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Most cosmetic brands want the same thing: faster launches, lower costs and stronger claims. But there is a costly mistake: choosing the cheapest available test and expecting it to support the biggest possible promise. The problem is not cheap testing. It is expecting evidence built for screening to prove outcomes it was never designed to measure. What does “cheap” cosmetic testing actually deliver? Low-cost testing provides valuable information during development. A package around £1,000 can determine whether a formulation remains stable, and whether it causes irritation under controlled conditions; however, such tests rarely demonstrate complex outcomes. They do not prove barrier improvement, microbiome restoration, reduced visible ageing or a clinically meaningful benefit. Why do underpowered studies fail? Claims require evidence that matches the promise. Many weak studies fail not because the study design cannot answer the question the claim requires. Problems often include small participant numbers, the absence of an appropriate control group, testing individual ingredients rather than the finished product, or extending conclusions beyond what was actually measured. The important thing is whether the evidence can withstand scrutiny from regulators, retailers and increasingly informed consumers. What happens when a claim is challenged? The cost of weak evidence is rarely limited to the testing fee. A challenged claim can require removal of advertising, delayed launches, additional studies and damage to retailer confidence. A £10,000 saving becomes a six-figure problem when a flagship claim fails. How does multi-omics compare on a cost-per-claim basis? Multi-omics is more expensive because it answers deeper questions: what changed, why it changed and whether those changes relate to consumer outcomes. For complex claims involving microbiome health or personalised skincare, it can strengthen evidence and reduce uncertainty. It does not replace clinical studies but helps explain the mechanisms behind observed effects. What price range buys regulator-defensible evidence? The right investment depends on the claim; there is no universal price for regulator-defensible evidence. Lower-risk claims may need only safety, stability and basic evaluation (£5,000–£20,000), while breakthrough claims involving microbiome modulation, anti-ageing or biological repair require stronger human evidence, objective measurements and potentially microbiome or biomarker analysis. Controlled human studies can start from £40,000. Where can brands legitimately save? Smart savings come from matching evidence investment to product risk. Brands can reduce unnecessary costs by using early screening approaches to refine formulations, eliminate weaker candidates before expensive studies begin, and focus deeper evidence generation on their most commercially important products. The mistake is spending less and expecting the evidence to prove more. The goal is to invest in the right evidence at the right stage.

The reality is, we are all aging. But what is the exact biological impact of this process on the skin? Modern longevity science has moved beyond surface-level aesthetics, mapping out precisely what happens at a cellular level as humans age [1]. For brands, formulators, and professionals in the dermatology and cosmetics space, understanding these biological root causes is essential for developing the next generation of scientifically-backed products [2]. The Biological Criteria for Aging Before exploring specific mechanisms, it is important to understand how scientists classify these biological processes. To be officially recognised as a "hallmark" of aging, a physiological process must meet three strict criteria [3]: Age-associated manifestation: The biological issue must clearly appear and progressively worsen as organisms get older. Acceleration by experimental accentuation: If intentionally triggered or worsened in a laboratory setting, it must cause rapid, accelerated physical aging. Opportunity for intervention: If a therapeutic or cosmetic treatment