Brittany Barreto wants Pheramor to be known for its science-based dating expertise. Karla Martin/Pheramor

Brittany Barreto was years ahead of the marketplace when she had her idea for a DNA-based dating app, now called Pheramor. At the time, online dating mostly consisted of eHarmony and sending your DNA through the mail to anyone just wasn't done.

"I had the idea at 18 — almost 10 years ago — and, at that time, 23AndMe was shut down because the FDA wasn't comfortable with it," Barreto says. "But then in 2016, everyone is using dating apps and everyone is sending their spit in the mail. It was a perfect time to introduce a techy way to find love."

Even better, now Pheramor's potential users have swiping fatigue, Barreto says, and are going on chronically bad first dates. For Pheramor, this provided an opportunity, and Barreto took it.

Since its nation-wide launch in September, Pheramor has seen over 5000 messages sent on the app, resulting in 19 happy couples to date. Pheramor has even been nominated for Best New Dating App by iDate, an international conference where Barreto recently gave a keynote speech.

Pheramor works like any other dating app — except instead of swiping through endless possibilities, you see your estimated compatibility with each person based on DNA and interests that are either data mined off your social media or you manually plug into the app. Users first download the app, create an account, and request a kit.

While the B-to-C side of things has been a great approach for Pheramor, the technology has attracted interest from other dating apps. Barreto says she looks to expand into B-to-B opportunities where establishing dating companies can use her technology across the world. She made this clear in here iDate keynote address.

"I said there that if you want to factor in DNA to your dating app, you come to us. We are a B-to-C dating app, but we can also offer our genetic testing services for your platform," she says. "We have a letter of intent with a dating app in Russia. We're speaking with high-end matchmakers."

Barreto sat down with InnovationMap to discuss Pheramor's origins and what she has up her sleeves.

InnovationMap: When did you first have the idea for Pheramor?

Brittany Barreto: I first had the idea when I was 18 at Drew University, where I did my undergraduate research in New Jersey. We were in a genetics seminar, and we were learning about genetic-based human attraction — essentially how scientists for decades can predict who's attracted to whom because of your DNA. I raised my hand and asked if I could make a gene-harmony because of this. The professor and the class kind of laughed, but I said, "No, I'm serious, could I use this science for dating?" The professor said, "I mean, I guess you could." So I thought, one day I'll make gene-harmony.

IM: How did you get involved in the Houston innovation scene?

BB: I finished college and came down here to Houston to get my PhD at Baylor College of Medicine, and I just always had this idea, and I kept thinking about it. When I was working on my PhD, I realized I just had way too much personality to work in a lab my whole life. I started taking some entrepreneurship classes and networking at startup events thinking that I could land a career at a biotech company doing sales or innovation. All of the sudden, people started telling me that I had the founder blood, and I thought well I only have one really crazy idea for a DNA-based dating app, and people told me it was a good idea.

IM: What was your first move launching the company?

BB: I joined an accelerator in the medical center through Enventure. They have about 2,000 members — a lot of PHDs and grad students with a lot of great ideas who have no clue how to start a company. So, Enventure puts on evening classes for free, networking events, brainstorming sessions, and the accelerator. I pitched my idea, and got accepted. That's where I found my co-founder Bin Huang. Between January and March of 2017 we were in the accelerator every Thursday.

IM: How did you first get funding?

BB: We did our Demo Day in March at TMCx, and we won. A few angel investors came up to us after words with the idea for an open round, and Bin and I realized this wasn't a class project any more. This was real. We closed our first round of funding in July of 2017, while Bin and I were full-time students. We met our goal, and then we had another round of funding that was oversubscribed.

IM: When did you start accepting swabs and daters?

BB: Our first swab actually came from a swab party I had at my apartment. I invited about 50 friends over, and we had a party. We had a swab station set up in my bedroom and people waited in line in the hallway. That was our first 50 swabs. It was in the spring of 2017, right after our Demo Day.

IM: So, how does Pheramor work?

BB: The science behind attraction based on your DNA is that people are attracted to one another when their immune systems are different — opposites attract is biologically true. This is what all of the animal kingdom does. When we were cavewomen and cavemen, we didn't know who was our uncle and who was our cousin, so we used our nose to figure out who is genetically diverse compared to us, and if you're genetically diverse, then you're probably not my relative, and therefore we'd have healthier children. So, that's the baseline of attraction. We have these HLA genes that make up our immune system, and your pheromones are giving off essentially like a fingerprint of what your immune system is.

At Pheramor, we look at those 11 genes of attraction — we don't look at anything else. Some people might be concerned that I'll know their ancestry or their diseases and sell their data, but we don't look at that. I actually don't even know your gender based on the swab.

My co-founder and I have written this machine-learning algorithm that looks at the genes and figures out quantitatively how likely it is for you to have physical chemistry with one another. Then, in the app, you can have a score and match report to see that.

