Haelixa Embeds DNA Authentication Into Products
•February 17, 2026
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Why It Matters
Counterfeit luxury goods cost the sector over $250 bn annually, eroding margins and brand trust; Haelixa’s DNA authentication offers a scalable, forensic proof that can restore control across the entire product lifecycle.
Key Takeaways
- •DNA markers embed directly into luxury goods
- •30‑minute swab test verifies authenticity onsite
- •Counterfeit losses in luxury sector exceed $250 bn annually
- •Service integrates with existing production without visible residue
- •Enhances resale, repair, and buy‑back program trust
Pulse Analysis
The luxury market faces a relentless counterfeit threat that now infiltrates legitimate channels—returns, repairs, and resale platforms—turning operational processes into loss generators. Traditional anti‑counterfeiting tools such as holograms or RFID tags often fail when paperwork is lost or tags are removed, leaving brands vulnerable to margin erosion and reputational damage. Industry analysts estimate that counterfeit activity siphons more than $250 billion from luxury sales worldwide, with watchmakers in Switzerland alone losing $1.88 billion each year. This environment creates a pressing need for immutable, product‑level verification that can be deployed at any point in the supply chain.
Haelixa’s DNA‑based Authenticity Service meets that need by embedding a nano‑sized, brand‑specific DNA sequence directly into the material of high‑value items. The marker is invisible, permanent and engineered to resist tampering, ensuring it remains with the product through every touchpoint. Authentication requires only a simple swab and a portable qPCR device, delivering a clear pass/fail result within 30 minutes. Because the technology integrates seamlessly into existing manufacturing workflows and leaves no visible residue, brands can adopt it without disrupting production. Moreover, the DNA proof can be layered with Digital Product Passports and NFC solutions, creating a hybrid verification ecosystem that bridges physical and digital trust.
For luxury brands, the implications extend beyond fraud prevention. Rapid, on‑site verification empowers retailers and service centers to process returns and repairs without costly disputes, while bolstering resale and buy‑back programs that rely on verified authenticity. By safeguarding product integrity, brands protect their equity and reinforce consumer confidence, a critical advantage in a market where trust is paramount. As the technology scales, it could become a new industry standard, prompting wider adoption across fashion, accessories and even high‑tech consumer goods, reshaping the anti‑counterfeiting landscape for the next decade.
Haelixa embeds DNA authentication into products
Haelixa launches DNA‑based Authenticity Service for luxury brands
Haelixa, the Swiss‑based deep‑tech provider of DNA‑based product traceability, has launched a new DNA‑based Authenticity Service that gives luxury brands physical, product‑level proof against counterfeits, fraudulent returns, and high‑fidelity replicas.
Counterfeit goods now move through legitimate channels including returns, repairs, resale and after‑sales. For brands, the risk is operational as much as reputational. When authenticity cannot be verified quickly, margins erode, disputes increase and trust weakens.
Brands lack proof of material integrity across their production and distribution channels. According to OECD analysis, counterfeiting drives an estimated $250 billion in annual losses across the global luxury sector. In Switzerland alone, the watch industry is thought to lose $1.88 billion each year to counterfeit activity.
Haelixa embeds proof directly into the product itself. A nano‑sized, brand‑unique DNA marker is integrated at material level. It is invisible, permanent and designed to resist removal, copying or substitution. The marker remains with the product across resale, repair and returns.
A simple swab and qPCR test delivers a clear, binary result within 30 minutes, enabling retailers, service centres and brand‑protection teams to verify products directly on site. Compact, customised devices enable global deployment without specialist training, making authentication fast, repeatable and operationally simple. Swab, run, confirm.
The service is built for high‑value goods including watches, jewellery and leather accessories.
The marking process integrates into existing processes, leaves no visible residue and does not affect quality. Each physical marker can complement Digital Product Passports and NFC systems, combining physical and digital verification.
What this enables
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Faster authentication across returns, repair, and resale
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Reduced fraud and counterfeit returns
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Stronger resale and buy‑back programmes
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Long‑term protection of brand equity
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Control the integrity of the production sites and distribution channels
Patrick, CEO of Haelixa, said: “Luxury is built on trust. Today authenticity must be proven repeatedly. By embedding DNA directly into the product, we provide brands with scientific proof they can trust throughout the entire product lifecycle and beyond.”
Klemens Link, Haelixa’s Director of Anti‑counterfeiting and Brand Protection, added: “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.”
Positioned as infrastructure rather than a label, Haelixa’s embedded markers provide durable, forensic proof where paperwork and external tags fall short.
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