targets this specific problem, it must result in a measurable slowing or reversal of aging markers. The 12 Hallmarks of Aging: An Overview In 2013, the foundational "Hallmarks of Aging" were defined by researchers. Over the past decade, extensive scientific validation expanded this list, bringing the total to twelve fundamental processes in 2023 [3]: Fig 1. The Hallmarks Of Aging Deep Dive: 5 Crucial Mechanisms Driving Skin Aging For personal care and cosmetics formulation, certain biological hallmarks have a substantial impact on the skin's visible aging timeline. Here is a closer look at the five mechanisms that represent the frontier of longevity skincare. 1. Chronic Inflammation ("Inflammaging") What it is: "Inflammaging" is the result of long-lasting, low-level inflammation throughout the body. Over time, this constant state of stress makes it much harder for the skin to heal and renew itself [3,4]. Why it matters for skin: This causes the skin to break down its collagen and elastin, weaken its protective barrier, and heal much slower, directly leading to wrinkles, sagging, dryness, and an uneven tone. Fig 2. Inflamm-aging in the Skin 2. Dysbiosis What it is: Dysbiosis is a structural imbalance within the skin’s microbiome. In a healthy state, diverse populations of beneficial microorganisms coexist to protect the skin [5]. Why it matters for skin: As we age, our skin's physical composition undergoes significant changes that alter the "microenvironment" where these microbes live. This factor causes: Decreased Lipid Production: A reduction in natural oils (sebum) removes a primary nutrient source for beneficial bacteria. Diminished Hydration: Lower moisture levels create a drier, more difficult environment for microbes to survive. Barrier Fragility: A weakened physical defense layer makes the skin more susceptible to external stressors (like UV damage) and instability [6]. (fig. 3) Fig 3. Impact of the Skin Microbiome on Wrinkle Formation and Potential Modulation During Aging 3. Altered Intercellular Communication What it is: To stay healthy, the body's cells constantly send messages to each other. As you age, this communication breaks down, weakening the immune system and making it harder for the body to heal and protect itself [3]. Why it matters for skin: Healthy skin relies on different layers of cells talking to each other to produce collagen and keep the skin strong. When this communication breaks down, the skin struggles to heal or protect itself from sun damage, which leads to a weaker barrier and easier bruising [7]. 4. Loss of Proteostasis What it is: Proteostasis is the cells' recycling center, responsible for building and breaking down proteins (collagen, elastin and keratin). When it stops working properly, damaged proteins pile up and create a mass amount of toxic cellular waste [3]. Why it matters for skin: The buildup of this cellular waste creates an unhealthy environment that weakens the cells. As a result, the skin loses its natural radiance and its ability to remain firm and elastic [8]. 5. Epigenetic Alterations What it is: Picture DNA as the permanent blueprint of the body; the epigenome acts as the switches that turn specific genes on or off based on our environment and lifestyle. As we age, the mechanisms controlling these switches begin to fail, preventing genes from operating as efficiently as they did in youth [3]. Why it matters for skin: Rather than just being a symptom of getting older, shifts in the epigenome actively drive the skin's aging process. Fortunately, scientists can map these genetic switches to evaluate exactly how well certain topical treatments work, allowing us to see if a product can genuinely decelerate aging within the cells [9]. Where does Sequential fit in? Today, consumers demand "healthspan" and "skin longevity" products that target root biological causes rather than acting as temporary cosmetic fixes [12]. Targeting complex issues like chronic inflammation and microbiome imbalance requires highly advanced, active formulations. More importantly, regulatory bodies and modern consumers require strict, physiological proof of