Genom and Sequential Announce Strategic Partnership to Advance Microbiome Testing Services in Personal Care and Pharma Sectors

Zagreb, Croatia / London, UK – May 6 2025 – Genom d.o.o., a Croatian-based provider of genetic testing services, and Sequential Skin Ltd, a UK-based leader in end-to-end microbiome testing solutions, are pleased to announce a strategic partnership aimed at expanding access to advanced microbiome testing across the personal care and pharmaceutical industries.

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Through this agreement, Genom and Sequential are collaborating to expand microbiome testing efforts across the Balkans and Slavic regions—areas that have historically been underrepresented in microbiome research. By combining Genom’s deep regional expertise and network with Sequential’s advanced testing platform, the partnership aims to unlock valuable insights from a more diverse population base. This initiative supports both companies’ shared vision of advancing personalized health and product development through inclusive, data-driven innovation in the personal care and pharmaceutical industries.

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Sequential’s proprietary platform offers extensive sampling capabilities—including skin, scalp, oral, gut, and intimate areas—combined with advanced downstream analysis techniques such as qPCR and next-generation sequencing. With over a decade of academic research backing its methodology, Sequential empowers brands to better understand individual microbiomes and tailor products accordingly.

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Genom brings to the partnership a strong foundation in molecular biology and over a decade of experience in genetic testing, now expanding into microbiome analytics to support local companies in developing evidence-based products in the personal care and pharmaceutical sectors. Together with Sequential, Genom will play a key role in supporting regional operations, and scientific collaboration. This partnership is designed to jointly deliver tailored microbiome solutions to personal care and pharmaceutical companies.

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“Partnering with Genom allows us to explore the microbiome in regions that have been largely overlooked,” said Oliver Worsley, CEO of Sequential Skin Ltd. “It’s an exciting step toward building a richer, more representative microbiome dataset — one that will ultimately lead to better, more inclusive solutions in personal care and health.”

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“We are proud to be bringing world-class microbiome testing to our local industry. This partnership allows brands in our region to validate their innovations scientifically and competitively,” said Maja Barbalić, CEO of Genom d.o.o.

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About Genom d.o.o.
Genom is a Croatian-based company specializing in molecular diagnostics and human genetics. Leveraging a scientific foundation and strategic industry connections, Genom supports its partners in bringing evidence-based innovations to market.

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About Sequential Skin Ltd
Sequential is the world’s leading microbiome platform for skin, scalp and intimate area clinical microbiome testing. Sequential has collected over 25,000 microbiome samples, using machine learning to combine microbiome + clinical data + formulations, for effective personal care and healthcare applications. They are backed by Innovate UK Smart Grants, Enterprise Singapore, Corundum Systems Biology, SOSV, Scrum Ventures, and Metaplanet Holdings. Clients include Johnson & Johnson, Walgreens Boots Alliance, and 60 other leading clients in personal care and pharmaceutical.