There’s no denying that the ancestry-fueled DNA kit boom isn’t slowing down anytime soon, especially since those heart-churning 23andMe ads. Beauty-focused DNA tests also are gaining traction as of late, especially as startup companies (and even spas) unveil new kits and experiences that give consumers personalized hair and skin care products based on genetics.

Hair care startups such as Strands Hair Care, for example, claim to take the guesswork out of finding the right shampoo and conditioner by creating a unique Strands Kit. This kit allows customers to send a sample of hair (from a hairbrush or hair cut) in order to receive personalized hair care products based on test results. Similarly, ORIG3N, a wellness genetic testing company, offers personalized beauty DNA tests to explain how your skin and hair look, feel and react to various conditions.