efficacy. Testing these advanced claims in standard petri dishes or skin models fails to capture the full interconnected picture of how we age on a biological level. This is where Sequential Bio steps in. Sequential's multi-omic platform integrates multiple layers of biological data to provide a holistic view of a formula’s performance: SNP Detection: Maps a consumer's unique DNA to reveal their natural baseline for skin aging, such as their likelihood to develop wrinkles. It helps predict how a consumer will respond to specific ingredients. This takes the guesswork out of formulation, empowering you to create highly personalized, science-backed product lines that you know will work. Microbial Gene Expression: Uncover how genes are activated in response to treatments. This gives in depth- insight into how the skin's surface reacts to your formulation. Proteomics: Measures the complete protein profile (elastin, keratin and collagen) of the skin to track how product impacts the cellular function and structural integrity. This gives you definitive proof that your product rebuilds and maintains the skin’s structure. By shifting away from simple observational studies and toward deep-level multi-omic biological validation, Sequential's multi-omic platform validates what's happening at the molecular level, giving personal care and dermocosmetic brands proof of biological mechanism; not just efficacy, but clear, and actionable data. The future of longevity skincare isn't about concealing age; it’s about biological validation. The focus has shifted to the mechanism of action. Consumers want to know what is happening at a molecular level: what is your product actually doing beyond the surface? References Haykal, D. et al. (2025) 'Advances in longevity: The intersection of regenerative medicine and cosmetic dermatology', Journal of Cosmetic Dermatology. Available at: https://pmc.ncbi.nlm.nih.gov/articles/PMC12268380/ (Accessed: 28 April 2026). Klinngam, W. et al. (2025) 'Longevity cosmeceuticals as the next frontier in cosmetic innovation: A scientific framework for substantiating product claims', Frontiers in Aging, 6. Available at: https://doi.org/10.3389/fragi.2025.1586999 (Accessed: 29 April 2026). López-Otín, C. et al. (2023) 'Hallmarks of aging: An expanding universe', Cell, 186(2), pp. 243-278. Available at: https://doi.org/10.1016/j.cell.2022.11.001 (Accessed: 29 April 2026). Gabriel, N. (2025) 'Inflammaging: How chronic inflammation accelerates visible aging', Ultimate Cosmetics. Available at: https://www.ultimatecosmetics.com.au/blog/inflammaging (Accessed: 28 April 2026). Borrego-Ruiz, A. and Borrego, J.J. (2024) 'Microbial dysbiosis in the skin microbiome and its psychological consequences', Microorganisms. Available at: https://pmc.ncbi.nlm.nih.gov/articles/PMC11433878/ (Accessed: 28 April 2026). Challa, V. et al. (2025) 'Microbiome–aging–wrinkles axis of skin: Molecular insights and microbial interventions', International Journal of Molecular Sciences, 26(20), p. 10022. Available at: https://www.mdpi.com/1422-0067/26/20/10022 (Accessed: 28 April 2026). Lifespan.io (no date) Altered Intercellular Communication. Available at: https://lifespan.io/topic/altered-intercellular-communication/ (Accessed: 29 April 2026). Skin Organoids in Proteostasis Research: Early Insights into Aging (2025). Available at: https://pmc.ncbi.nlm.nih.gov/articles/PMC12961993/ (Accessed: 29 April 2026). Booth, L.N. and Brunet, A. (2016) 'The aging epigenome', Molecular Cell, 62(5), pp. 728-744. Available at: https://pubmed.ncbi.nlm.nih.gov/27259204/ (Accessed: 29 April 2026). Agrawal, R., Hu, A. and Bollag, W.B. (2023) 'The skin and inflamm-aging', Biology, 12(11), p. 1396. Available at: https://pmc.ncbi.nlm.nih.gov/articles/PMC10669244/ (Accessed: 29 April 2026). Lancôme (2026) Lancôme Booklet. Available at: https://www.science.org/cms/asset/522c73c5-09e4-4279-96eb-8f764c08dc9c/_20260316_cpub_lancome_booklet.pdf (Accessed: 29 April 2026). Vogue (2026) 2026's biggest skincare trends to try now. Available at: https://www.vogue.com/article/2026s-biggest-skincare-trends-to-try-now (Accessed: 29 April 2026).

