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Privacy Policy

Beauty Pie is committed to keeping your data safe and respecting your privacy. This privacy policy informs you how we collect, use, and protect personal information.

Who We Are and How to Contact Us

Beauty Pie Limited is the company responsible for your personal data (the “data controller”).

We have appointed a Data Protection Officer who is responsible for personal data. If you have any questions or if you wish to exercise your legal rights please contact us using the details below:

Email address:

Postal address: Beauty Pie Limited, 1 Wells Street, London, W1T 3PQ

Attention: Data Privacy Team

You have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK regulator for data protection issues ( We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contact us in the first instance

Changes to this Privacy Policy

This version was last updated on 4 August 2023. Sometimes we may make changes to this policy to reflect how we process your data. If those changes are important, we will make this clear on our website, or by other means such as email.

Information We May Collect From You

We may collect, use, store and transfer the following types of personal data:

  • Identity data: includes name, title, date of birth, interests, photographs, audio/visual material, personal descriptions

  • Contact data: includes billing address, delivery address, email address and phone numbers

  • Financial data: includes bank account and payment card details

  • Transaction data: includes details about your order history and payments

  • Technical data: includes IP address browser, time zone setting, computer location, data on the connection of you to the Website, browser plug-in types, platform and operating system]

  • Usage Data: includes information about how you use our website, products and services

  • Marketing and Communications Data: includes your preferences in receiving marketing from us

We also collect, use and share information that cannot be used to identify you. If we combine or connect this with your personal data so that it can identify you, we treat the combined data as personal data which will be used in accordance with this policy.

We do not generally collect sensitive personal data, for example your race, ethnicity or religious beliefs. However there may be occasions where you are given the opportunity to share information about your health, where this is required to provide you with customer service. Where this is the case, we will always ask for your consent first, and we will tell you about how this data will be used.

Where we need to collect personal data by law, or under the terms of a contract we have with you and you fail to provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you. In this case, we may have to cancel a product or service you have with us but we will notify you if this is the case at the time.

How is Your Personal Data Collected?

We use different methods to collect data from and about you including through:

  • Direct interactions: you may give us your Identity, Contact and Financial Data by filling in forms or corresponding with us. This includes information you provide when you:

    • Subscribe to our service

    • Search for or Purchase a Product

    • Register to receive marketing

    • Participate in competitions, reviews, feedback, contests, promotions, discussions or other social functions

    • Create an account

    • Contact us (including but not limited to text, video and audio chat and conversations, contributions you make to our website and social media interactions)

  • Automated interactions: as you interact with our website, we may automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies, server logs and other similar technologies. Please see our cookie policy for further details.

  • Third parties: we may receive personal data about you from various third parties as set out below:

    • Analytics providers

    • Advertising networks

    • Search information providers

    • Data matching services such as Experian

    • Contact, Financial and Transaction Data from providers of technical, payment and delivery services

    • Digital customer experience delivery providers

    • Affiliate network publishers (such as partners who run competitions for us)

    • Social media providers

Please contact us if you need further details.

How We Use Your Personal Data

We use your personal data in a number of different ways, and only when the law allows us to. Most commonly, we use personal data:

  • Where we need to perform a contract with you.

  • Where it is  a reasonably expected part of running our business for example using your purchase history or combining it with other information in order to send you a personalised recommendation or identify trends (sometimes called our “legitimate interests”).

  • Where we need to comply with a legal obligation.

  • Where you consent to us doing so. You have the right to withdraw your consent at any time by emailing

We have set out below in more detail a description of all the ways we use personal data, and the reasons why we do so. There may be times where there is more than one reason why we are using your data. Please Contact us if you need details about the specific reason we are relying on to process your personal data.

