DNA Brands to Provide S$1 Million in Refunds After CCCS Probe into Sales Tactics

Singapore beauty and wellness chain DNA Brands has agreed to provide up to S$1 million in refunds following an investigation by the Competition and Consumer Commission of Singapore. Regulators found that staff used high-pressure sales tactics, including applying facial masks to keep customers trapped in treatment rooms until they agreed to purchase packages.

High-Pressure Tactics and Treatment Room Confinement

Operating multiple wellness outlets across Singapore, DNA Brands came under regulatory scrutiny for a coordinated set of pressure tactics. According to the Competition and Consumer Commission of Singapore, an area manager and various employees orchestrated methods designed to wear down consumer resistance. Among these tactics was the practice of applying facial masks on customers after their scheduled treatments had concluded. This kept patrons physically trapped inside treatment rooms while staff members maintained relentless sales pitches until the individuals agreed to make unwanted purchases.

Targeting Elderly Consumers and Probing Finances

The investigation revealed that financial checks on customers went far beyond standard payment inquiries. According to the competition and consumer watchdog, staff members would ask consumers how many credit cards they possessed under the guise of checking for promotions, while actually assessing how much each individual could spend. These deliberate and calculated strategies were intensified when dealing with elderly patrons. Certain employees performed checks on Central Provident Fund balances, and in at least one documented instance, a consumer was pressured into using their Central Provident Fund savings to pay for products and beauty packages. Furthermore, some staff members assisted consumers in changing their Central Provident Fund withdrawal limits and directed them to nearby automated teller machines or bank branches to withdraw cash.

Brands and Consumer Complaints Logged

DNA Brands operates a portfolio of beauty and wellness outlets, including The Mineral Boutique, Beautique, SAE-REN, Jingran, Harmonix, Allura, and Comfeet. Consumer Association of Singapore president Melvin Yong noted in a social media post that approximately 53 complaints involving more than S$980,000 in disputed transactions were lodged against DNA Brands between August 2024 and October 2025. Consumer Association of Singapore data indicates that roughly half of the complainants had spent upwards of S$10,000 on products and packages, and at least 40 percent of those filing complaints were 60 years old or older. Specific complaints targeted Beautique outlets located in Ang Mo Kio, Orchard Plaza, The Centrepoint, and Toa Payoh, as well as The Mineral Boutique branches at NEX, Jewel, and Wheelock Place. The matter was subsequently referred to the Competition and Consumer Commission of Singapore for formal investigation under the Consumer Protection (Fair Trading) Act.

Regulatory Intervention and S$1 Million Refund Scheme

Facing enforcement action under Singapore’s fair trading laws, the chain agreed to provide up to S$1 million in refunds to affected customers. The intervention targets the deceptive sales practices uncovered during the regulatory probe. As consumer watchdog investigations conclude and refund mechanisms are put in place, the case highlights ongoing regulatory scrutiny regarding aggressive retail practices within the local beauty and wellness sector.