Tranexamic acid (TXA) has gained significant attention in skincare for its ability to treat hyperpigmentation by interrupting both pigment formation and pigment driven inflammation. Originally used medically to reduce bleeding, TXA inhibits plasma activity, a pathway recognised as relevant in pigment regulation. Its long clinical history means TXA enters cosmetic skincare with a stronger evidence base than many commonly used brightening ingredients. As its use grows, understanding how TXA performs within real formulations and on different skin types is essential for credible product development. What We Know: TXA (oral, intradermal and topical) improves melasma and other forms of hyperpigmentation, with significant reductions in MASI scores when compared to baseline or control (Calacattawi,et al, 2024). TXA decreases UV-induced melanocyte signalling, helping limit excess melanin production (Minasyan et al, 2024). TXA disrupts pigment transfer from melanocytes to keratinocytes, improving post-inflammatory hyperpigmentation (Chen et al, 2024). Topical TXA is well tolerated and can be paired with treatments such as microneedling, to enhance results, offering a safer alternative to stronger agents like hydroquinone (Konisky et al, 2023). Industry Impact and Potential: TXA’s multi-pathway action offers advantages for product development; Broad applicability -> Effective across varied pigmentation concerns including melasma, post inflammation hyperpigmentation and general uneven tone. Good tolerability -> Suitable for sensitive skin when formulated at low concentrations. Synergistic formulating -> Pairs well with niacinamide, vitamin C derivatives and retinoids for complementary pathways. Our Position: At Sequential, we help brands move from “TXA is trending” to “here is exactly what TXA is doing in this formula, on this skin.” We can help uncover what TXA is actually doing once it enters a full product system, how it interacts with other actives, whether it reaches relevant biological pathways, and how skin responds over time. Using our in-vivo testing frameworks, microbiome-aware models and multi-omic platforms, we can map changes in pigment biology, inflammation, and barrier behaviour . Our global database of 50,000+ samples allows us to benchmark TXA-containing formulations against diverse skin types, tones and real-world microbiome profiles, revealing who benefits most and why. References: Calacattawi, R. et al. (2024). Tranexamic acid for melasma: meta-analysis of RCTs. J Dermatol Treat, 35. Chen, T. et al. (2024). Tranexamic acid for hyperpigmentation disorders: an update. Clin Cosmet Investig Dermatol, 17, 2151–2163. Konisky, H. et al. (2023). Tranexamic acid in melasma: administration routes. J Cosmet Dermatol, 22, 1197–1206. Minasyan, M. et al. (2024). Oral tranexamic acid for PIH prevention and treatment. Dermatol Surg, 50, S219–S224.

Discover our team of award-winning scientists dedicated to advancing microbiome research for a healthier world. Explore our expertise now. We are a Team of Award-Winning Scientists Creating a World of Healthier Individuals Our platform is the result of our team’s combined expertise in genetics, epigenetics, and microbiome research. We utilise deep molecular analysis and next-generation sequencing (NGS) technology to understand the impact of product usage on an individual’s microbiome. Through our efforts, we hope to revolutionise the way in which the industry develops and tests its products to deliver optimal results to those utilising them. Our Mission Sequential is the industry leader in clinical human research and testing offering a comprehensive end-to-end platform designed to bring science-backed solutions to the personal care and pharmaceutical industry. Our mission is to understand the impact of the microbiome on the host (humans) and how the host impacts the microbiome in order to characterise human health fully. We offer an extensive platform to conduct research on personal care products through microbiome testing, and biophysical assessments, and offer full recruitment services for studies. We are keen to publish our findings with our partners to increase the literature within this space. At present our database of over 20,000 human microbiome samples is one of the most sophisticated within the industry and is growing rapidly. Innovation Pioneering the forefront of biological science, we consistently introduce groundbreaking advancements to redefine industry standards. Transparency Our commitment to openness ensures a clear understanding of our human microbiome testing processes and analysis. Reliability We guarantee dependable results, fostering trust in the accuracy of our analyses. Our Team at Sequential Oliver Worsley, PhD CHIEF EXECUTIVE OFFICER & CO-FOUNDER Albert Dashi, PhD CHIEF SCIENCE OFFICER & CO-FOUNDER Pétronille Houdart, PharmD SKINCARE DIRECTOR The Commercial Team Derek Butler, PhD MBA COMMERCIAL DIRECTOR Athena Hajaig, BSc MARKETING ASSOCIATE Carla Brown, PhD, MBA SALES ASSOCIATE Jaina Bhayani, PhD SALES ASSOCIATE Marya Ahmed, MSc HEAD OF MARKETING The Scientific Team Sibora Peca, MSc CLINICAL OPERATIONS LEAD Omera Bi, PhD, AFHE R&D PROJECT SPECIALIST Grace Robinson, MSc ASSOCIATE SCIENTIST Khanh Lê Đào, BA JUNIOR CLINICAL ASSISTANT Omololu Fagunwa, PhD SENIOR BIOINFORMATICIAN Ami Picari CLINICAL ASSISTANT Sija Sajibu, PhD SENIOR SCIENTIST Behafarid Ghalandari, PhD SENIOR AI SCIENTIST Please find listed a selection of relevant peer-reviewed publications from our advisors. Wu G, TL Dawson, et al. (2015) Genus-Wide Comparative Genomics of Malassezia Delineates Its Phylogeny, Physiology, and Niche Adaptation on Human Skin. PLOS Genetics 11(11): e1005614. Chng, K., Nagarajan, N., et al. (2016) Whole metagenome profiling reveals skin microbiome-dependent susceptibility to atopic dermatitis flare. Nat Microbiol 1, 16106. Tay, A.S., Nagarajan, N., et al (2018). 