40% of complaints against beauty firm made by senior citizens, 1 consumer charged $370k: Case
Beauty company DNA Brands Co has declined to agree in writing to cease its unfair practices and to compensate affected consumers, said the Consumers Association of Singapore (Case) in an Oct 15 media release.
DNA Brands Co operates beauty salons under the Beautique brand and retail stores under The Mineral Boutique brand, among others.
Between Aug 1, 2024, and Oct 14, 2025, Case received 53 complaints against the company.
Consumers reported being misled or pressured into purchasing excessive beauty packages or products. In one complaint, a consumer was charged at least $370,000.
At least 40 per cent of complainants were senior citizens. In half of the complaints, the amounts spent exceeded $10,000.
There were complaints against Beautique outlets in Ang Mo Kio, Orchard Plaza, The Centrepoint and Toa Payoh; and The Mineral Boutique outlets in Nex, Jewel Changi Airport and Wheelock Place.
In October 2024, Stomp reported that Stomper Amos alleged that his 68-year-old mother was "pressured" into buying a $1,200 skincare product from The Mineral Boutique in Nex shopping mall on May 24, 2024.
Although the payment was eventually refunded, the Stomper complained: "According to my mother, she expressed the intention to leave the shop numerous times, but the salespeople insisted that she remain seated to test the products.
"The retail manager even offered her a slice of cake, using a soft approach to make my mother part with her money. Feeling embarrassed, my mother eventually made the purchase."
A spokesperson for The Mineral Boutique later told Stomp the company made a police report against the Stomper for defamation and harassment.
In its media release, Case said that after receiving the complaints, the association engaged DNA Brands Co to sign a Voluntary Compliance Agreement to cease its unfair practices and to compensate affected consumers, but the company declined to do so.
Case referred the matter to the Competition and Consumer Commission of Singapore for investigation under the Consumer Protection (Fair Trading) Act and placed DNA Brands Co has been placed on Company Alert List.
