53 complaints filed against beauty and wellness company DNA Brands: Case
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Case advises consumers to consider sales offers carefully, compare prices with other retailers and seek a second opinion.
ST PHOTO: YEO KAI WEN
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SINGAPORE – The Consumers Association of Singapore (Case) has received 53 complaints from Aug 1, 2024, to Oct 14, 2025, against DNA Brands for misleading or pressuring customers into purchasing “excessive” beauty packages and products.
The total monetary value involved in the complaints amounted to more than $980,000, Case said in a statement on Oct 15.
In half of the complaints, the amount spent on beauty products or packages exceeded $10,000, with one consumer being charged at least $370,000.
At least 40 per cent of the complainants were aged 60 and above, Case added.
DNA Brands operates beauty salons under the Beautique brand and retail stores under The Mineral Boutique brand.
Complaints received against its beauty salons pertain to outlets in Ang Mo Kio, Orchard Plaza, The Centrepoint and Toa Payoh.
Complaints against The Mineral Boutique pertain to their Nex, Jewel and Wheelock Place outlets.
Case has engaged DNA Brands to sign an agreement to cease its unfair practices and to compensate affected consumers.
DNA Brands declined to sign the agreement and Case has referred the matter to the Competition and Consumer Commission of Singapore for investigation.
DNA Brands has been placed on Case’s Company Alert List, which is a list of companies against which Case has received consumer complaints.
Case president Melvin Yong said that unfair practices remain a persistent problem in the beauty industry and encouraged consumers to visit CaseTrust-accredited businesses.
He added: “At the same time, we continue to call on the Government to introduce a mandatory cooling-off period for pre-paid beauty packages, so that consumers have recourse when faced with unfair practices.”
In August, Case said that consumers lost more than $108,000 in the first half of 2025 after they paid in advance for beauty products and services that were never delivered, a near 500 per cent increase from 2024.
Case advises consumers to consider sales offers carefully, compare prices with other retailers and seek a second opinion.
Consumers can also ask for written information on the products and services being offered and keep receipts and documentation of transactions, said Case.
