Did DNA Brands staff assist customers with CPF withdrawals?

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DNA Brands Staff Facilitated CPF Withdrawals for Customers

Staff at DNA Brands, a Singaporean beauty and wellness chain, allegedly assisted customers with their Central Provident Fund (CPF) withdrawals. This assistance included checking elderly customers' CPF balances and, in at least one instance, pressuring a consumer to use their CPF savings to purchase beauty packages and products. Some employees also aided customers in modifying their CPF withdrawal limits and directed them to nearby financial institutions for cash withdrawals.
Pressure Tactics Employed by DNA Brands Staff

The Competition and Consumer Commission of Singapore (CCS) investigated DNA Brands for unfair sales practices. An area manager and other employees reportedly employed a coordinated set of pressure tactics. These included leaving facial masks on customers after treatments concluded, thereby extending sales pitches within treatment rooms. The Consumer Association of Singapore (CASE) received 53 complaints against the company between August 2024 and October 2025, with disputed transactions exceeding S$980,000.
Targeting of Elderly Customers and Retirement Savings

A significant portion of the complaints, approximately 40 per cent, involved customers aged 60 or older. Investigators found that some employees inquired about the number of credit cards a customer possessed, ostensibly for promotional checks, but in reality, to gauge their spending capacity. The tactics escalated for elderly customers, with some staff accessing their CPF balances. This included instances where consumers were pressured to use their CPF savings for purchases.
Company's Response and Refund Commitment

Following the investigation, DNA Brands dismissed or suspended implicated employees and barred them from earning sales commissions, stating their conduct did not align with expected operational standards. The company has committed to ending unfair trade practices and has implemented enhanced compliance frameworks, staff training, and increased management oversight. DNA Brands has agreed to deposit up to S$1 million with an independent escrow agent to fund refunds for eligible customers who experienced undue pressure or aggravating circumstances when purchasing products or services from designated outlets from January 1, 2023.

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Did DNA Brands staff assist customers with CPF withdrawals?

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