1039 Skin microbiome profiles of atopic dermatitis patients segregate into two community composition types that are stable before and after therapy. Journal of Investigative Dermatology. 138. S176. 10.1016/j.jid.2018.03.1051. Ramasamy S., Barnard, E., Dawson, TL, and Huiying Li. (2019). Role of the skin microbiota in acne pathophysiology. British Journal of Dermatology, https://doi.org/10.1111/bjd.18230. Dawson, TL. (2019) Malassezia: The Forbidden Kingdom Opens. Cell Host Microbe https://doi.org/10.1016/j.chom.2019.02.010 Tay, A.S., Nagarajan, N., et al (2020). Atopic dermatitis microbiomes stratify into ecologic dermotypes enabling microbial virulence and disease severity. The Journal of allergy and clinical immunology. 10.1016/j.jaci.2020.09.031. Dawson, TL. (2021) Malassezia: A Skin Commensal Yeast Impacting Both Health and Disease. Front. Cell. Infect. Microbiol., doi.org/10.3389/fcimb.2021.659219 Bissonnette, Robert & FAAD, & Palijan, Ana & Salem, Youssef & Maari, Catherine & Proulx, Etienne & Edjekouane, Lydia & Joly-Chevrier, Maxine & Devis, Andrew & Dashi, Albert & Worsley, Oliver. (2024). 50694 Gut microbiome differences between patients with moderate to severe Chronic Hand Eczema and healthy subjects. Journal of the American Academy of Dermatology. 91. AB224. 10.1016/j.jaad.2024.07.889. Supported By Scientific Board of Advisors Our advisors are world leaders in the skin microbiome and have extensive experience in bringing forward solutions for skin concerns Prof. Tom Dawson Senior Principal Investigator at Skin Research Institute of Singapore. Over 30 years experience in biotechnology innovations, and expert in the skin and hair microbiome. Doctor of Philosophy (PhD), Pharmacology at the Univer sity of North Carolina. Dr Kimberly Capone Dr Kimberly Capone is a pioneer and established expert in microbiology and the human microbiome field where she created new business opportunities across multiple brands over 13 years at Johnson & Johnson Consumer, Inc. Areas of concentration included infant and adult skin, vaginal, gut, and oral health. Prof. Phillip Bennett Phillip Bennett is Professor of Obstetrics and Gynaecology and Director of the Institute of Reproductive and Developmental Biology. Professor Bennett has been one of the key pioneers in researching the vaginal microbiome. In particular, to understand and characterise the impact of the vaginal microbiome on preterm labour. Bennett has published over 400 peer-reviewed research articles over his career. Dr Natalya Fox Dr Natalya Fox is a Dermatologist at the NHS - St George's Hospital, London. Previously, Fox did her MBChB at the University of Edinburgh 201 4 and has her Full MRCP UK in Dermatology. Fox is passionate about the skin microbiome and its place in dermatology. Prof. Elena Lurie-Luke A senior R&D, Innovation and Entrepreneurship Executive with extensive technical, strategic business development. Proven leadership experience in both global FMCG and public health sector environments. Prof. Niranjan Nagarajan Associate Director & Senior Group Leader at Genome Institute of Singapore. Expert in computation biology, in particular the study of microbial communities resident on the human skin. Doctor of Philosophy (PhD), Computer Science at Cornell University. Dr Alexander Lezhava Senior Group Leader & Associate Director at Genome Institute of Singapore. Expert in the commercial development of medical diagnostics and clinical-grade molecular assays. Doctor of Philosophy (PhD), Microbiology at Hiroshima University. Our Labs Sequential has clinical testing labs in New York City, Cambridge and Singapore. Being close to our customers has allowed us to reduce turnaround time, whilst retaining the intellectual property in-house. Supporting World-Class Clients & Partners

Sequential provides advanced microbiome testing for personal care products, delivering actionable insights to enhance product efficacy and consumer trust. Your Clinical Research Partner End-to-end clinical research for skin, scalp, intimate & oral Human clinical testing, biomarker discovery, and next-generation formulations — powered by the world's most advanced multi-omics platform. 100+ 50,000+ 4,000+ 10,000+ Sample Database Ingredients Database Study Participants Industry Partners Dermocosmetics Pharma Therapeutics CRO Partnerships Ingredient Manufacturers What We Offer From study design and participant recruitment to laboratory analysis and data interpretation, Sequential delivers an end-to-end, in-house solution for understanding how products interact in real use cases. Our clinically relevant insights translate complex microbial and molecular data into clear, actionable outcomes empowering companies to develop products that are credible, effective, and trusted by consumers. Start a study See how it works Supporting World-Class Clients & Partners Join Our Partners! What Our Clients Say “Sequential is one of the world’s most innovative Microbiome companies. The resolution at subspecies level, and to perform quantification of key vaginal microbes, in vivo , was exactly what we wanted at Curive Healthcare to know intricately how our product is working to improve women’s health.” - Matthew Line, Chief Marketing Officer at Curive Healthcare

