CASE Records 53 Complaints Against DNA Brands Over Unfair Beauty Practices
Singapore’s Consumers Association (CASE) has disclosed that 53 complaints were lodged against DNA Brands between 1 August 2024 and 14 October 2025. The allegations center on misleading pricing, pressure tactics, and the sale of costly beauty packages that many customers felt were excessive for their needs. The total value of the disputed transactions surpasses S$980,000, with a striking portion — more than 40% — involving customers aged 60 and above. Shockingly, one case involved a single customer charged at least S$370,000.
DNA Brands operates a network of beauty salons under the Beautique brand and runs The Mineral Boutique as its retail arm. Affected locations include Beautique outlets in Ang Mo Kio, Orchard Plaza, The Centrepoint, and Toa Payoh, along with The Mineral Boutique stores at Nex, Jewel, and Wheelock Place. CASE said the complaints indicate a pattern of high-pressure sales tactics and misrepresentations about product efficacy and value.
CASE attempted to resolve the matter through a voluntary agreement in which DNA Brands would halt the alleged unfair practices and provide compensation to affected consumers. DNA Brands declined to sign the agreement, prompting CASE to refer the case to the Competition and Consumer Commission of Singapore (CCCS) for further investigation. The outcome of this referral could shape future enforcement actions against cosmetic and beauty service providers in Singapore.
Other Singapore News Highlights
DNA Brands case context: The CASE disclosure adds to ongoing conversations about consumer rights in the beauty and wellness sector. Consumers who believe they have been overcharged or misled by advertising claims are encouraged to document their interactions, keep receipts, and report experiences to CASE. The case also raises questions about transparency in pricing, product warranties, and post-sale support in high-ticket beauty programs.
Other notable developments in Singapore: In other news, a former UOB employee was convicted for unauthorized access and disclosure of customer information affecting more than 1,000 individuals. The case underscores the need for robust internal controls and ongoing compliance training in financial services to protect customer data and maintain trust.
Separately, YouTube confirmed a global outage affecting its services, with users in the United States and other regions reporting interruptions. The platform did not disclose the root cause but said services were restored. The outage impacted users of YouTube, YouTube Music, and YouTube TV, highlighting the importance of reliable streaming platforms in today’s digital economy.
In Singapore’s security and public safety domain, a 23-year-old police full-time national serviceman was found with a gunshot wound to the neck at a Shell petrol station along Pasir Panjang Road. Investigations are ongoing, with authorities noting the wound appeared self-inflicted at this stage and that no other individuals were injured.
Mobility and global status: Singapore retains the world’s top ranking in the 2025 Henley Passport Index, granting visa-free access to 193 destinations. This milestone reflects Singapore’s continued emphasis on tourism and international mobility, even as other changes unfold in global travel regimes. The United States remains outside the top 10 for the first time, signaling evolving global mobility dynamics.
Policy and governance: Deputy Prime Minister Gan Kim Yong announced an independent committee’s assessment of Singapore’s Formula One (F1) contract, finding government interests safeguarded and the deal between the government and Singapore GP to be fair, with economic gains in tourism and visitor numbers surpassing costs.
Illegitimacy statistics: Parliament reported an average of 745 births to unwed Singaporean mothers per year from 2020 to 2024, with 12 of these children adopted by their biological parents within the period. The government clarified that non-marital status does not affect access to education, healthcare, or other subsidies, aiming to reduce stigma around non-traditional family structures.
What This Means for Consumers
The CASE filing and potential CCCS investigation signal a growing emphasis on consumer protection in Singapore’s beauty and wellness market. Consumers should approach high-ticket packages with due diligence, seek clear written terms, and be aware of cooling-off rights and refund policies. If you have encountered similar experiences, document all communications and preserve receipts for future reference.
Looking Ahead
The outcomes of CASE’s engagement with DNA Brands, alongside the CCCS review, will influence industry practices, advertising standards, and customer redress mechanisms. In the meantime, regulators continue to monitor high-cost service sectors, ensuring that consumer welfare remains a priority in Singapore’s dynamic market landscape.
