for good skin. I didn’t have sensitive skin, was not predisposed to skin cancer and did not have premature ageing. The only major issue was skin laxity – it would sag quicker than usual.

“But having good DNA for skin doesn’t mean that you don’t have to take care of it. You still have to put in the time and effort to maintain your skin so that it can maximise its potential,” she said. That was the problem for me. It’s a bit like that adage: hard work beats talent when talent doesn’t work hard.

When the consultant looked at my skin, the head shaking came, mainly because I didn’t work hard enough when I was younger to take care of it.

Fortunately, Anake does the hard work for you. The boutique recommends treatments and products that suit your skin genetics. For mine, it proposed facials that promoted collagen renewal and reversed sun damage. And lest you’re wondering if Anake only suggested the treatments and products from its stable, the consultant advised me on what to look out on the ingredients list when purchasing grooming products from other brands and stores.

Personalised service given without the promise of a sale? That’s a plus in my book.

(Related: How Skin Inc founder Sabrina Tan harnessed digital marketing and social media to grow her brand)