CheckGen was founded from a simple frustration that almost everyone experiences at some point when they are shopping for skincare products. “Which product should I use? And will it actually work?”
Surrounded by shelves of options all promising similar outcomes, Dr. Maria Faleeva found herself stuck. Every product claimed to be “clinically tested” or to “boost collagen”, but when she tried to understand what that really meant, there was no way to verify what worked, or why.
At the same time, Dr. Oliver Wright was looking at the problem from a different angle. As he dug into how skincare products were developed and validated, what he found was unexpectedly thin. Much of the industry still relied on before-and-after photos, customer perception, and loosely defined claims. For something so widely used, and so scientifically complex, the foundations felt surprisingly soft.
That was the moment it clicked. If we can measure almost every other aspect of our health with precision, why is skin still treated as something we can only observe, not understand?
The insight: skincare hasn’t caught up with science
The deeper they looked, the clearer the gap became. Skincare has advanced significantly in terms of ingredients and formulation, but the way people choose products or treatments hasn’t kept pace. Most decisions are still made based on surface-level signals; how skin looks, how it feels, or what marketing claims suggest might happen. There is no reliable way to match a person to what their skin biologically needs, or to track whether a product is actually working beneath the surface.
This disconnect matters because it affects every part of the system. Consumers are left guessing, clinics rely on subjective assessments, even brands, despite investing heavily in research and development, struggle to clearly prove efficacy in a way that is both rigorous and understandable. The science exists, but it hasn’t been translated into something usable.
That gap became CheckGen.
Making skin health measurable
CheckGen is built on a simple but powerful idea: skin health should be measurable. Instead of relying on visual changes or perception, they analyse the skin at a molecular level.
For skincare companies, this changes how efficacy is demonstrated. Rather than relying on subjective claims, they can point to biological evidence, showing exactly how a product influences the skin. For clinics, it opens up the ability to personalise treatments based on a patient’s underlying skin profile, not just what is visible on the surface.
Over time, the ambition is to make this even more accessible. What starts today as lab-based analysis is moving toward a future where these measurements can be taken instantly within a clinic, removing the need for complex processing and bringing real-time insight into everyday practice.
Two founders, one shared lens
Maria and Oliver met at university and quickly realised they saw the world in a similar way. What started as a casual conversation turned into a shared understanding of how they approached problems, both drawn to the intersection of science and real-world experiences; both understanding the importance of building things that translate complex ideas into practical real-life applications.
Their backgrounds naturally complement the problem they’re solving. Maria’s PhD in cardiovascular research focused on cellular aging, specifically identifying the molecular markers that differentiate young and old cells. The parallels between vascular ageing and skin ageing are significant, making her expertise directly applicable. Oliver, as a practicing medical doctor, brings a clinical perspective, ensuring that what they build is not only scientifically sound but also usable and valuable in real-world settings.
Together, they combine deep technical understanding with an ability to translate that science into something that practitioners and consumers can actually use.
From idea to validation
Momentum for CheckGen accelerated after joining the Startmate Accelerator. With Maria moving full-time onto the company, the team was able to establish their lab in Melbourne and begin turning theory into practice.
One of the most important moments came early in the journey. A cold outreach to Ultraceuticals, one of Australia’s leading skincare brands, led to an immediate response and a direct conversation with their Head of R&D. Hearing that level of interest from within the industry confirmed that the problem was not only real, but felt acutely by those closest to it.
Since then, CheckGen has completed its first trial with Ultraceuticals and is working with additional brands and clinics, while also moving into the next phase of product development.
A different future for skincare
In the short term, the focus is on continuing to roll out their testing capabilities with partner brands and clinics, while beginning to introduce direct-to-consumer analysis through selected clinic partners. At the same time, they are developing their MVP device, which will bring molecular skin analysis directly into the point of care.
Looking further ahead, the ambition is much larger. The skincare and aesthetics industry is beginning to shift away from surface-level claims toward deeper scientific rigour, and CheckGen intends to be at the centre of that transition. In the future, treatment decisions and product development won’t rely on guesswork or generalisation, but on an individual’s molecular skin profile.
This is about redefining how decisions are made across the entire skincare ecosystem.
A different future for skincare
Today, people already track many aspects of their health. Fitness, sleep, nutrition; all of these have become measurable, and that measurement changes behaviour. It allows for more informed decisions, better outcomes, and a clearer sense of progress over time.
Skincare has never had that same foundation.
CheckGen is working toward a world where it does. A world where anyone can take a simple, non-invasive reading, understand what is happening within their skin, and choose products and treatments based on real data. Not because a brand claims something works, but because the evidence is visible and personal.
The ask
If you’re a skincare brand with a product you believe in and want to back it with real, molecular evidence, CheckGen would love to work with you. If you’re a clinic looking to offer your clients a clearer, more measurable understanding of their skin, they’re actively partnering with teams who want to move beyond surface-level assessment.
You can learn more at https://www.checkgen.com.au/
Watch them pitch at Demo Day
When: Thursday, 30 April @ 7:00 PM (pre-party starting at 5 PM)
Where: Carriageworks (at the close of Blackbird's Sunrise Festival)
What: Pitch night (19 companies)
Tickets: Grab your ticket here
