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White-label genetic testing guide

Building your own genetic-test brand: what you need and what the lab delivers

Reviewed by Dr. Daniel Wallerstorfer, molecular biologist and founder of Novogenia · Updated: 13 October 2026 · Reading time: 10 min

In short

You do not need your own lab to run your own genetic-test brand. Five building blocks make it work: lab analysis, saliva kit, report, platform and sample logistics. With white label, Novogenia handles these building blocks behind the scenes; you bring the brand, sales and the customer relationship. Under your brand, you offer non-medical analyses, for example on nutrition, skin, sport and lifestyle. Where the law requires it, medical analyses go through physicians – and there, the performing lab and the reporting body are named. Switzerland has its own rules.

30 million analyses – and not one sold directly

Since 2009, Novogenia has performed more than 30 million analyses. Not one of those analyses did we sell directly: every single one went through a partner, in 69 countries. It sounds like a detail, but it shows exactly how a genetic-test brand works.

Picture a theater. The audience sees the stage – your brand, your design, your voice. Behind the curtain, lighting, sound and the stage crew make every performance work. Nobody in the seats needs to see the crew, but without them the stage stays dark. In a genetic-test brand, the lab is that crew.

Here you will learn which building blocks a genetic-test brand needs, what stays with you, what Novogenia delivers under your brand – and where the law requires the crew to be listed in the program.

The five building blocks of a genetic-test brand

Health brand, online store, clinic or insurer: every genetic-test brand rests on the same five building blocks. The table shows what each one has to do and what you get from Novogenia with white label.

Building block	What it has to do	What Novogenia delivers under your brand
Lab analysis	determine genes reliably, to clear quality standards	analysis in our own lab in Eugendorf near Salzburg, Austria; the standard analysis takes 4 days
Saliva kit	let people collect the sample reliably without trained staff and get it to the lab in stable condition	kits with your logo, your instructions and your packaging, fully assembled and ready to ship
Report	explain results in plain language and give clear guidance	reports in your brand’s design, digital via a secure portal, printed on request
Platform	make results accessible and keep customers connected to the brand	on request, a digital platform in your brand’s look
Sample logistics	shipping, receipt and registration; every sample stays assigned to the right person	organizing the route from kit to lab; every sample remains clearly traceable

Underneath all five building blocks lies the science. At Novogenia, a fixed rule decides which genes go into an analysis: every gene has to be backed by at least three independent studies. On this basis, we have developed more than 30 genetic tests in-house. How to build your offer from them is covered in Choosing the right test portfolio; what to look for in any lab is in Choosing the right lab: quality criteria.

Your role: brand, sales and the customer relationship

The division of labor in white label is clear: you provide the brand, sales and the customer relationship – Novogenia provides the lab analysis, the report and, on request, the platform. The terms white label, private label and own brand are often used interchangeably. They all aim at the same thing: a product under your name.

Your own name comes with your own responsibility. If you sell under your own name, you are also responsible for your own communication. Three points matter most:

Marketing claims: A non-medical analysis is not a diagnosis and does not replace a medical examination. So do not promise to cure or prevent disease. More in Advertising genetic tests.
Information and consent: Your customers should know what the analysis shows, who processes their data and who sees the report. Details in Data protection for white-label genetic tests.
Customer service: Questions about the report come to you first. Decide before launch who answers them and when to refer someone to a physician.

In return, you get something no lab can give you: a direct relationship with your customers – and the freedom to shape your offer, your messaging and your retail price.

The key decision: lifestyle or medical

Before you design a logo, you set the course: what kind of analysis do you want to offer? Almost everything depends on it – the kit, the report, the legal framework and who is named in the end.

	Non-medical analyses	Medical analyses
Examples	nutrition, weight, metabolism, skin, sport and lifestyle	genetic risk screening, newborn screening ordered by a physician, reproductive genetics
Who offers them	you as a partner, under your brand	physicians, where national law requires it
Interpretation	Novogenia analyzes and interprets the lab data	interpretation and medical reporting by physicians
Result	report	medical findings report
Saliva kit	non-medical-device kit	medical-device kit
Novogenia’s visibility	does not appear to the outside	lab and reporting body are named in the medical report

For your brand, this means: the heart of a white-label offer is non-medical analyses. Medical analyses are not a pure brand product – they need the physician’s side, the required medical information and written consent. Which analyses must be ordered by a physician in Germany, Austria and Switzerland is explained in Law: offering genetic tests in DE, AT and CH.

The kit follows the same fork in the road. Novogenia supplies kits as medical devices and as non-medical devices, matched to the intended purpose of your analysis. This classification is not a formality: it determines the framework in which you may offer and advertise your product. We clarify together at the start which classification fits – and what role you play as the brand owner. Background in Saliva kits: medical device or not?

Invisible in your branding, named where the law requires it

With non-medical analyses, logo, packaging, report and platform carry your brand; Novogenia does not appear to the outside. The crew stays behind the curtain.

Medical analyses are different: here, the performing lab and the reporting medical body are stated in the medical report. That is not a drawback for your brand but transparency – the crew is listed in the program.

