Singapore-based beauty retailer DNA Brands has announced it will refund around S$1 million to customers following an investigation into its sales practices. The probe, prompted by customer feedback and conducted by relevant authorities, found that staff at some outlets used high-pressure techniques that made customers feel trapped in private rooms until they agreed to purchase products. DNA Brands acknowledged the findings and committed to improving staff training and sales protocols to ensure a more transparent and comfortable shopping experience for customers.
The company emphasized that the refunds aim to compensate affected customers who felt undue pressure during their purchasing decisions. This move follows increased scrutiny of sales tactics in the beauty and wellness sector in Singapore, where consumers have raised concerns over aggressive selling and opaque pricing.
DNA Brands' decision also reflects growing regulatory focus on consumer rights protection in retail. The company pledged to work closely with authorities to align operations with fair trading practices.
Affected customers will receive notifications on refund procedures, and the chain expects to complete reimbursements soon. The case highlights ongoing challenges in balancing business targets with ethical sales approaches and maintaining trust in the market.
As the company takes corrective steps, consumers and industry watchers will be watching how these changes impact customer experiences and set precedents for retail conduct in Singapore's competitive beauty market.