Discoveries in the field of genetics in recent decades have literally blown up the scientific world, forcing scientists of socio-humanitarian profile to respond to new challenges and revise many of their basic categories. Our focus is on the geneticization of contemporary Russian society. Based on the review of the main objects of genetic control in our country, the genetic testing industry, which includes the consumer genomics market, conclusions about current practices of health care and the formation of new types of identities were made. To understand these phenomena, the concepts of «popular genetics» and «genetic double» were introduced into scientific discourse.