Holland & Barrett is piloting the world’s first express DNA test service at select UK stores, offering customers immediate genetic insights for skincare and better sleep.

The health and wellness retailer has launched the service in five stores, provided by medical and consumer genetics testing firm DnaNudge, Retail Week reported.

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The £30 cheek-swab DNA test analyses how quickly an individual can clear caffeine from their system, as well as the impact of oxidative stress on their skin.

Customers can then use their DNA report to find product recommendations tailored to their unique biology from Holland & Barrett advisers on site.

Holland & Barrett head of format Andrew Jones told the title: “We know that our customers are increasingly looking for personalised advice to help positively manage their wellness, and we’re delighted to be bringing this cutting-edge technology for our customers to use to help them understand more about how they can positively impact their health through nutrition and lifestyle changes.”

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