Haelixa has launched ProofDNA™, a DNA authentication service that gives luxury brands physical, product-level proof against counterfeits, fraudulent returns and high-fidelity replicas.
Counterfeit goods increasingly enter legitimate channels such as returns, repairs and resale. When authenticity cannot be verified quickly, brands face operational losses, rising disputes and erosion of trust. OECD analysis estimates counterfeiting causes around USD 250 billion in annual losses across the global luxury sector.
“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.”
Klemens Link, Haelixa’s Director of Anti counterfeiting and Brand Protection.
Haelixa embeds proof directly into the product: an invisible, brand-unique DNA marker built with natural DNA sequences. The marker is highly secure and cannot be removed, and it stays with the product through resale, repair and returns.
A simple swab, tested with the ProofDNA™ Reader, delivers a clear result within minutes, directly on site. Compact devices allow global deployment without specialist training, making authentication fast and operationally simple.
“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.”
Patrick Strumpf, CEO of Haelixa.
Designed for high value goods such as watches, jewellery and leather accessories, the marking process integrates into existing workflows, leaves no visible residue and does not affect quality. The physical marker can complement Digital Product Passports and NFC systems, combining physical and digital verification.
