Privacy Policy

Last updated: September 2026

At SHAYDE LONDON LIMITED, we are committed to protecting your privacy and handling your personal information responsibly, transparently and securely.

This Privacy Policy explains how we collect, use, store, share and protect your personal information when you visit shaydelondon.com, purchase our products, create or use a customer account, subscribe to our communications, contact us, or otherwise interact with SHAYDE LONDON.

We process personal information in accordance with applicable data protection legislation, including the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

Where other data protection laws apply to you, we will also process your personal information in accordance with those applicable requirements.

By using our website or services, you acknowledge that you have read this Privacy Policy.

1. Who We Are

This website is operated by:

SHAYDE LONDON LIMITED
Seymour Chambers
92 London Road
Liverpool
Merseyside
L3 5NW
United Kingdom

Company Registration Number: 17298021
VAT Registration Number: GB 526 6457 71

Email: support@shaydelondon.com

For the purposes of applicable data protection law, SHAYDE LONDON LIMITED is the data controller responsible for the personal information described in this Privacy Policy.

Throughout this Privacy Policy, “SHAYDE LONDON,” “we,” “our” and “us” refer to SHAYDE LONDON LIMITED.

2. Personal Information We Collect

The personal information we collect depends on how you interact with our website and services.

Contact Information

We may collect information including:

• Your full name
• Billing address
• Shipping address
• Email address
• Telephone number, where provided

We use this information to process and deliver orders, communicate with you and provide customer support.

Order and Purchase Information

When you place an order, we may collect information including:

• Products purchased
• Order value
• Order number
• Shipping method
• Delivery status
• Returns
• Refunds
• Exchanges
• Purchase history

This information is necessary for us to fulfil your order and provide our services.

Payment Information

Payments are processed securely through third-party payment providers.

Depending on the payment method you choose, these providers may process information including:

• Credit or debit card information
• Billing information
• Payment confirmation
• Transaction identifiers
• Fraud-prevention information

SHAYDE LONDON LIMITED does not store complete payment card numbers on its own servers.

Customer Account Information

If you create or use a customer account, we may process information including:

• Your name
• Email address
• Saved addresses
• Purchase history
• Account preferences
• Order history

Your account may allow you to access previous orders, manage certain information and view current order information.

Customer Service Information

If you contact us, we may collect the information you provide as part of your enquiry.

This may include:

• Product enquiries
• Order enquiries
• Delivery questions
• Return or refund requests
• Feedback
• Reviews
• Images or other content you voluntarily provide
• Correspondence with our customer support team

We use this information to respond to your enquiry and improve our customer service.

Marketing Information

If you subscribe to our newsletter or other marketing communications, we may process information including:

• Your email address
• Your marketing preferences
• Your interactions with marketing emails
• Whether you open or click certain communications

You can unsubscribe from marketing communications at any time.

Device and Technical Information

When you use our website, certain technical information may be collected automatically.

This may include:

• IP address
• Browser type
• Operating system
• Device type
• Language settings
• Time zone
• Pages visited
• Products viewed
• Referring website or URL
• Website interactions
• Session information

We use this information to operate and secure our website, understand how visitors interact with it and improve performance.

3. How We Collect Your Information

We collect personal information in several ways.

Information You Give Us

You provide information directly to us when you:

• Place an order
• Create or use a customer account
• Subscribe to our newsletter
• Contact customer support
• Submit a review
• Request a return, exchange or refund
• Participate in a promotion, survey or other activity

Some information is optional, while other information is required for us to provide the products or services you request.

Information Collected Automatically

When you visit our website, certain information may be collected automatically through:

• Cookies
• Similar technologies
• Server logs
• Analytics technologies
• Shopify functionality
• Advertising and measurement technologies, where permitted

Information From Service Providers

We may also receive relevant information from service providers that help us operate our business.

These may include providers of:

• E-commerce services
• Payment processing
• Fulfilment
• Shipping and delivery
• Fraud prevention
• Customer support
• Email communications
• Marketing
• Analytics
• Website hosting
• IT infrastructure

4. How We Use Your Personal Information

We use personal information only where we have a lawful basis and legitimate reason to do so.

