If you claim it, can you prove it?” MeiLin Wan of GenuTrace has spent two decades answering that question — using DNA tagging, isotope analysis, and genomic testing to trace nearly a billion pounds of cotton from source to shelf for retailers like Walmart and Sainsbury’s.
We go down the rabbit hole of forensic traceability: how a material’s natural fingerprint is read, where supply chains really break, and what happens when the science meets beauty — where one formula pulls from dozens of supply chains at once. Which claims can now be proven — “Moroccan argan oil,” Egyptian cotton etc.
With regulation tightening and trust shrinking, an unproven claim is a liability. This is what proof looks like.
MeiLin Wan is the Founder and CEO of GenuTrace, a consultancy dedicated to strengthening supply chain traceability through science-based verification of material origin.
Her career spans more than 30 years across the personal care, textile, and apparel industries. She began her career in the personal care sector, working in the Technology and Intellectual Property department of a leading cosmetic contract manufacturer, where she supported innovation and the protection of proprietary technologies. She later served as Head of Marketing for a customized DNA-based skincare company, helping bring personalized beauty solutions to market at the intersection of science, technology, and consumer engagement.
Building on this foundation, MeiLin transitioned into the global textile and apparel industry, where she held senior leadership roles in product development, sourcing, sustainability, quality, and innovation. Throughout her career, she has worked closely with brands, retailers, manufacturers, and technology partners to improve supply chain transparency and responsible sourcing.
Today, through GenuTrace, MeiLin helps organizations verify material origin using scientific authentication technologies, including stable isotope analysis and DNA-based solutions. She believes that credible traceability starts with physically verifying the product itself, creating trusted data that strengthens digital traceability systems, supports regulatory compliance, and substantiates sustainability claims.
https://www.genutrace.com/personal-care
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