DNA Brands Co, which operates beauty salons under the Beautique brand and retail stores under The Mineral Boutique brand, has agreed to refund S$1 million to customers after an investigation into its sales practices. The Consumers Association of Singapore (CASE) received 53 complaints between August 1, 2024, and October 14, 2025, alleging that customers were misled or pressured into purchasing excessive beauty packages and products. The total monetary value involved in these complaints exceeded S$980,000, with one consumer being charged at least S$370,000. Notably, at least 40% of the complainants were senior citizens aged 60 and above.
In response to these findings, CASE placed DNA Brands Co on its Company Alert List and referred the matter to the Competition and Consumer Commission of Singapore (CCCS) for further investigation. DNA Brands Co declined to sign an agreement to cease its unfair practices and to compensate affected consumers, leading to the referral.
The company has now agreed to provide refunds totaling S$1 million to the affected customers. This decision aims to address the grievances of consumers who were subjected to aggressive sales tactics and to restore consumer confidence in the beauty industry.
The case highlights the need for stricter consumer protection measures in Singapore's beauty industry, especially concerning vulnerable groups such as senior citizens. Consumers are advised to exercise caution when considering beauty packages and to seek second opinions before making significant financial commitments.
The CCCS continues to monitor the situation and will take appropriate enforcement actions against businesses that engage in unfair trade practices.