We may use your information for the following purposes.

Processing and Fulfilling Orders

We use personal information to:

• Process payments
• Confirm orders
• Prepare products for dispatch
• Arrange delivery
• Provide delivery and tracking information
• Manage returns and refunds
• Communicate about your order
• Maintain transaction records

Providing Customer Support

We may use your information to:

• Respond to product questions
• Resolve order issues
• Assist with deliveries
• Process returns or refunds
• Provide account assistance
• Handle complaints
• Respond to general enquiries

Operating Customer Accounts

Where customer accounts are available, we may use your personal information to provide functionality such as:

• Account access
• Saved addresses
• Previous order information
• Faster checkout
• Order history
• Account preferences

Improving Our Website and Services

We may analyse information about how visitors use our website in order to:

• Improve website navigation
• Identify technical issues
• Improve page performance
• Understand customer journeys
• Understand product interest
• Improve our products and services
• Optimise the shopping experience

Where possible, we use aggregated or anonymised information for analytical purposes.

Marketing Communications

Where you have subscribed or where otherwise permitted by applicable law, we may send communications relating to:

• New products
• Product launches
• Restocks
• Special offers
• Promotions
• Beauty content
• SHAYDE LONDON news
• Other relevant brand updates

You can unsubscribe from marketing emails at any time by using the unsubscribe link included in our emails.

Unsubscribing from marketing will not prevent us from sending necessary transactional or service-related communications, such as order confirmations or delivery updates.

Advertising and Marketing Measurement

Subject to applicable consent requirements, we may use certain information to:

• Measure advertising performance
• Understand campaign effectiveness
• Analyse customer journeys
• Build or measure advertising audiences
• Provide relevant advertising
• Measure conversions

Non-essential advertising technologies will only be used where permitted by applicable law and, where required, after receiving your consent.

Fraud Prevention and Security

We may use information to:

• Detect suspicious activity
• Prevent payment fraud
• Protect customer accounts
• Protect our website
• Prevent unauthorised access
• Investigate security incidents
• Enforce our legal rights

5. Legal Bases for Processing

Under UK data protection law, we must have a lawful basis for processing personal information.

Depending on the circumstances, we may rely on one or more of the following legal bases.

Performance of a Contract

We process personal information where necessary to perform our contract with you.

This includes activities such as:

• Processing your order
• Taking payment
• Delivering products
• Managing returns
• Providing order-related customer support

Legitimate Interests

We may process personal information where necessary for our legitimate business interests, provided those interests are not overridden by your rights and freedoms.

Examples include:

• Improving our website
• Protecting our business
• Preventing fraud
• Maintaining website security
• Improving customer service
• Understanding website performance
• Operating our business efficiently

Consent

Where required, we rely on your consent for activities such as:

• Certain marketing communications
• Optional cookies
• Certain analytics technologies
• Personalised advertising technologies

You may withdraw your consent at any time.

Withdrawal of consent does not affect the lawfulness of processing carried out before consent was withdrawn.

Legal Obligations

We may process information where necessary to comply with legal requirements, including:

• Tax obligations
• Accounting requirements
• Regulatory requirements
• Consumer protection laws
• Lawful requests from authorities

6. Shopify

Our online store is powered by Shopify.

Shopify provides the e-commerce infrastructure that enables us to operate our online store and process transactions.

As part of providing these services, Shopify may process personal information including:

• Account information
• Order information
• Payment-related information
• Website activity
• Device information
• Purchase history

Shopify may act as a processor on our behalf and, for certain activities, may process personal information as an independent controller.

For further information about Shopify's processing activities, please refer to Shopify's own privacy documentation.

7. Payment Providers

Payments are processed by authorised third-party payment providers.

These providers may process information necessary to complete a payment, including:

• Card or payment details
• Billing information
• Transaction information
• Payment confirmation
• Fraud-prevention information

Payment providers are responsible for protecting payment information in accordance with their own legal and security obligations.

