CCS Secures $1 Million Refund Commitment for Consumers After Investigation into Unfair Beauty Sales Practices at DNA Brands

1.    A visit for a routine beauty treatment should not end with consumers feeling pressured into making purchases they never intended. Following an investigation into the sales practices of DNA Brands Co Pte Ltd ("DNA Brands"), the Competition and Consumer Commission of Singapore (“CCS”) has secured a commitment of up to $1 million to refund affected consumers.

2.    DNA Brands operates beauty and wellness outlets across Singapore under the brand names The Mineral Boutique, Beautique, SAE-REN, Jingran, Harmonix, Allura and Comfeet.

3.    CCS’s investigations revealed that since 2023, an area manager and certain staff members at DNA Brands had been using a coordinated set of pressure tactics to induce consumers into making purchases they did not intend to make.

4.    The tactics were deliberate and calculated. Staff applied facial masks on consumers even after their treatments had ended, to keep consumers trapped inside treatment rooms for sales pitches until they gave in and made purchases.

5.    The pressure did not stop there. Staff would ask consumers how many credit cards they had, framing it as a check for promotions, but in reality, they were assessing how much each consumer could spend. For elderly consumers, the tactics went even further. CPF balances were checked, and in at least one case, a consumer was pressured into using their CPF savings to pay for beauty packages and products. Some staff even helped consumers change their CPF withdrawal limits and directed them to nearby bank branches or ATMs to withdraw cash.