IM: What were some of the early challenges?

BB: The biggest one when I was 18 was that the market wasn't ready. I called it "geneharmony" because eHarmony and Match were the only players in the game back then. Also, sending your spit in the mail was really weird. It's not so weird any more.

The next one was being a PhD student working in a field that expects everyone to go into academia. There's not enough academic jobs for scientists anymore. We have to start branching out — work in biotech, become consultants, work in other industries. But the issue is there's an old guard in academia. I had a mentor — a woman I worked for — who had only ever trained academics and thinks that that's what scientists do. So, I didn't experience a lot of support in school for starting a company. It's super cool and I'm successful, and it gives Baylor College of Medicine a great name, but when I was in there, I kept Pheramor a secret. I had to essentially sneak around to do it. Get to the lab really early in the mornings to start experiments so I could leave early for investor meetings or hide in the storage closet to make calls to investors.That was definitely difficult.

Another challenge was starting to pitch and being called the "student team." Right off the bat, they felt like they were doing us a favor for letting us pitch. It was cute. So, I had to start doing some strategies to make my company seem more valuable because I was going uphill. I would wear a lab coat and if any other scientist wore a lab coat to a presentation with scientists, it would be weird, but no investor ever asked me why I was in a lab coat.

IM: A year and a half later since your first swab party, how have things changed?

BB: It's funny, I was just thinking a while back about having a Halloween party and thinking, "we could swab people!" So, I'm not above swab parties. For most of 2017, we did a lot of grassroots efforts. We were at Pride Festival, swab parties at bars, Day For Night — some were successful, and others were a waste of money. It was a science of figuring out what works. There's so much education we have — what the swab is, how it works, etc. In person, we got to explain all that and hear what their questions were and take that and turn it into a FAQ section on our site.

IM: Where can people use your app?

BB: We're nationwide. We're actually downloaded in every state in the country. We did what the market told us to. One day I came into the office and asked my co-founder why we wanted to only be in Houston. He told me that people want to date other daters. And I asked him if we knew that or if we just think that. We never actually asked them. So, we surveyed our user base and asked them if they had highly compatible numbers with someone in, say, Chicago, would they want to know. And something like 89 percent said yes. We realized that our consumers are 28- to 38-year-old singles seeking commitment. They are highly educated and have really great paying jobs, and they travel a lot anyways. So, we opened it up on September 7, and in 30 days we saw over 50 percent growth in our user base.

IM: Are you marketing in specific metros?

BB: At first, we did a blanket marketing effort. Then, we looked into which cities had the lowest CAD — the cost to acquire a download. New York City and Boston are the cheapest. San Francisco, Los Angeles, and Miami are also cheaper than Houston.

IM: What are some goals for you and Pheramor?

BB: Short term, it's to continue to improve our app. We're slowly building it in response to what consumer feedback says. I also want to build our team. With the next round of funding, that's what I'm focused on. Our CMO and CFO are part time, and I want them full time. I also want to be hitting critical mass in Boston, New York, LA, Miami. We have a few hundred people in each of those cities, but I want to make those to be a really healthy number.

And something the market has asked for a lot is testing for couples. So, we have a we a website that's about to launch called "WeHaveChemistry.com" for couples to buy two kits and receive a report.

As an academic in genetics, I had to take a lot of ethics classes — for good reason. We've really taken a stance here at Pheramor saying that we will only use genetic data for good. We do not sell our data to anyone, except one organization with the user's consent. The organization is Gift of Life, a national bone marrow registry. The genes for attraction are also genes that fight leukemia and lymphoma. To register to be a bone marrow donor, you have to get your cheek swabbed and you have to get your HLA genes typed. That's what we're doing as a dating app. So through our app, you can consent to be a donor. That to me is how you could use data for good. We're finding people love, and we're finding a girl with leukemia a bone marrow donor.

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Portions of this interview have been edited.

Pheramor takes users' DNA and social media habits and matches them with compatible partners. Courtesy of Pheramor

Houston DNA-based dating app expands nationwide, launches next funding round

From swiping to swabbing

Houston singles can find their perfect match — even if it's someone across the country. Houston-based Pheramor — a DNA-based dating app — is available for download in every state.

Brittany Barreto, Pheramor's co-founder and CEO, has a PhD in genetics from Baylor College of Medicine. She first had the idea in a genetics seminar when she was 18 and in college, but that was almost 10 years ago, and the market wasn't ready. Now, she says singles have swipe fatigue from the existing and ineffective dating apps, and it's also relatively normal now to send your spit in the mail thanks to 23AndMe.

Pheramor users download the app and request a test kit. After a few cheek swabs, they send it back to Barreto and her team and they identify 11 immune system genes and upload the data to the user's profile. The app then compares the genes to other users to give a compatibility score.