In Switzerland, a separate rule applies, even to lifestyle analyses. For genetic tests outside the medical field, the person must be informed in writing about the lab that performs the test and about companies and laboratories abroad that are involved or that process the genetic data (Art. 32 GUMG). Tests of physiological traits whose knowledge can influence a person’s lifestyle may, moreover, only be ordered by health professionals there, and the sample is taken in their presence (Art. 31 and 34 GUMG). If you sell in Switzerland, plan the route via health professionals from day one. The differences from Germany and Austria are explained in the law article of this guide.

From idea to launch in six steps

A genetic-test brand is not born at the drawing board but in a clear sequence. Here is how you get from the idea to the first kit in the mail:

Audience and core question: Who do you want to reach, and which question does your analysis answer? One clear question beats a long list of topics.
Portfolio: Choose topics that fit your audience – better a few that you can explain well.
Legal framework and kit: Decide whether your analyses are non-medical, in which countries you will sell and which classification your kit needs.
Design: The kit, the report and, on request, the platform get your look (Reports and platform under your brand).
Data protection and consent: Clarify who is the controller and who is the processor, what the consent looks like and who sees which report.
Pilot run and launch: Start with a first batch of kits, check the processes, then scale up (Sample logistics: from kit to lab).

How long this takes depends on the scope you want; we set the timeframe in the project. For the kits, you receive a transparent quote with volume tiers – from the first batch to ongoing supply. Once your offer is live, the standard lab analysis takes 4 days.

Three more routes: contract lab, your own test, partner shop

White label is not the only way to put genetic analyses under your direction. Contract analysis only, joint development or a white-label solution – the collaboration follows your model:

Contract lab: You have your own interpretation or platform and only need genotyping? Then you receive structured results as raw data in the format your platform needs (Contract lab: genotyping and raw data on demand).
Your own genetic test: You want a test that does not exist yet? Together, we go from marker selection through panel design, assay development and validation to the pilot phase and scale-up. On request, the result is a finished product with a report under your brand (Development partner for genetic analyses).
Partner shop: You want to see first how your customers respond? With your own partner shop, you start without setup fees; analysis and delivery then visibly come from Novogenia (Partner and white-label models).

These routes are not mutually exclusive. You can start simple and expand later – for example with personalized supplements or cosmetics made from the same genetic data, also under your brand. How a one-time test result becomes a recurring brand experience is covered in the test portfolio chapter.

Checklist for your genetic-test brand

Your audience and core question are clear.
Your portfolio consists of non-medical analyses – or the physician route for medical analyses is settled.
The countries where you will sell are defined, including the Swiss specifics.
The classification of the saliva kit and your role as the brand owner are clarified.
The design for the kit, the report and, if applicable, the platform is agreed.
Your marketing claims are checked: no promises to cure or prevent disease.
Data protection roles, consent and access to reports are defined.
Customer service for questions about the report is organized.
First batch, volume tiers and timeframe are part of the quote.
Follow-up products are part of the plan.

How we do it at Novogenia

What you get from Novogenia under your brand:

Our own lab: Since 2009, we have been analyzing samples in our own genetic lab in Eugendorf near Salzburg, Austria – under one roof with a supplement factory and a cosmetics factory. The standard analysis takes 4 days.
Quality: CLIA-certified, working according to ISO 15189 (not accredited – there is no ISO 15189 accreditation for lifestyle analyses), ISO 9001:2015 by Quality Austria, Austrian license for medical genetic analyses.
Kits in your design: as a non-medical device for lifestyle analyses or as a medical device for medical analyses, ready to ship with instructions and return materials.
Reports: in your brand’s design, digital via a secure portal, printed on request; Novogenia reports are available in up to 18 languages.
Access: You decide whether you see your customers’ reports.
Visibility: With non-medical analyses, Novogenia does not appear to the outside; with medical analyses, the medical report names the lab and the reporting body.
Terms: The effort depends on the scope you want; you receive a transparent quote with volume tiers.

Frequently asked questions

Do I need my own lab for my own genetic-test brand?

No. With white label, a partner lab handles the kit, the lab analysis, the report and, on request, the platform behind the scenes. You bring the brand, sales and the customer relationship. Novogenia sells exclusively through partners – in 69 countries.

Will my customers find out that Novogenia is behind my brand?

With non-medical analyses, Novogenia does not appear to the outside. With medical analyses, the performing lab and the reporting body are named in the medical report. In Switzerland, for genetic tests outside the medical field, the person must also be informed in writing about the lab that performs the test (Art. 32 GUMG).

Can I sell medical genetic tests under my brand?

As a sales partner, you offer non-medical analyses, for example on nutrition, skin, sport and lifestyle. Where national law requires it, medical analyses are available only through physicians – after the required medical information and with written consent.

How long does it take to launch my brand?

That depends on the scope: how many topics, which kit design, with or without a platform. We set the timeframe in the project. Once your offer is live, the standard lab analysis takes 4 days, plus sample collection and shipping.

What does my own genetic-test brand cost?

There are no fixed prices, because the effort depends on the scope you want. You receive a transparent quote with volume tiers. If you would like to test first how your customers respond, a partner shop with no setup fees is one way to start.

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.