PurposeType of dataWhy?
To register you as a new customer / member
  • Identity
  • Contact
So that we can perform a contract with you (to process your registration, grant you access to services, grant you access to members-only sections of the website, process any requests)
To take payments, give refunds, deliver your order and provide customer service
  • Identity
  • Contact
  • Financial
  • Transaction
  • Marketing and Communications
  • So that we can perform a contract with you (to deliver products, provide you with customer service, handle returns)
  • So that we can run our business
  • Where you consent when required
To manage our relationship with you which will include: (a) Notifying you about changes to our terms or privacy policy (b) Asking you to leave a review or take a survey
  • Identity
  • Contact
  • Profile
  • Marketing and Communications
  • So that we can perform a contract with you
  • So that we can comply with our legal obligations
  • So that we can run our business (to keep our records updated and to study how customers use our products)
To enable you to take part in a competition, complete a survey or find out what you like
  • Identity
  • Contact
  • Profile
  • Usage
  • Marketing and Communications
  • So that we can perform a contract with you
  • So that we can comply with our legal obligations
  • So that we can run our business (to keep our records updated and to study how customers use our products)
To enable you to register an account with us and participate in online activities such as reviews, testimonials, endorsements, chats, consultations and webinars
  • Identity
  • Contact
  • Profile
  • Usage
  • Marketing and Communications
So that we can run our business (to allow you to participate in interactive features of our site, study how customers use our products/services, to develop them and give you what you want)
To run, improve and protect our business and this website and to prevent and detect fraud
  • Identity
  • Contact
  • Technical
  • So that we can run our business (to protect our website and IT, prevent fraud against you or us, and in the context of a business reorganisation)
  • So that we can comply with our legal obligations
To measure and understand how our website is used and understand the effectiveness of the website and marketing
  • Identity
  • Contact
  • Usage
So that we can run our business (to improve our website and service)
To personalise our website for you and measure the effectiveness of any personalisation or advertising we serve
  • Identity
  • Contact
  • Profile
  • Usage
  • Marketing and Communications
  • Technical
So that we can run our business to ensure that our site is presented in the best way for you and your device, to improve your customer experience, to develop and grow our business and inform our strategy)
To show adverts to you and make recommendations for you
  • Identity
  • Contact
  • Profile
  • Usage
  • Marketing and Communications
  • Technical
  • So that we can run our business
    • to improve your customer experience,
    • to let you see our latest products and deals,
    • to study how customers use our services,
    • to grow our business and inform our marketing strategy
  • In certain circumstances, such as where you are not a customer or prospective customer, we rely on your consent

Marketing, Promotions and Offers

We try to give you choices around marketing and advertising. Generally, we do not rely on consent as a legal basis for processing your personal data although we will get your consent before sending third party direct marketing communications to you via email or text message. You have the right to withdraw consent to marketing at any time by contacting us.

You can stop receiving our marketing messages at any time by following the unsubscribe link in a promotional email, or by e-mailing us at

When you opt out of receiving these messages, this will not apply to personal data provided because of a product purchase. Bear in mind it might take a few days while we process your request.

We may (like many other businesses) show you our advertising when you visit other sites. Where this takes place, it may be based on information that we hold about you (for example, where you browse products on our website) and advertising technologies, for instance, ad tag, cookies, pixels, identifiers and web beacons. For more information, or to opt out of having your web browsing activity used for behavioural advertising purposes, please see the Cookies section below.

We may also work with other third parties to show you personalised advertising on third-party sites and platforms (such as Instagram). As part of this, we or the third party platform may match information about you to allow us to learn about your interests and personalise advertising. For more information about this advertising, or to opt out of seeing these types of ads, please visit these third-party sites and platforms.

Sometimes, we use information about our customers to target advertisements on third party platforms (such as Instagram or TikTok) that look similar to our customers, based on the platforms’ own data. To learn more about Interest-Based Advertising or to opt-out of this type of advertising by those third parties that are members of self-regulatory programs such as the Network Advertising Initiative, please visit the NAI’s website which will allow you to opt out of Interest-Based Advertising by one, or all, NAI members.

SMS Marketing

If you sign up to receive SMS marketing messages, these terms and conditions apply.

You can unsubscribe from these messages at any time by texting the keyword STOP to our shortcode to opt out of receiving our text messages. After texting STOP to our shortcode you will receive one additional message confirming that your request has been processed. You acknowledge that our text message platform may not recognize and respond to unsubscribe requests that do not include the STOP keyword command. 

If you sign up for our text messaging program, cookies may be used to personalise your experience (e.g. send you personalised text messages such as shopping cart reminders).


We use cookies and similar tech on our website. For more information on cookies, please see our Cookie Policy. You can also choose which types of cookies we can set by clicking here.

Change of Purpose

We will only use your personal data for the purposes for which we collected it, unless we consider that we need to use it for another reason and that reason is compatible with the original purpose. If you wish to get an explanation as to how the processing for the new purpose is compatible with the original purpose, please Contact us.