"The science behind attraction based on your DNA is that people are attracted to one another when their immune systems are different — opposites attract is biologically true," Barreto says. "When we were cavewomen and cavemen, we didn't know who was our uncle and who was our cousin, so we used our nose to figure out who is genetically diverse compared to us. If you're genetically diverse, then you're probably not my relative, and therefore we'd have healthier children."

Pheramor also calculates a social score based on a questionnaire or a data mine of a user's social media. The overall compatibility score uses both the DNA and social compatibility scores.

The app launched in Houston in March to a great reception of local singles, but, a few months later, Barreto realized nothing was holding them back from expanding nationwide.

"We surveyed our user base and asked them if they had highly compatible numbers with someone in, say, Chicago, would they want to know," Barreto says. "And something like 89 percent said yes."

Pheramor users are usually between 28 and 38, have good paying jobs, and are seeing commitment, Barreto says. Most of them travel around a lot already.

"We opened it up on September 7, and in 30 days we saw over 50 percent growth in our user base."

The company has zeroed in on a few key metros where advertising dollars go a long way for generating user downloads; Boston, New York, San Francisco, Los Angeles, and Miami have all been great markets for Pheramor.

With the user base growing, Barreto is focused on growing her team. Pheramor's current round of funding launched November 1, and with the capital raised, she hopes to be able to make the team's CFO and chief marketing officer both full time.

Pheramor is also working on using its custom algorithm as a resource to other existing dating services worldwide as well as for couples who want to see their compatibility score with their current partners.

"A long-term goal that's coming to fruition a lot faster than I thought is Pheramor being a leader in genetic testing for romance," Barreto says.

Science of love

Karla Martin/Pheramor

Pheramor CEO and co-founder, Brittany Barreto, first thought of a DNA-based dating company when she was in undergraduate student studying biology. The idea stuck with her as she went through her genetics doctoral program at Baylor College of Medicine.

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5 Houston female founders land on coveted Inc. 500 list

girl power

Five Houston female founders have been recognized by Inc. Magazine for their innovations and for leading their industries forward.

The women were named to Inc.'s Female Founders 500 list, which features female entrepreneurs based in the U.S. The group attracted approximately $9 billion in 2024 revenue and $10.6 billion in funding, according to Inc.

“Female founders know what struggle is, but they’re also experts of improvisation, adaptability, and creativity. The women featured on this year’s list exemplify these qualities," Diana Ransom, Inc. executive editor said in a release. "Through times of uncertainty, their unwavering dedication and steadfast leadership are not only inspiring but vital to driving progress.”

The Houston founders are:

  • Emily Cisek, founder of The Postage, now known as Paige, a comprehensive life planning and succession software platform for families and small businesses. The company won the Female-Owned Business category in the 2023 Houston Innovation Awards.
  • Sassie Duggleby, CEO and co-founder of Houston space tech and engine company Venus Aerospace. The company won the in the Deep Tech Business category in the 2024 Houston Innovation Awards. Duggleby also serves on the Texas Space Commission board of directors.
  • Stephanie Murphy, CEO and executive chairman of Aegis Aerospace, which provides space services, spaceflight product development, and engineering services. Murphy also serves on the Texas Aerospace Research and Space Economy Consortium Executive Committee.
  • Margo Jordan, founder of adolescent mental health startup Enrichly, which uses AI-driven self-esteem development and behavioral insights to boost student performance.
  • Nina Magon, founder of Nina Magon Studio / Nina Magon Consumer Products, a residential and commercial interior design company

"With every family and community we're able to impact through accessible estate planning, we're driven to do even more. Being recognized on Inc.’s Female Founders list is an incredible honor and a testament to the impact we’re making in fintech and beyond," Cisek said in a news release.

Duggleby echoed that sentiment on LinkedIn.

"While I don't know many of the ladies on this list, I do know they're some of the most tenacious role models in entrepreneurship. I'm beyond honored to be included among them," Duggleby added in a post.

Twenty-eight Texas female founders made this list, including Kendra Scott and Allison Ellsworth, co-founder of Poppi, and many others. See the full list of winners here.

Tesla forced to recall nearly all Cybertrucks in latest setback

Tesla Talk

U.S. safety regulators on Thursday recalled virtually all Cybertrucks on the road, the eighth recall of the Tesla-made vehicles since deliveries to customers began just over a year ago.

The National Highway Traffic Safety Administration's recall, which covers more than 46,000 Cybertrucks, warned that an exterior panel that runs along the left and right side of the windshield can detach while driving, creating a dangerous road hazard for other drivers, increasing the risk of a crash.

The stainless steel strip, called a cant rail assembly, between the windshield and the roof on both sides, is bound to the truck’s assembly with a structural adhesive, the NHTSA report said. The remedy uses an adhesive that’s not been found to be vulnerable to “environmental embrittlement,” the NHTSA said, and includes additional reinforcements.

