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Day serum, night serum, body lotion: the three BeautyMe products
Novogenia makes exactly three personalized skincare products: a day serum, a night serum and a body lotion. The day serum accompanies the skin through the day and goes under sunscreen, the night serum provides care in the evening, and the body lotion brings the same genetically matched care to the skin of the body. In all three products, the genetic skin profile determines the selection and dosage of the ingredients. They are formulated and filled in Eugendorf near Salzburg – as BeautyMe for resale, as white label under your brand or with your own formula, in each case from small batches.
Your skin does not tick the same way around the clock
The same skincare in the morning and in the evening? A look at the skin’s daily rhythm suggests otherwise. Researchers measured 16 healthy adults every two hours over 24 hours: how much water the skin loses, how acidic and how warm it is, and how moist its outermost layer is – on the forehead, forearm, upper back and shin. Most of these values followed a daily rhythm. The researchers concluded that the skin is more permeable in the evening and at night than in the morning (Yosipovitch et al., Journal of Investigative Dermatology, 1998).
Today we know: skin cells have their own internal clocks. They follow the beat of the central clock in the brain, but they can also tick on their own (Matsui et al., International Journal of Molecular Sciences, 2016).
From this we can conclude: day and night set the skin different tasks – and the body is yet another surface of its own. That is exactly how Novogenia’s cosmetics line is built. We make three personalized skincare products: a day serum, a night serum and a body lotion. We do not make other formats.
What a serum is – and what it is not
In cosmetics, “serum” stands for a light product that brings care ingredients to the skin in concentrated form. Think of it as the espresso among skincare products: a small amount with a lot inside. A serum goes on the skin after cleansing, as the first care step.
What a serum is not matters just as much:
- Not a sunscreen: the day serum does not replace a sunscreen product. You apply sunscreen in addition.
- Not a medicine: BeautyMe products are cosmetic products. Under Article 2 of Regulation (EC) No 1223/2009, their purposes include protecting the skin and keeping it in good condition. Healing or treating is not among them.
The day serum: a companion through the day
During the day, the skin is exposed to the world: sun, wind, cold, dry indoor air. UV light releases free radicals in the skin, and this oxidative stress drives environment-related skin aging to a large extent – more on this in Skin and genes. For daytime care, this means: protection comes first.
The day serum goes on freshly cleansed skin in the morning. Let it absorb briefly, then apply sunscreen. Which ingredients the day serum contains and how high they are dosed is determined by your client’s genetic skin profile. Two clients with different skin profiles therefore receive a day serum with a different composition.
The night serum: care for the evening hours
In the evening, UV exposure falls away, and according to the measurements, the skin is more permeable in the evening and at night than in the morning. From this we can conclude: the evening is a good time for more intensive care.
The night serum goes on the skin in the evening after cleansing – once make-up and sunscreen have been thoroughly removed. Give it a few minutes before you go to bed. Here, too, the skin profile determines the selection and dosage of the ingredients.
The body lotion: the same genetics, more surface
Your genes do not stop at your neck. How well the skin holds moisture or how it responds to sun applies to arms, legs and back just as much as to the face. That is why a body lotion is part of the line. A lotion is a fluid, light product that spreads easily over large areas.
It is best applied after showering or bathing to towel-dried skin, especially to areas that dry out quickly. As with the serums, the genetic skin profile determines the selection and dosage of the ingredients – the same genetic basis, just on more surface.
The routine: morning, evening, after the shower
A good skincare routine is simple enough to keep up every day. With three products, it looks like this:
- Morning: cleanse the face, apply the day serum and let it absorb briefly.
- Next: apply sunscreen – every day, not just on vacation.
- Evening: thoroughly remove make-up and sunscreen, apply the night serum.
- After the shower: apply the body lotion to towel-dried skin.
- Keep at it: skincare is a daily habit, not a one-off event.
A tip for your consultations: new products are best tried first on a small patch of skin. If the skin becomes irritated, your client stops using the product. Symptoms belong with a dermatologist.
