Tiesitkö, että perintötekijät määrittävät 60 % ihostasi?

Did you know that genetic factors determine 60% of your skin?

Puhdas+ BEAUTY DNA is a new and innovative skin care concept that offers specific products based on the consumer's own genetic characteristics. An easy-to-do DNA test reveals the secrets of genetic inheritance and we provide the answers.



The most outwardly visible signs of aging are changes in your skin. Skin properties such as elasticity, moisture, antioxidant capacity, sun sensitivity and tissue repair determine a large part of the health and external appearance of an individual's skin. In addition, gender and ethnic background play a role in the characteristics of the skin and thus the necessary treatment.

Skin aging processes are influenced by both your genetic factors and environmental factors. According to research, the effect you inherit is up to 60%. Environmental factors, such as exposure to the sun, smoking, fatty/sugary diet and external stressors thus affect the remaining 40%.

The test tells you what your skin really needs

The Beauty DNA test tests 6 skin characteristics:


You will find out which of these characteristics are your genetic strengths and which areas are weaker. After doing the test, you can invest in skin care in a completely new way. The test guides you in the right direction when choosing skin care and thus you can concretely make the right choices for the rest of your life. You'll also get an insight into which lifestyles can improve the appearance of your skin and you'll get the pampering you deserve.

With the right kind of skin care and lifestyle, you can make use of your genetic strengths and on the other hand develop weaker areas and reduce the likelihood of risks occurring.

this is how it works

  • The Beauty DNA test kit contains detailed instructions and a sampling stick.
  • You can easily take the test at home. The sample is collected as a cheek cell sample simply with a soft and painless sampling stick from the inner surface of the cheek.
  • Send your sample to our laboratory. Shipping is already paid. Your sample will be analyzed in a laboratory in Finland following the best methods and absolute privacy and confidentiality.
  • You will receive the test results in 1-2 weeks.
  • Your test report contains detailed information about your genes.

    Based on the DNA test, a suitable Beauty DNA serum will be selected for you, which meets exactly the needs of your skin!

    6 skin characteristics:


    Skin elasticity refers to your skin's ability to stretch and spring back into place. Skin elasticity gives us plump, healthy-looking skin. When the skin loses its elasticity, it starts to sag and wrinkle.

    The elasticity of the skin is at its best when young and slowly decreases with age, as the natural production of collagen decreases.

    Both environmental and hereditary factors play a significant role in the elasticity of an individual's skin. Repeated exposure to sunlight (or other UV radiation) increases the activity of MMP enzymes. Certain gene variants have also been linked in studies to increased MMP activity and thereby to premature aging of the skin, such as wrinkling. In addition, hormonal changes during menopause in women have been linked to a decrease in skin elasticity.


    Skin dryness is very often caused by external factors, but it is also boosted by genetics. Skin dryness weakens the skin's condition and defenses. Skin that is often prone to dryness is also easily irritated.

    "Dry" is used to describe a skin type that produces less sebum than normal skin. As a result of a lack of sebum, dry skin lacks the lipids it needs to retain moisture and build protection against external influences.

    Taking care of the appropriate moisture and hydration of the skin is an important preventive factor against skin aging. Aquaporins are membrane proteins that mainly transport water between cells. In addition to water, they also transport glycerol and urea. According to research, the function of aquaporins is partly hereditary and is connected to the moisture of the skin and the ability to absorb moisture.


    Over time, each of us is exposed to an oxidation reaction, which can be seen in different changes in the skin. The most noticeable skin changes are sagging, fine lines, deepening of wrinkles and dryness. On the other hand, so-called external aging is the result of the influence of many environmental factors. These include, for example, exposure to air pollution, wrong lifestyles and chronic exposure to sunlight.

    Antioxidants are commonly used topically and can help fight the skin's oxidative reaction. Antioxidant products are the most effective weapon in skin care

    These damages are caused by so-called free radicals formed by sunlight, smoking, smoked foods, a diet high in sugar and fat, and some pro-carcinogens in the environment. The genes studied here encode antioxidant enzymes that protect against oxidative stress by encoding enzymes that process harmful substances.


    Although excessive UV light from the sun is harmful to everyone, this property can be genetically more sensitive for some of us, in which case skin damage caused by the sun can be clearly stronger.

    "Photoaging" differs from chronological aging in that the harmful effects of UV rays – from the sun or artificial tanning sources – change normal skin structures.

    Light skin color is usually combined with sensitivity to sunlight, especially if the hair color is red/reddish. The genes studied here are associated with susceptibility to sunburn, poor tanning, and freckles. Individuals with darker pigmentation tend to retain the skin's youthful qualities for longer.


    Skin pigmentation disorders, or liver spots, are an unpleasant but familiar phenomenon. Pigmentation is caused by damaged skin cells

    Dark spots are color deposits and are caused by local melanin or a local increase in the number of melanocytes. from overproduction

    Skin pigmentation disorders, or liver spots, are an unpleasant but familiar phenomenon. Pigmentation is caused by damaged skin cells. Dark spots are color deposits and are caused by local melanin or a local increase in the number of melanocytes. from overproduction

    Hyperpigmentation is usually harmless, but it can also be due to hormonal reasons. Also, certain medications can also cause your skin to darken. It's more of a cosmetic issue for most people.


    For some of us, the fluid circulation of the body and skin works lazily and it causes swelling on the face, especially around the eyes. Diet and exercise are key when it comes to lifestyle, but skin care and facial massage can also get the lymphatic circulation rolling and swelling under control.

    It's good to remember to apply the serum to the skin, gently and thoroughly massaging it, so that the metabolism of the face is revved up. You can also use a jade roller or a guasha comb to help. Sagging and puffiness of the skin is a genetic characteristic that appears in aging skin and is influenced by several factors. The decrease in collagen production due to genetic factors and aging affects the structure of the skin around the eyes in particular: the decrease in the amount of collagen in the microvessels causes the skin to sag and wrinkles to form.

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