Tesla will replace the panel free of charge. Owner notification letters are expected to be mailed May 19, 2025.

The recall of 46,096 Cybertrucks covers all 2024 and 2025 model years, manufactured from November 13, 2023, to February 27, 2025. The NHTSA order says that Tesla became aware of the problem early this year.

Videos posted on social media showing people ripping the panels off of Cybertrucks with their hands have gone viral in recent days.

The Cybertruck, which Tesla began delivering to buyers in late 2023, has been recalled eight times in the past 15 months for safety problems, including once in November because a fault in an electric inverter can cause the drive wheels to lose power. Last April, the futuristic-looking trucks were recalled to fix acceleration pedals that can get stuck in the interior trim. Other recalls were related to windshield wipers and the display screen.

It's the latest setback for the Elon Musk-owned electric automaker, which has come under attack since President Donald Trump took office and empowered Musk to oversee a new Department of Government Efficiency that’s slashing government spending.

While no injuries have been reported, Tesla showrooms, vehicle lots, charging stations and privately owned cars have been targeted.

Prosecutors in Colorado charged a woman last month in connection with attacks on Tesla dealerships, including Molotov cocktails thrown at vehicles and the words “Nazi cars” spray-painted on a building.

And federal agents in South Carolina last week arrested a man they say set fire to Tesla charging stations near Charleston. An agent from the Bureau of Alcohol, Tobacco, Firearms and Explosives wrote in an affidavit that authorities found writings critical of the government and DOGE in his bedroom and wallet.

Even before the attacks ramped up in recent weeks, Tesla has been struggling, facing increased competition from rival electric vehicles, particularly out of China.

Though largely unaffected by Thursday's recall announcement, Tesla shares have plummeted 42% in 2025, reflecting newfound pessimism as sales crater around the globe.

With regard to Thursday's recall, Cybertruck owners may contact Tesla customer service at 1-877-798-3752 and the National Highway Traffic Safety Administration Vehicle Safety Hotline at 888-327-4236, or go to nhtsa.gov.

$100,000 salary goes further in Houston than most cities, study shows

Cashing In

Even with Houston's ever-changing cost of living, earning a six-figure salary in the city is going much further than it used to, according to an income study by fintech company SmartAsset.

An annual $100,000 salary in Houston is worth $83,343 after taxes and when adjusted for the city's cost of living, the report revealed. That's $5,254 more than what six-figure-earning Houstonians were bringing home last year, a separate report from GoBankingRates.com found.

In SmartAsset's rankings of U.S. cities where $100,000 is worth the most, Houston ranked ninth.

The report warns a six-figure salary may seem comfortable at first, but it may not stretch as far depending on where an individual lives, any applicable tax obligations, and the rate of inflation.

"Earning $100,000 places an individual tax filer at the upper limit of the 22 percent federal tax bracket," the report's author wrote. "But taxes aren’t the only factor. The cost of living varies widely across the country, affecting how much purchasing power remains after necessary expenses."

Manhattan, New York is the No. 1 place where a six-figure salary is worth the least, where a New Yorker's take-home pay is only worth $30,362 after taxes and adjusted for the cost of living.

Other U.S. cities where a $100,000 salary goes the furthest
The U.S. city where a six-figure salary goes the furthest is Oklahoma City, where residents come away with $89,989 after all expenses.

Texas cities dominated the top 10 list. Texas doesn't impose state or local income taxes, which likely boosted its statewide six-figure salary value.

Six-figure earners living in El Paso see the greatest amount in take-home pay statewide, according to SmartAsset, with residents making $89,114 annually after taxes and expenses in 2025. That's $274 more than 2024's take-home pay.

The three additional Texas cities where a $100,000 salary goes the furthest after taxes and expenses are:

  • No. 3 – Corpus Christi ($88,015)
  • No. 6 – Lubbock ($86,846)
  • No. 7 – San Antonio ($86,084)

Six-figure salaries don't stretch as far in Dallas-Fort Worth. An annual $100,000 salary in Dallas is worth only $77,197 after taxes and expenses, which is about $900 less than what six-figure-earning Dallasites brought home in 2024.

Those living in Plano are taking home even less: The study says a Plano resident's six-figure salary is only worth $71,372 in 2025.

In the report's rankings of U.S. cities where $100,000 is worth the least, Plano ranked at No. 26, while Dallas ranked 38th.

SmartAsset used its paycheck calculator to apply federal, state and local taxes to an annual salary of $100,000 in 69 of the largest American cities, which was then adjusted for the local cost of living (which included average costs for housing, groceries, utilities, transportation, and miscellaneous goods and services).

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A version of this story originally appeared on sister site, CultureMap.com.