How personalization gets into all three products
All three products come from a single genetic analysis. The saliva sample – or genetic data that a partner already holds – becomes a genetic skin profile. The result changes which ingredients go into the day serum, night serum and body lotion, and how high they are dosed. Each product is mixed for one person. How the rule set behind it works is explained in Personalized cosmetics.
The products are formulated and filled in our cosmetics factory in Eugendorf near Salzburg, in the same building as the genetic lab. The saliva sample becomes a finished product without ever leaving the company or the EU. And because genes do not change, the skin profile stays valid for life – it is enough for every reorder.
The complete list of ingredients appears on the packaging, as required for every cosmetic product (Article 19 of Regulation (EC) No 1223/2009). What else must go on the label is shown in Labeling cosmetics.
For partners: three routes to the three products
Whether you run a beauty studio, a spa, a pharmacy or your own brand: you can get the three products by three routes.
| Route | What you get | Good to know |
|---|---|---|
| Resell BeautyMe | Day serum, night serum and body lotion, personalized after your client’s genetic analysis | no lab, no production, no start-up costs |
| White label | The same three products on a proven base formulation, with your logo, label and packaging, personalized on request; Novogenia never appears to the outside | on request, a small test batch so you can check texture, scent and look |
| Your own formula | An individual formula based on your idea or your wishes for active ingredients, implemented correctly in terms of galenics and regulation | 3 to 5 months of development |
All routes start from small batches; volume tiers and delivery times are part of the quote (Small batches, quantities and timeline). In spas and hotels, the skincare is available to take home or as a subscription after the stay. Novogenia takes on the role of the responsible person under the EU Cosmetics Regulation – this includes the safety assessment before market launch, the product information file and the notification (Responsible person, safety assessment, notification). Which route suits you is shown in White label, private label or your own formula?.
The three products in the studio, spa and pharmacy
A personalized serum does not sell from the shelf; it sells through conversation. This is how you build the three products into your daily work:
- At the consultation: the saliva sample takes only a few minutes and fits into an existing consultation or treatment conversation.
- At the handover: explain the routine in three sentences – day serum and sunscreen in the morning, night serum in the evening, body lotion after the shower.
- At reorder time: the skin profile stays valid. A fixed reorder appointment is a good occasion to talk about how the skincare is working for your client.
- In the team: the free NOVO Academy has a dedicated course on the genetics of skin. It is optional, and each completed topic earns a certificate.
How to sell the products in a studio, spa, pharmacy or online is described in Selling cosmetics.
How to talk about the three products
Good products deserve honest language. Under Article 20 of the Cosmetics Regulation, advertising must not attribute characteristics to a product that it does not have. For your copy and your conversations, this means:
- Suitable: “cares for the skin,” “protects against moisture loss,” “matched to your genetic skin profile,” “mixed for you” – provided the claim is substantiated.
- Not suitable: “sun protection” or a sun protection factor for the serums, “repairs,” “heals,” “fights inflammation” or “anti-aging” as a promise.
- Only what is inside: name only ingredients that are actually in the product – the list on the packaging is your benchmark.
More in Advertising cosmetics. If you want to combine care from the outside with nutrients from the inside, you will find the basics in Combining cosmetics and supplements.
Frequently asked questions
Does Novogenia also make creams, masks or sunscreen?
Does the day serum replace sunscreen?
Which ingredients are in the products?
Can we offer the three products under our own brand?
Is a new saliva sample needed for every reorder?
Related: Personalized cosmetics: how genes shape the formula · Combining cosmetics and supplements · Offer for beauty studios
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Request a project →Discover BeautyMeNote: This guide is general information for businesses and professionals and does not replace legal advice. BeautyMe products are cosmetic products; statements in this guide are not promises of cure. The genetic traits determined in a genetic analysis are well documented (each gene included is backed by at least three independent studies); recommendations for skincare and formulation derived from them are logical conclusions, not scientifically proven. Regulations can change; errors and changes excepted.