SHAYDE LONDON LIMITED does not store full payment card numbers on its own servers.

8. Shipping and Fulfilment Partners

We work with fulfilment, logistics and delivery providers to process and deliver customer orders.

We may share information necessary for fulfilment and delivery, including:

• Your name
• Shipping address
• Email address
• Telephone number where required
• Order contents
• Delivery instructions
• Relevant order information

These providers use personal information for purposes such as preparing your order, delivering your parcel and providing tracking information.

9. Marketing and Analytics Partners

Where permitted by law, we may work with advertising, marketing and analytics providers.

These services may help us:

• Measure website traffic
• Understand customer behaviour
• Measure advertising performance
• Track conversions
• Improve our campaigns
• Provide relevant advertising
• Understand the effectiveness of our marketing

Where consent is legally required, these technologies will not be activated until you have provided the appropriate consent.

10. How We Share Personal Information

We do not sell your personal information.

We may share personal information with trusted third parties where necessary to operate our business or provide our services.

These may include:

• Shopify
• Payment providers
• Fulfilment providers
• Delivery companies
• Customer support providers
• Email and communication platforms
• Marketing providers
• Analytics providers
• Fraud-prevention providers
• Website and IT service providers
• Professional advisers
• Regulators, courts or authorities where legally required

We seek to ensure that service providers process personal information only where necessary and in accordance with appropriate contractual and legal safeguards.

11. Legal Disclosure

We may disclose personal information where reasonably necessary to:

• Comply with applicable law
• Respond to lawful requests from authorities
• Comply with court orders
• Prevent or investigate fraud
• Protect our customers
• Protect our legal rights
• Enforce our agreements
• Establish, exercise or defend legal claims

Where appropriate, we limit disclosures to the information reasonably necessary for the relevant purpose.

12. International Data Transfers

Some of our service providers may process personal information outside the United Kingdom.

Where personal information is transferred internationally, we take appropriate steps to ensure that it remains protected in accordance with applicable data protection law.

Depending on the destination and circumstances, appropriate safeguards may include:

• UK adequacy regulations
• The UK International Data Transfer Agreement
• The UK Addendum to the European Commission Standard Contractual Clauses
• Standard Contractual Clauses where applicable
• Other legally recognised transfer mechanisms

The fact that some service providers process data internationally does not mean that SHAYDE LONDON currently ships products internationally.

13. Cookies and Similar Technologies

Our website uses cookies and similar technologies.

Cookies are small files or identifiers used by websites to provide functionality, remember preferences and understand how visitors interact with a website.

We may use cookies or similar technologies for purposes including:

• Keeping items in your basket
• Remembering preferences
• Supporting account functionality
• Maintaining website security
• Analysing website performance
• Understanding website traffic
• Measuring advertising performance
• Preventing fraud
• Providing relevant advertising where permitted

Strictly Necessary Cookies

Some cookies are necessary for the website to function correctly and cannot reasonably be disabled through our website.

Optional Cookies

Analytics, advertising and other non-essential cookies will only be used where permitted by applicable law and, where required, after you provide consent.

You may manage your cookie preferences through the cookie controls available on our website.

You can also manage cookies through your browser settings, although disabling certain cookies may affect website functionality.

14. Data Retention

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected and to meet applicable legal, accounting, tax, regulatory or security requirements.

Retention periods may depend on:

• The nature of your interaction with us
• Whether you maintain an account
• Whether you have purchased products
• Applicable tax and accounting obligations
• Fraud-prevention requirements
• Legal claims or disputes
• Regulatory requirements

Once information is no longer required, we may securely delete or anonymise it.

15. Data Security

We take appropriate technical and organisational measures designed to protect personal information against:

• Unauthorised access
• Accidental loss
• Misuse
• Alteration
• Unauthorised disclosure
• Destruction

Security measures may include:

• Secure encrypted connections
• Access controls
• Password protections
• Secure infrastructure
• System maintenance
• Security monitoring
• Internal procedures

However, no method of internet transmission or electronic storage can be guaranteed to be completely secure.