At Sequential we take your privacy seriously. For a full breakdown, please read through our policy on how we use your information for microbiome product testing. Privacy Policy Last updated: Jul 28, 2026 Sequential Skin Ltd is committed to using personal information lawfully, fairly and transparently. This Privacy Policy explains how we use personal information in connection with sequential.bio (the Site), general business communications, marketing, supplier and customer relationships, and recruitment. Separate privacy information may apply to a research study, clinical or consumer testing programme, sample analysis, app, portal, customer project or employee relationship. If a specific notice is provided for one of those activities, that notice applies to that activity and takes priority if there is any inconsistency. 1. Who we are and how to contact us Sequential Skin Ltd is a company registered in England and Wales under company number 12547483. Our registered office and postal address is Moneta (B280), Babraham Research Campus, Babraham, Cambridgeshire, CB22 3AT, United Kingdom. For the processing described in this policy, Sequential Skin Ltd is generally the controller. In some customer-sponsored studies or projects, we may act only as a processor on another organisation's instructions; in that case, the relevant controller's privacy notice explains how your information is used. Privacy enquiries and rights requests: team@sequential.bio 2. Scope of this policy This policy applies to visitors to the Site, people who contact us, newsletter subscribers, prospective and current business contacts, customer and supplier representatives, job applicants, and other individuals whose information we process for our own business purposes. The Site is not directed at children. A study involving a child or young person will use a specific recruitment, consent and privacy process appropriate to that study. 3. Personal information we collect Identity and contact information. Name, title, employer, role, postal address, email address, telephone number and account identifiers. Business and relationship information. Organisation, sector, professional interests, correspondence, meeting notes, enquiries, proposals, contract details and relationship history. Marketing information. Subscription choices, preferred topics and channels, consent records, objections, suppression records and engagement with communications. Technical and usage information. IP address, browser and device information, time zone, approximate location derived from IP, security logs, identifiers and information about how the Site and emails are used. Account and security information. Login or authentication records, permissions, activity logs and information used to prevent fraud, abuse or unauthorised access. Recruitment information. CV, qualifications, employment history, work eligibility, application responses, interview notes, references and information reasonably required to assess an application. Other information you provide. Information included in forms, messages, documents, feedback or support requests. 4. Special category and study information Please do not send health, genetic, biometric or other special category information through a general website or contact form unless we specifically ask for it and explain why it is needed. If you apply for or take part in a research study, clinical study, consumer testing programme or sample-based service, Sequential or the relevant sponsor may process health, genetic, biometric, microbiome or other sensitive information. A study- or service-specific notice will identify the controller and explain the purpose, lawful basis, applicable special-category condition, safeguards, retention and sharing. Study participation and consent to take part in research are separate from consent used as a data-protection lawful basis. 5. How we obtain information We obtain information directly from you when you use the Site, contact us, subscribe, meet with us, enter a business relationship or apply for a role. We also obtain information automatically from devices and services, subject to cookie choices. We may obtain business contact information from your employer or colleagues, event organisers, professional networks, referral partners, publicly available professional sources, service providers, recruitment agencies or customers and partners. When information is obtained from another source, we provide privacy information as required by law unless an exception applies. 