If we need to use your personal data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so.

Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.

Sharing Your Information

We do not sell your data – we are committed to respecting your privacy.

However we may have to share your personal data with some companies to allow us to provide services to you. These include:

  • Companies in the Beauty Pie group: Sometimes different companies in our group are responsible for different activities

  • IT service providers and web developers: These help us run our business

  • Payment processors: These provide payment services

  • Customs, regulators, fraud prevention, law enforcement agencies and other governmental authorities: These help protect you and our business

  • Shipping, postage and warehousing providers: These get your purchases to you

  • Customer service agencies and automation specialists: These help us monitor and improve our website, online experience, products or services and enhance our customer service

  • Promotional service providers direct marketing companies and companies who send personalised marketing on our behalf: These provide promotional services and include advertisers, advertising networks, analytics providers and search engine providers that require the data to select and serve relevant adverts to you and others, or assist us in the improvement and optimisation of our Website

  • Regulatory specialists and suppliers: These help ensure our products are of the highest quality, and assist with providing customer service

  • Professional advisers including lawyers, bankers, auditors, and insurers: These provide consultancy, banking, legal, insurance and accounting services

  • Companies approved by you: These include social media sites

  • Social media or web platforms

  • Other third parties: These include third parties to whom we may choose to sell, transfer, or merge parts of our business or our assets. Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy policy.

We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes unless you have consented to this and only permit them to process your personal data for specified purposes and in accordance with our instructions.


This website is not intended for children and we do not knowingly collect data relating to children.

If you are under 13, please do not send any information to us.

If we become aware that we have collected Personal Information from a child under the age of 13 without parental or guardian consent, we will delete that information.

If you are under 18 but over 13 please make sure you ask your parents or guardians for permission before sending any information to us.

Your Information and International Transfer

We and many of our suppliers work in countries outside of the UK or EUs. This sometimes involves sharing your data outside the UK or EU.

Whenever we transfer your personal data out of the UK, we ensure a similar degree of protection is afforded to it by ensuring at least one of the following safeguards is implemented:

  • We will only transfer your personal data to countries that have been deemed to provide an adequate level of protection.

  • Where we use certain service providers, we may use specific contracts or other transfer tools approved for use in the UK which give personal data the same protection it has in the UK.

Please Contact us if you want further information on the specific mechanism used by us when transferring your personal data.


We have put in place security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. We also limit access to your personal data to a ‘need to know’ basis. They will only process your personal data on our instructions and they are subject to a duty of confidentiality. We always use industry-standard encryption technologies when transferring and receiving consumer data exchanged with our Website.

Unfortunately, no data transmission over the Internet can be guaranteed to be 100% secure and we have no control over the public network through which personal information may be sent to our website. Once we receive your transmission, we will do our best to protect its security on our systems. We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.

Ordering online using your credit card details can be just as safe as ordering goods over the telephone. Where we have one, our Website will display any issued Secure Server Digital Certificate by a relevant online Certification Authority such as VeriSign.

How We Long We Keep Data For

We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for.

We always consider the amount, nature, and sensitivity of the personal data, the potential risk unauthorised use of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means.

Your Rights

You have rights relating to your personal data. These may include a right to:

  • Request access to your personal data.

  • Request correction of your personal data.

  • Request erasure of your personal data.

  • Object to processing of your personal data.

  • Request restriction of processing your personal data.

  • Request transfer of your personal data.

  • Withdraw consent

  • Complain to your regulator – in the UK, the Information Commissioner's Office

Some of these rights (such as the right to withdraw consent) can be exercised by clicking links we provide in messages. Others (such as the right to request correction of your data) can be exercised by amending details on your profile.

If you wish to exercise any of your rights, please contact us at and clearly explain the information you are requesting.

We may need to request specific information from you to help us confirm your identity. This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it.

We try to respond to requests within one month. Occasionally it may take us longer than a month if your request is complex or you have made several requests. In this case, we will notify you and keep you updated.

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© 2023 Beauty Pie. All rights reserved.From The New York Times. © 2020 The New York Times Company. All rights reserved. Used under license.

© 2023 Beauty Pie. All rights reserved.From The New York Times. © 2020 The New York Times Company. All rights reserved. Used under license.