Privacy policy

Privacy Policy

Elaine Trading Limited, trading as Elaine London Lash Lab

Last updated: 12 July 2026

Overview

This Privacy Policy explains how Elaine Trading Limited, trading as Elaine London Lash Lab (“we”, “us” or “our”), collects, uses, stores and shares your personal information when you visit our website, purchase from our store, create an account, contact us or otherwise use our services.

Elaine Trading Limited is the data controller responsible for the personal information described in this Privacy Policy.

Please read this Privacy Policy carefully. By using our website or services, you acknowledge that you have read this policy. Where consent is required for a particular activity, such as certain marketing communications or non-essential cookies, we will request it separately.

Personal Information We Collect or Process

“Personal information” means information that identifies you or can reasonably be linked to you. It does not include information that has been anonymised so that it can no longer identify you.

Depending on how you interact with our website and services, we may collect or process the following categories of personal information:

• Contact details, including your name, billing address, delivery address, telephone number and email address.
• Order and transaction information, including products viewed, added to your basket, ordered, returned, exchanged or cancelled, together with your order history.
• Payment information, including payment status, payment method and transaction details. Payments are processed by Shopify and authorised payment providers. We do not normally receive or store your complete payment-card number.
• Customer-account information, including account identifiers, preferences, settings and account activity. Passwords and authentication credentials may be securely processed by Shopify or another authentication provider and are not normally accessible to us in readable form.
• Communications, including information you provide when contacting us, requesting customer support, submitting a complaint or communicating about an order.
• Device and technical information, including your IP address, browser type, device type, operating system, network information and other identifiers.
• Website-usage information, including how you navigate and interact with our website, products, pages, advertisements and emails.
• Marketing preferences, including whether you have agreed to receive promotional communications and your cookie or privacy choices.
• Fraud and security information, including information used to assess transactions, prevent fraud and protect our customers and services.

Please provide accurate information and notify us if your information changes.

How We Collect Personal Information

We may collect personal information from the following sources:

• Directly from you, including when you place an order, create an account, contact us, enter a promotion, subscribe to marketing or otherwise provide information.
• Automatically through our website, including through cookies, pixels and similar technologies.
• From Shopify and our service providers, including payment processors, delivery companies, website providers, analytics providers and customer-support providers.
• From business and marketing partners, where permitted by law.
• From fraud-prevention, identity-verification and security providers.
• From publicly available sources, where lawful and relevant.

How We Use Your Personal Information

We may use your personal information for the following purposes.

Providing Products and Services

We use your information to:

• process and fulfil orders;
• process payments;
• arrange delivery;
• provide order and delivery updates;
• manage returns, refunds and exchanges;
• administer customer accounts;
• remember customer preferences;
• respond to enquiries and provide customer support; and
• provide other services requested by you.

We generally process this information because it is necessary to enter into or perform a contract with you.

Operating and Improving Our Website

We may use information to:

• operate and maintain our website;
• understand how customers use our website;
• improve our products, services and customer experience;
• diagnose technical issues;
• measure website performance; and
• personalise content and product recommendations.

Depending on the activity, we may rely on our legitimate interests, your consent or another lawful basis permitted by applicable law.

Marketing and Advertising

Where permitted by law, we may use your information to:

• send information about products, launches, offers and promotions;
• personalise marketing communications;
• measure the effectiveness of advertising;
• show relevant advertising on our website or other platforms; and
• understand customer interests and purchasing behaviour.

Where consent is required, we will request it before sending marketing or activating relevant advertising technologies.

You may unsubscribe from promotional emails at any time by selecting the unsubscribe link in the email or contacting us. Unsubscribing from marketing will not prevent us from sending essential communications about your account, orders or customer-service requests.

Security and Fraud Prevention

We may use personal information to:

• verify transactions;
• authenticate customer accounts;
• detect and prevent fraud;
• investigate suspicious, illegal or malicious activity;
• protect our website, customers and business; and
• establish, exercise or defend legal claims.

We generally rely on our legitimate interests and, where applicable, compliance with legal obligations.

Legal and Regulatory Requirements

We may use or retain personal information where necessary to:

• comply with tax, accounting and record-keeping requirements;
• comply with consumer-protection and product-safety obligations;
• respond to valid requests from courts, regulators or law-enforcement bodies;
• resolve complaints, disputes and chargebacks; and
• enforce our terms, policies and legal rights.

Lawful Bases for Processing

Where UK or European data-protection law applies, we process personal information using one or more of the following lawful bases:

• Contract: processing is necessary to enter into or perform our contract with you.
• Legal obligation: processing is necessary to comply with a legal requirement.
• Legitimate interests: processing is necessary for our legitimate business interests or those of another party, provided those interests do not override your rights and freedoms.
• Consent: you have given us permission for a specific activity. You may withdraw your consent at any time.
• Legal claims or substantial public interest: where applicable and permitted by law.

The lawful basis used depends on the purpose and circumstances of the processing.

Cookies and Similar Technologies

We and our service providers may use cookies, pixels and similar technologies to operate the website, remember preferences, analyse website use, prevent fraud and support advertising.

Some cookies are necessary for our website and checkout to function. Other cookies, including certain analytics and advertising cookies, may require your consent.

Where consent is required, non-essential cookies will not be activated until you have made a choice through our cookie banner or privacy controls.

You can review or change your cookie choices through the cookie settings available on our website. You may also manage cookies through your browser, although blocking necessary cookies may affect website functionality.

