Overview: CASE flags 53 complaints against DNA Brands
The Consumers Association of Singapore (CASE) has reported 53 complaints lodged against beauty firms DNA Brands between August 1, 2024, and October 14, 2025. The allegations center on misleading pricing practices and high-pressure sales tactics for expensive beauty products and packages. CASE noted that the total value of complaints exceeds S$980,000, with some cases involving purchases of more than S$10,000 and at least one customer charged as high as S$370,000.
The complaints involve two of DNA Brands’ business arms: Beautique, which runs beauty salons, and The Mineral Boutique, which operates retail stores. Accusations linked to Beautique outlets include Ang Mo Kio, Orchard Plaza, The Centrepoint, and Toa Payoh, while The Mineral Boutique has outlets in Nex, Jewel, and Wheelock Place. CASE’s data underscores a consumer group that skews older, with more than 40% of complainants aged 60 and above.
What customers allege
Common threads in the CASE filing point to aggressive sales practices and aggressive product bundling that push customers to purchase costly packages they may not fully understand or need. Several cases involve large up-front payments with promises of long-term results, loyalty perks, or discounted future services that may not materialize or deliver as expected. The outcomes described by complainants include substantial financial commitments and a sense of pressure to sign agreements on the spot.
DNA Brands response and regulatory steps
DNA Brands was invited to sign a voluntary agreement with CASE to halt unfair practices and compensate affected customers. The firm declined to sign the agreement, prompting CASE to refer the matter to the Competition and Consumer Commission of Singapore (CCCS) for further investigation. This move reflects Singapore’s broader consumer-protection framework, where CASE can escalate unresolved disputes to the CCCS for formal enforcement actions.
What this means for consumers
For shoppers and beauty clients, the CASE case against DNA Brands highlights several practical precautions. Before committing to high-cost beauty packages, consumers should request detailed written terms, confirm cancellation terms, and seek itemized quotations. It can be prudent to compare offers across providers, read the fine print, and beware of aggressive countdown or “special” offers that pressure quick decisions. If a deal seems unusually large or opaque, pausing the decision and seeking an independent opinion can help avoid regretful purchases.
Broader context in Singapore’s consumer landscape
CASE’s action fits into a wider pattern of consumer protection in Singapore’s vibrant beauty and personal care sector. In a market that blends luxury experiences with everyday services, regulators emphasize transparency, fair pricing, and clear disclosure of all terms. The DNA Brands case also intersects with ongoing scrutiny of how outwardly appealing marketing can mask complicated financial commitments, particularly for older consumers who may be more susceptible to high-pressure sales tactics.
Next steps for readers
Readers who believe they were affected by DNA Brands’ practices should file a formal complaint with CASE if they have not already done so. Documenting communications, receipts, and any written terms will strengthen verifications during investigations. Stay alert for updates from CASE and CCCS as the case progresses, and consider seeking independent financial or legal advice for large purchases in the future.