6. Why we use information and our lawful bases Operate and secure the Site. To deliver pages and requested features, maintain availability, prevent misuse, troubleshoot and protect systems. We rely on legitimate interests in operating a secure and effective website, legal obligations where applicable, and consent for optional technologies where required. Respond to enquiries and develop relationships. To communicate, arrange meetings, understand requirements, prepare proposals and manage prospective or current customer, supplier and partner relationships. We rely on steps requested before a contract, performance of a contract, and legitimate interests in running and developing our business. Provide and administer contracted services. To onboard organisations, administer accounts, communicate about delivery, invoice, maintain records and enforce agreements. We rely on contract where you are a contracting individual, legitimate interests where the contract is with your organisation, and legal obligations. Marketing and events. To send newsletters, invitations and relevant business communications, measure engagement and manage preferences. We rely on consent where required by electronic-marketing law and otherwise on legitimate interests, subject to your right to object. Every direct marketing message will offer an appropriate way to opt out. Improve services and understand use. To analyse feedback and, where permitted, Site usage, identify trends and improve content, services and user experience. We rely on legitimate interests and on consent for cookies or similar technologies where required. Recruit people. To manage applications, assess suitability, communicate with candidates, check eligibility, take steps before an employment contract and protect legal rights. We rely on steps before contract, legal obligations and legitimate interests in recruitment and defending claims. Any special category information is used only under an applicable legal condition. Meet legal and compliance obligations. To keep records, respond to rights requests and complaints, comply with tax, accounting, corporate, regulatory or court requirements, and establish, exercise or defend legal claims. We rely on legal obligations and legitimate interests. Corporate transactions. To evaluate or complete an investment, financing, restructuring, sale, merger or transfer, with appropriate confidentiality and data-protection safeguards. We rely on legitimate interests in managing our business and assets and legal obligations where applicable. Where we rely on legitimate interests, we consider the necessity of the processing and balance our interests against the impact on your rights and freedoms. You may ask for more information about that assessment. 7. Marketing choices You can unsubscribe from marketing emails using the link in the message or by contacting us. We may continue to send service, security, legal or relationship communications that are not direct marketing. We keep a minimal suppression record after an opt-out so that we can respect your choice. Electronic-marketing rules vary by recipient type. We obtain consent where required and do not use pre-ticked boxes or treat silence as consent. Business contacts can object to direct marketing at any time. 8. Cookies and similar technologies Our Cookie Policy explains the technologies used on the Site, when consent is required, and how to change your choices. Optional technologies are controlled through Cookie Settings. Cookie Policy: sequential.bio/cookiepolicy 9. When we share information We share personal information only where necessary and subject to appropriate safeguards. Recipients may include: hosting, cloud, communications, security, analytics, customer-relationship, marketing and other technology providers; professional advisers, auditors, insurers, banks and payment providers; customers, suppliers, research partners, laboratories, clinical research organisations or study sponsors where relevant and explained in the applicable relationship or specific notice; recruitment agencies, screening providers and referees in connection with applications; regulators, courts, law enforcement and public authorities where disclosure is required or permitted by law; and prospective buyers, investors, lenders or counterparties and their advisers in connection with a corporate transaction, subject to confidentiality and appropriate controls. Service providers acting as processors may use information only on our documented instructions, must protect it and must not use it for their own unrelated purposes. Where another recipient acts as an independent controller, its own privacy notice also applies. 10. International transfers Some providers or recipients may be located outside the United Kingdom, or may allow access from another country. When we make a restricted transfer, we use a lawful transfer mechanism, such as UK adequacy regulations or appropriate safeguards including the UK International Data Transfer Agreement or the UK Addendum to approved standard contractual clauses. Where required, we complete a data protection test or transfer risk assessment and apply supplementary safeguards. We use a legal exception only where the law permits and the conditions are met. You may contact us for more information about the transfer mechanism relevant to your information, subject to lawful confidentiality restrictions. 