How We Share Personal Information

We may share personal information with the following categories of recipients where reasonably necessary:

• Shopify, which provides our ecommerce platform, checkout and related services.
• Payment providers, banks and financial institutions involved in processing transactions.
• Delivery and fulfilment providers, including postal services and couriers.
• Technology and hosting providers, including website, cloud-storage and IT-service providers.
• Analytics and advertising providers, subject to applicable consent and privacy requirements.
• Customer-service and communications providers, including email and support platforms.
• Professional advisers, including accountants, insurers, auditors and legal advisers.
• Fraud-prevention, identity-verification and security providers.
• Government bodies, courts, regulators or law-enforcement authorities, where disclosure is required or permitted by law.
• A purchaser, investor or successor organisation, in connection with a proposed or completed sale, merger, restructuring or transfer of our business or assets.

We do not permit service providers acting on our behalf to use personal information for unrelated purposes.

Relationship With Shopify

Our store is hosted by Shopify. Shopify collects and processes personal information to provide the ecommerce platform, checkout, customer-account and related services.

Information submitted through our store may be shared with Shopify and other service providers involved in providing the services. Shopify may process information in countries outside the country where you live.

Certain Shopify services may use information from interactions with our store and other Shopify merchants to improve services, personalise experiences, prevent fraud or support advertising features.

For processing undertaken independently by Shopify, Shopify is responsible for explaining how it uses your information and responding to relevant privacy requests. Further information is available through Shopify’s Consumer Privacy Policy and Shopify Privacy Portal.

Targeted Advertising and Data-Sharing Choices

Depending on where you live and the services enabled on our store, you may have the right to opt out of certain uses or disclosures of personal information for targeted advertising.

Where available, you may exercise this choice through the Data Sharing Opt-Out page or customer-privacy controls on our website.

Where supported and legally required, our website may also recognise a valid Global Privacy Control signal sent by your browser or device.

Third-Party Websites and Links

Our website may contain links to websites, applications or platforms operated by third parties.

We do not control those third parties and are not responsible for their privacy, security or content. Before providing information to a third party, you should review its privacy notice and terms.

The inclusion of a third-party link does not necessarily mean that we endorse that third party or its services.

Children’s Information

Our services are not intended for children, and we do not knowingly collect personal information from children who are not legally able to use the services independently.

If you are a parent or guardian and believe that a child has provided personal information to us, please contact us so that we can investigate and, where appropriate, delete the information.

We do not knowingly sell or share the personal information of children for targeted advertising.

Security

We use appropriate technical and organisational measures designed to protect personal information against unauthorised access, loss, misuse, alteration or disclosure.

However, no internet transmission or electronic-storage method can be guaranteed to be completely secure. Please do not send sensitive or confidential information through insecure communication channels.

You are responsible for protecting your customer-account login details. Please do not share passwords or access information with other people.

How Long We Keep Personal Information

We retain personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy.

The applicable retention period depends on factors including:

• how long the information is needed to provide our services;
• legal, tax, accounting and regulatory requirements;
• the duration of our relationship with you;
• whether you maintain a customer account;
• fraud-prevention and security requirements;
• the time needed to manage returns, refunds, complaints or chargebacks; and
• the time limits for bringing or defending legal claims.

When personal information is no longer required, we will delete it, anonymise it or securely restrict its use, unless further retention is required or permitted by law.

Your Privacy Rights

Depending on where you live, you may have some or all of the following rights:

• Access: to request confirmation of whether we process your information and receive a copy of it.
• Correction: to request correction of inaccurate or incomplete information.
• Deletion: to request deletion of your information in certain circumstances.
• Restriction: to request that we limit how we use your information.
• Objection: to object to processing based on legitimate interests or for direct marketing.
• Portability: to receive certain information in a structured, commonly used and machine-readable format.
• Withdrawal of consent: to withdraw consent where processing is based on consent.
• Marketing opt-out: to stop receiving promotional communications.
• Targeted-advertising opt-out: where such a right applies in your location.
• Complaint: to complain to the relevant data-protection authority.

These rights are not absolute and may be subject to legal limitations or exceptions.

To exercise a right, contact us using the information at the end of this policy. We may need to verify your identity before completing a request.

You may appoint an authorised representative to submit a request where permitted by law. We may require evidence that the representative is authorised to act for you.

We will respond within the timeframe required by applicable law.

Complaints

If you have a concern about how we collect or use your personal information, please contact us first so that we can investigate and respond.

You also have the right to complain to the Information Commissioner’s Office, the UK data-protection regulator.

If you live outside the United Kingdom, you may also have the right to complain to the data-protection authority responsible for your country or region.

International Transfers

Shopify and some of our other service providers may process or store personal information outside the United Kingdom or the country where you live.

Where personal information is transferred outside the United Kingdom or European Economic Area and the receiving country is not recognised as providing an adequate level of protection, we will rely on an appropriate transfer mechanism where required.

This may include approved contractual safeguards, such as the UK International Data Transfer Agreement, the UK Addendum to the European Commission’s Standard Contractual Clauses or another legally recognised safeguard.

Changes to This Privacy Policy

We may update this Privacy Policy to reflect changes to our business, services, legal obligations or privacy practices.

The revised policy will be posted on our website, and the “Last updated” date will be amended. Where required by law, we will provide additional notice or request renewed consent.

Contact Us

For questions about this Privacy Policy, our privacy practices or your personal-information rights, contact:

Elaine Trading Limited
Trading as: Elaine London Lash Lab
Company registration number: 17096711
Email: elaine.londonlashlab@hotmail.com
Phone: +44 7579 779743
Address: 1 Park Drive, London, E14 9GG, United Kingdom

For the purposes of applicable data-protection law, Elaine Trading Limited is the data controller responsible for the personal information covered by this Privacy Policy.