Home › White-label genetic testing guide

White-label genetic testing guide

White-label genetic testing: a guide to your own genetic-test brand and contract lab services

Reviewed by Dr. Daniel Wallerstorfer, molecular biologist and founder of Novogenia · Updated: 13 October 2026 · Reading time: 7 min

In short

Your own genetic-test brand does not require your own lab. You bring the brand, sales and the customer relationship; a partner lab delivers the saliva kit, lab analysis, report and, on request, a platform behind the scenes. Under your brand, you offer non-medical analyses; where the law requires it, medical analyses go through physicians. If you have your own interpretation or run research, you can use the contract lab for genotyping and raw data. In ten articles, this guide takes you through brand, process, law and research – including the specifics for Germany, Austria and Switzerland.

The interest is there – the question is who offers the test

How open are people in Europe to genetic testing? Back in 2005, a research team looked at this in six countries: Germany, France, Great Britain, Italy, Poland and Portugal. In a representative survey of 5,967 people, 66% said they would be willing to undergo genetic testing; 27% would follow a personalized diet. The researchers saw this as encouraging for personalized nutrition – provided that clear policies govern how genetic information is used and held (Stewart-Knox et al., British Journal of Nutrition, 2009).

The logical conclusion: interest is not the problem. What brings a test to people are brands they already trust – a health brand, a clinic, an insurer, an online store. And the second half of that finding matters just as much: trust grows from handling genetic data with care.

I am a molecular biologist and the founder of Novogenia. In our building in Eugendorf near Salzburg, Austria, a genetic lab, a supplement factory and a cosmetics factory sit under one roof. We sell exclusively through partners. With this guide, I want to show you how to build your own genetic-test brand – or how to use our lab as a contract lab for your own interpretation or research.

Four ways to work together

Contract analysis only, joint development or a white-label solution – the collaboration follows your model:

Route	What you get	Fits
White label	saliva kit, lab analysis, report and, on request, a platform under your brand	health, wellness and e-commerce brands, insurers, platforms
Contract lab	genotyping of your markers; structured results as raw data or a finished report in your format	providers with their own interpretation, diagnostics and biotech companies that need capacity
Development partner	a new genetic test, from marker selection to scale-up; on request as a finished product under your brand	brands with their own product idea
Research	genotyping, DNA extraction, sample management and data export for studies and cohorts	universities and research teams

These routes can be combined. You can start with white label and develop your own test later – or offer follow-up products under your brand based on existing genetic data, such as personalized supplements or cosmetics. You do not have to start big, either: you can begin with a test series and scale up later. Which route suits you is covered in Building your own genetic-test brand.

The chain behind a genetic-test brand

A genetic-test brand is like a chain with five links. Your customers only hold the two ends in their hands: the kit at the start and the report at the end. In between, the lab does the work.

Saliva sample: a kit in your design – as a non-medical device for lifestyle analyses or as a medical device for medical analyses.
Sample logistics: shipping, receipt and registration; every sample remains clearly traceable.
Lab analysis: in our own lab in Austria; the standard analysis takes 4 days.
Report: in your brand’s design, digital via a secure portal, printed on request.
Platform and follow-up products: on request, a platform in your brand’s look and personalized products from the same data.

Each link has its own article in this guide. How kits are classified is explained in Saliva kits: medical device or not?; the sample’s route is described in Sample logistics: from kit to lab; reports, portal and platform are covered in Reports and platform under your brand. And because the lab is the link no one sees, it deserves a close look: Choosing the right lab: quality criteria.

Lifestyle and medical: the decision before launch

Before you think about logo and packaging, you set the course. Under your brand, you offer non-medical analyses, for example on nutrition, weight, skin, sport and lifestyle. They are not a diagnosis and do not replace a medical examination. Where national law requires it, medical analyses are available only through physicians; for these, the performing lab and the reporting body are named in the medical report.

Switzerland regulates lifestyle analyses specifically, too. Tests of physiological traits whose knowledge can influence a person’s lifestyle may only be ordered by health professionals, and the sample is taken in their presence (Art. 31 and 34 GUMG). How Germany, Austria and Switzerland differ is explained in Law: offering genetic tests in DE, AT and CH; how to handle genetic data in Data protection for white-label genetic tests.

Who this guide is written for

Health, wellness and e-commerce brands: your own genetic-test line without building a lab (E-commerce). Start with Building your own genetic-test brand.
Clinics and hospitals: genetic analyses from a specialized contract lab; medical assessment, counseling and the decision to test remain the responsibility of your clinic (Clinics).
Insurers and health projects: kits, reports and products in your institution’s design (Insurers, Health projects).
Platforms and test providers with their own interpretation: genotyping and raw data from the contract lab.
Research: genotyping for studies and cohorts.

All chapters at a glance

How we do it at Novogenia

What you can expect from Novogenia:

Everything under one roof: a genetic lab, a supplement factory and a cosmetics factory in one building in Eugendorf near Salzburg, Austria; active as a genetic lab since 2009.
Experience: more than 30 million analyses performed, more than 30 genetic tests developed in-house; every gene is backed by at least three independent studies.
Quality: CLIA-certified, working according to ISO 15189 (not accredited), ISO 9001:2015 and ISO 22000:2018 by Quality Austria, Austrian license for medical genetic analyses.
Fast and multilingual: The standard analysis takes 4 days; Novogenia reports are available in up to 18 languages, digital via a secure portal and printed on request.
Your brand: kits, reports and, on request, a platform in your design; with non-medical analyses, Novogenia does not appear to the outside.
Partners only: Novogenia sells exclusively through partners, in 69 countries.

Frequently asked questions

What is a white-label genetic test?

A genetic test that a lab performs and that you offer under your own brand. The kit, the report and, on request, the platform carry your logo and your design. The terms white label, private label and own brand are often used interchangeably.

Which analyses can I offer under my brand?

Non-medical analyses, for example on nutrition, weight, skin, sport and lifestyle. Where national law requires it, medical analyses are available only through physicians; for these, the performing lab and the reporting body are named in the medical report.

What is the difference between white label and a contract lab?

With white label, you get the whole chain under your brand: kit, analysis, report and, on request, the platform. With a contract lab, you commission individual steps, such as genotyping, and receive structured results as raw data or as a finished report in the format your platform needs.

Does a professional have to be present when the sample is taken?

The kits are designed so that people can collect the sample reliably without trained staff. Whether a professional has to be present, however, depends on the country and the analysis: in Switzerland, for tests of particularly sensitive characteristics, the sample is taken in the presence of the health professional who ordered the test (Art. 34 GUMG).

What does a white-label genetic test cost?

There are no fixed prices, because the effort depends on the scope: topics, kit design, reports, platform. You receive a transparent quote with volume tiers – from the first batch to ongoing supply.

Planning your own genetic-test brand?

Tell us about your audience and your preferred portfolio – we will show you how your launch could look.

Request a project →White-label genetic analyses

Note: This guide is general information for businesses and professionals and does not replace medical or legal advice. The genetic traits determined in a genetic analysis are well documented (each gene included is backed by at least three independent studies); recommendations derived from them are logical conclusions, not scientifically proven. Regulations can change; errors and changes excepted.