GenuTrace, LLC, a supply chain consultancy specializing in traceability, brand protection, and product authentication, announces its official launch. Founded by industry pioneer MeiLin Wan, GenuTrace addresses one of today’s most urgent challenges: scientifically proving product origin and authenticity.

MeiLin Wan, a former executive at Applied DNA Sciences, has just launched a new company, GenuTrace, which is fully dedicated to traceability in global supply chains. “After almost 20 years at Applied DNA, I felt it was the right time to build something more agile, multi-disciplinary, and independent—focused specifically on the growing demand for science-backed traceability across global supply chains,” she told Inside Denim.

To comply with international laws and detect Xinjiang cotton in their textile supply chains, some brands have turned to forensic testing companies like GenuTrace. Examining isotope ratios reveals a “fingerprint”, said the company’s CEO MeiLin Wan. This fingerprint can then be used to verify where the cotton in a product was grown. Before founding GenuTrace, Wan worked on research, published last year, that showed about a fifth of goods sold by retailers across the world contained cotton grown in Xinjiang.

Two decades ago, traceability was barely on the map. "It was really no man's land," said MeiLin Wan, founder and CEO of GenuTrace. "No one was thinking about proving anything."

GenuTrace launches to provide scientific traceability solutions, helping brands verify product origins and ensure supply chain transparency amid growing regulatory and consumer demands.

GenuTrace launches at a pivotal moment, as brands face mounting pressure to prove product origin and sustainability claims amid rising regulatory scrutiny, consumer demand for ethical sourcing, and surging counterfeit trade. Global counterfeit goods are projected to hit $1.79 trillion by 2030[1], while in the U.S., over 5,300 shipments were detained in FY2023 under the Uyghur Forced Labor Prevention Act[2]. At the same time, 71% of consumers expect traceability, yet nearly half distrust sustainability claims³. In this environment, evidentiary proof isn’t optional – it’s a business imperative.

GenuTrace, led by MeiLin Wan, launches to revolutionize supply chain transparency using forensic science and digital tools—featured in Cotton Grower.

Discover how GenuTrace is transforming supply chain transparency with science-backed traceability solutions, helping brands move from mere claims to verifiable proof.

GenuTrace has been featured in Sourcing Journal for our innovative approach to supply chain traceability. Our mission is to empower brands with scientifically verified transparency, ensuring that claims about product origins and ethical sourcing are substantiated with concrete evidence.