Haelixa has introduced a new DNA-based Authenticity Service designed to provide luxury brands with physical, product-level proof to protect against counterfeits, fraudulent returns and high-fidelity replicas.
Counterfeit goods are increasingly entering legitimate distribution channels, including returns, repairs and resale markets. When authenticity cannot be verified quickly and reliably, brands face operational losses, escalating disputes and damage to consumer trust. According to Organisation for Economic Co-operation and Development (OECD) analysis, counterfeiting results in an estimated USD 250 billion in annual losses across the global luxury sector.
DNA Marker Embedded at Material Level
Haelixa’s solution embeds a nano-sized, brand-unique DNA marker directly into the material of a product. The marker is invisible, permanent and resistant to removal, copying or substitution. It remains embedded throughout the product’s lifecycle, including resale, repair and return processes.
Authentication is performed through a simple swab and qPCR test, delivering a clear binary result within approximately 30 minutes. Compact testing devices enable on-site verification without the need for specialist training, allowing brands to deploy the system globally across retail and service points.
“Counterfeiting is no longer peripheral. It enters through everyday operations. A simple test gives brands and their customers a definitive answer in minutes and restores control at scale,” said Klemens Link, Director of Anti-Counterfeiting and Brand Protection at Haelixa.
Also Read: Haelixa to Showcase DNA-Based Traceability at Textile Exchange 2025 in Lisbon
Supporting Trust Across the Product Lifecycle
The service is designed for high-value goods such as watches, jewellery and leather accessories. According to the company, the marking process integrates seamlessly into existing production workflows, leaves no visible residue and does not affect product quality.
“Luxury is built on trust. By embedding DNA directly into the product, we provide scientific proof brands can rely on throughout the entire product lifecycle,” said Patrick Strumpf, CEO of Haelixa.
Haelixa notes that the physical DNA marker can complement Digital Product Passports and NFC-based systems, creating a hybrid model that combines physical verification with digital traceability — strengthening brand protection strategies in an increasingly complex global marketplace.