We therefore cannot guarantee absolute security, but we take reasonable steps to protect personal information and regularly review our security practices.

16. Your Privacy Rights

Under applicable data protection law, you may have rights relating to your personal information.

These may include the following.

Right of Access

You may request confirmation of whether we process your personal information and request access to the information we hold about you.

Right to Rectification

You may request correction of inaccurate or incomplete personal information.

Right to Erasure

In certain circumstances, you may request deletion of your personal information.

This right is not absolute. We may retain information where necessary to comply with legal obligations or establish, exercise or defend legal claims.

Right to Restrict Processing

In certain circumstances, you may request that we restrict the way your personal information is processed.

Right to Data Portability

Where applicable, you may request certain personal information in a structured, commonly used and machine-readable format.

Right to Object

You may object to certain processing based on our legitimate interests.

You also have the right to object to the use of your personal information for direct marketing.

Right to Withdraw Consent

Where processing is based on consent, you may withdraw your consent at any time.

Withdrawal does not affect processing that lawfully took place before your consent was withdrawn.

Rights Relating to Automated Decision-Making

Where applicable, you may have rights relating to decisions based solely on automated processing that produce legal or similarly significant effects.

SHAYDE LONDON LIMITED does not currently use solely automated decision-making of this nature in relation to customers.

17. Exercising Your Rights

If you would like to exercise a privacy right or have a question regarding your personal information, please contact:

support@shaydelondon.com

We may need to request additional information to verify your identity before acting on certain requests.

This helps us ensure that personal information is not disclosed to an unauthorised person.

We will respond to valid requests within the time periods required by applicable law.

18. Marketing Preferences

You can unsubscribe from marketing communications at any time by:

• Clicking the unsubscribe link in a marketing email; or
• Contacting us at support@shaydelondon.com

After unsubscribing, you may continue to receive essential transactional messages relating to matters such as:

• Orders
• Payments
• Shipping
• Returns
• Account security
• Legal notices

19. Children's Privacy

Our products and services are not specifically directed at children.

We do not knowingly collect personal information from children in circumstances where parental or other legal authorisation would be required.

If you believe that a child has provided personal information to us inappropriately, please contact us at:

support@shaydelondon.com

Where appropriate and legally required, we will take reasonable steps to delete that information.

20. Third-Party Websites and Services

Our website may contain links to third-party websites, applications or services.

Those third parties operate independently and may have their own privacy policies and practices.

We are not responsible for the privacy, security or content of third-party websites or services that are not controlled by SHAYDE LONDON LIMITED.

We encourage you to review the privacy information provided by third parties before providing personal information to them.

21. Changes to Our Business

If SHAYDE LONDON LIMITED undergoes a merger, acquisition, restructuring, sale of assets or another corporate transaction, personal information may be transferred as part of that transaction where legally permitted.

Any recipient of such information will remain subject to applicable data protection requirements.

22. Complaints

If you have concerns about how we process your personal information, we encourage you to contact us first so that we have an opportunity to address your concern.

You can contact us at:

support@shaydelondon.com

You also have the right to lodge a complaint with the UK Information Commissioner's Office (ICO) if you believe your personal information has been processed in breach of applicable data protection law.

Your right to complain to a supervisory authority is not affected by contacting us first.

23. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in:

• Our services
• Our business operations
• Applicable laws
• Regulatory requirements
• Technology
• Service providers
• Privacy practices

When we make changes, we will update the “Last updated” date at the beginning of this Privacy Policy.

Where required by law, we may provide additional notice of material changes.

We encourage you to review this Privacy Policy periodically.

24. Contact Us

If you have any questions about this Privacy Policy, wish to exercise your privacy rights or would like more information about how we process your personal information, please contact:

SHAYDE LONDON LIMITED
Seymour Chambers
92 London Road
Liverpool
Merseyside
L3 5NW
United Kingdom

Company Registration Number: 17298021
VAT Registration Number: GB 526 6457 71

Email: support@shaydelondon.com