The collapse of 23andMe

UNFORGETTABLE SAGAS, SCOOPS AND SCANDALS
 from Toronto Life’slong-form archives

 
 

MARCH 29, 2025

 

Dear reader,

When it was founded in 2006, 23andMe ushered in the era of at-home genealogical testing. DNA sampling was no longer the purview of lab-coated professionals—anyone could swab saliva in their living room and, after mailing it in, receive a full analysis of their genetic origins. The ripple effects have been profound.

In 2018, for instance, a study of third cousins on an unnamed DNA testing site helped identify the notorious Golden State Killer. Closer to home, the practice cracked cold cases such as those of Christine Jessop, and Erin Gilmour and Susan Tice. On a lighter front, celebrities like Kristen Bell, Martha Stewart and Viola Davis televised their DNA testing results on a show called Finding Your Roots. 

Then 23andMe fell from grace. After the company suffered a major data breach in 2023, demand for its tests plummeted. This week, the business filed for bankruptcy, meaning all the DNA samples it owns will soon be in the hands of the highest bidder, imperilling customers’ genetic data. It’s a reminder that our genetic codes contain some of our most valuable information, and—sometimes—an intentionally buried fact or two. This week, we’re revisiting “Big Little Lie,” a 2023 feature that chronicles how a 23andMe test unearthed a decades-old family secret. 

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Toronto Life features editor Stéphanie Verge

—Maddy Mahoney, features editor

 
 
 
 
 

Big Little Lie

Noam Tomaschoff grew up as an only child in a tight-knit family of three. At 31, he discovered that his parents had been keeping a shocking secret—and the surprises just kept coming

AS TOLD TO ANDREA YU | JUNE 30, 2023

Noam Tomaschoff grew up in the Beaches and Bedford Park, the only child of Sylvie and Gideon Tomaschoff. Theirs was a tight-knit family with strong ties to Toronto’s Jewish community, and Noam was confident that he knew everything about his background: his dad was from Israel, his mom was French Canadian. But then, on a lark, Noam signed up to take a DNA test through the online testing site 23andMe. When Sylvie and Gideon heard the news, they broke into a cold sweat. They knew that what Noam was about to learn would unravel the story of his life. 

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