More consumers in Hong Kong have reported aggressive and coercive sales tactics within the beauty industry, following a crackdown on the local operations of the UK-based brand Opatra London. The allegations include unsolicited physical contact, misuse of credit cards, and pressure to purchase expensive products.
The controversy intensified after the arrest of two managers at Opatra’s Hong Kong distributor on charges related to coercive sales practices. The company secretary subsequently resigned, and Hong Kong customs officers are investigating at least 25 complaints, with disputed transaction amounts ranging from HK$1,800 to HK$100,000. Opatra’s Hong Kong branches, located in Sha Tin, Yuen Long, and Causeway Bay, have suspended operations pending further developments. The UK headquarters confirmed a joint decision with the Hong Kong distributor to halt activities amid the ongoing probe.
Several consumers came forward to describe their experiences. One university student, identified only as John, said he was drawn into a “beauty trap” in May outside a Lionesse store on Hankow Road, Tsim Sha Tsui. He described being approached by a saleswoman who applied a skincare product to his face without consent, then persuaded him to enter the shop for additional treatments. He was shown purported skin impurities and urged to purchase a HK$30,000 annual facial package, agreeing only on condition that payments be capped at HK$2,500 monthly due to credit card limits.
John alleged that staff made multiple unauthorized attempts to charge his card for amounts well beyond the agreed limit, triggering a bank intervention. He ultimately paid HK$2,500 via a peer-to-peer payment platform to leave the store. Lionesse’s management has denied the use of high-pressure sales tactics, citing the open environment of the shop, and attributed failed transactions to standard bank authorizations. The company declined a refund and offered only product exchanges. Apex Retail, Lionesse’s Hong Kong operator, did not comment on individual claims.
In a separate case, a 42-year-old clerk surnamed Wong reported similar aggressive methods at The Mineral Boutique, part of Beauty Express Group, in a Festival Walk outlet. Wong said a saleswoman applied a product on her skin without permission and subsequently pressured her in a confined area, including grabbing her hand to prevent her departure. After Wong attempted to leave, the staff member allegedly told her: “What is there left to think about? You’ve already seen the results.” Wong filed a complaint with City’super, the parent company, which confirmed an internal investigation and reaffirmed its prohibition of aggressive sales. City’super reported receiving only a small number of complaints over five years and declined to comment on lease arrangements related to the store.
Beauty Express Group has declined detailed comment, emphasizing its zero-tolerance stance on coercive sales and non-consensual contact.
Legal experts warned that such sales practices may violate Hong Kong’s Trade Descriptions Ordinance, which prohibits harassment, coercion, and misleading conduct aimed at compelling consumers into unwanted purchases. Lawyer Eric Chan Pak-ho noted that the critical legal question is whether staff used undue pressure or influence to secure each transaction. Concealing refund policies could also raise liability risks. Commercial lawyer Kenix Yuen Pui-wan added that while applying products without consent might not alone breach the law, it could form part of a broader harassing sales strategy.
A clinical psychologist, Dr. Amos Cheung, remarked that high-pressure sales techniques exploit psychological vulnerabilities by triggering anxiety and emotional reasoning. He cautioned consumers to remain vigilant, especially against tactics that provoke fear or shame, suggesting firm responses and prompt withdrawal from pressured situations.
The growing number of complaints has intensified scrutiny on sales practices within Hong Kong’s beauty sector, prompting calls for stricter enforcement and consumer awareness.