GeneWize Life Sciences Review and Profile

GeneWize Life Sciences no longer appears to be active as a direct sales company.

Original Npros business profile for GeneWize Life Sciences, preserved below for archival purposes:

GeneWize Life Sciences was a consumer-genomics and wellness MLM built around DNA-customized nutritional supplements and skincare. The company operated as the direct-selling subsidiary of GeneLink Biosciences, which positioned its business around genetic assessments, personalized nutrition, and customized skincare products. GeneLink reported that GeneWize had generated more than $25 million in revenue over three years before its sale, and FTC materials later identified products including LifeMap ME DNA Customized Nutritional Supplements, GeneWize Nutritional Supplements, LifeMap ME DNA Customized Skin Repair Serum, and GeneWize Customized Skin Repair Serum.

GeneWize operated as a multilevel direct-selling company. GeneLink's SEC filings described GeneWize as the company's marketing subsidiary for the multi-level direct-selling channel, and an MLM industry directory listed GeneWize as a health/nutrition company using a stair-step breakaway commission type. GeneLink sold 100% of GeneWize Life Sciences to Capsalus Corp. effective February 10, 2012, for $500,000 cash plus an earn-out of $1.5 million to $4.5 million tied to GeneWize's post-closing performance.

After the sale, GeneWize was rebranded as ForU International. GeneLink's 2012 filing stated that GeneWize continued to sell LifeMap Me nutritional supplements and skincare through "brand partner" affiliates, while Capsalus rebranded GeneWize as ForU. Capsalus later changed its own name to foru Holdings, Inc. in July 2014 and changed its OTC trading symbol to FORU. The GeneWize brand is no longer active as a standalone MLM opportunity, and the old GeneWize web presence no longer functions as a current enrollment or product site.

GeneWize / ForU's most significant regulatory history was a 2014 FTC consent order involving genetically customized supplements, skin-repair serum, and data-security practices. The FTC alleged that GeneLink and ForU, formerly GeneWize Life Sciences, made false or unsupported claims that DNA-customized supplements could address genetic disadvantages and treat or reduce risks for conditions such as diabetes, heart disease, arthritis, and insomnia. The FTC also alleged weak security practices involving sensitive consumer information, including genetic information, Social Security numbers, bank-account information, and credit-card data. The final order restricted disease and efficacy claims, barred misrepresentations about privacy and security, required affiliate-claim monitoring, and required comprehensive information-security programs with independent audits every other year for 20 years.