11. How long we keep information We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including legal, accounting, reporting, security and dispute-resolution requirements. We use a documented retention approach that considers the amount, nature and sensitivity of the information, risk of harm, purpose, whether the purpose can be achieved another way, and applicable limitation or regulatory periods. Enquiries and business contacts. For the active relationship and a reasonable follow-up period, then deletion or minimisation unless records are needed for a contract, legal obligation or claim. Contracts and transaction records. For the contract and the relevant legal, tax, accounting and limitation periods after it ends. Marketing. Until you opt out or the information is no longer needed under our review rules; a minimal suppression record may be kept longer to respect the opt-out. Recruitment. For the recruitment exercise and a reasonable period to manage queries or claims, or longer with permission where we wish to consider you for future roles. Security and technical logs. For a proportionate period based on security, troubleshooting and legal needs. Studies and sensitive processing. As stated in the applicable study, service or participant notice and relevant protocol or contract. 12. Security We use appropriate technical and organisational measures designed to protect personal information against accidental or unlawful destruction, loss, alteration, disclosure or access. Measures are selected according to risk and may include access controls, confidentiality obligations, encryption in transit or at rest where appropriate, backups, monitoring, supplier due diligence and incident procedures. No internet transmission or storage system can be guaranteed completely secure. 13. Your data protection rights Depending on the circumstances, you may have the right to: be informed about how your personal information is used; request access to your personal information; request correction of inaccurate or incomplete information; request erasure of information where there is no lawful reason to continue using it; request restriction of processing in specified circumstances; object to processing based on legitimate interests and object at any time to direct marketing; receive or transfer certain information in a structured, commonly used and machine-readable format; withdraw consent at any time where processing is based on consent, without affecting earlier lawful processing; and ask for safeguards where a significant decision is made solely by automated processing, where applicable. These rights are not absolute and exemptions may apply. We may ask for information reasonably needed to confirm identity or clarify a request. We normally respond without undue delay and within the period required by law. A fee is not normally charged, but the law permits a reasonable fee or refusal in limited cases, such as manifestly unfounded or excessive requests. 14. Automated decision-making We do not currently use personal information collected through the Site to make decisions based solely on automated processing that produce legal or similarly significant effects. If that changes, we will provide specific information about the logic, significance, consequences and safeguards, including how to obtain human intervention and contest a decision. 15. Data protection complaints If you believe we have used your personal information unlawfully, contact us at team@sequential.bio or by post at Moneta (B280), Babraham Research Campus, Babraham, Cambridgeshire, CB22 3AT, United Kingdom and mark the correspondence "Data protection complaint". We will help you make the complaint, acknowledge it within 30 days, investigate it, keep you appropriately informed and tell you the outcome without undue delay. You may also complain to the Information Commissioner's Office, the United Kingdom supervisory authority. We would appreciate the opportunity to address your concern first, but this does not affect your right to contact the ICO. ICO complaints information: ico.org.uk/make-a-complaint 16. Third-party links The Site may contain links, plug-ins or embedded content provided by third parties. Those organisations may collect information under their own privacy notices. We do not control their independent processing and encourage you to review their notices. 17. Changes to this policy We review this policy and may update it when our activities or legal requirements change. The date at the top shows the latest revision. If a change materially affects how we use information already collected, we will take reasonable steps to bring it to the attention of affected people and obtain consent where required. Contact us Questions about this Privacy Policy, your rights or a data protection complaint may be sent to: Sequential Skin Ltd (company number 12547483) Moneta (B280), Babraham Research Campus, Babraham, Cambridgeshire, CB22 3AT, United Kingdom Email: team@sequential.bio