Privacy Policy

Effective Date: April 2022


Disrupting Beauty Limited dba Unhidden Beauty (collectively “Unhidden Beauty”), respect your privacy and are committed to protecting your personal data in full compliance with applicable law. This privacy policy explains how and why we collect and use the personal data of our clients, partners, suppliers, and visitors to our sites, and how the law protects such personal data. Please refer to the Glossary to understand the meaning of some of the terms used in this privacy policy.






This privacy policy explains how Unhidden Beauty collects and processes your personal data through your use of this website and your interactions with Unhidden Beauty staff. This policy only applies to the personal data described in section 2, in Unhidden Beauty's role as a data controller. This policy does not apply to any content, data or information processed, stored, or hosted by other persons or companies. 

Our websites and our services are not intended for those persons under 13 years of age, and we do not knowingly collect data relating to or direct marketing at such persons. If you believe that we have collected information about a person under 13, please contact us per the contact details below, so that we may delete the information in question.

It is important that you read this privacy policy together with any other privacy policy or fair processing policy we may provide on specific occasions when we are collecting or processing personal data about you, so that you are aware of how and why we are using your data. This privacy policy supplements other notices and privacy policies and is not intended to override them. 

Data Controller 

Unhidden Beauty is the data controller (the entity which determines the purpose and means of processing personal data) with respect to the personal data described under this privacy policy (collectively referred to as “Unhidden Beauty” “we”, “us” or “our” in this privacy policy).

If you have any questions about this privacy policy, including any requests to exercise your legal rights, please contact us using the details set out below.

Contact Details

If you have any questions about this privacy policy or our privacy practices, please contact us as follows:

Email address:

Postal address: Room 3.15, Unhidden Beauty, Kennington Business Park, Canterbury Court, 1-3 Brixton Road, London, SW9 6DE.

You have the right to make a complaint at any time to the supervisory authority for data protection issues in the EU Member State country in which you reside. We would, however, appreciate the chance to deal with your concerns before you approach the supervisory authority so please contact us in the first instance.

Changes to the Policy; Please Inform Us of Changes  

We keep our privacy policy under regular review and may modify this policy from time to time. If we make any changes to this Policy, we will post the amended terms and change the “Revised” date above.

It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us.

Third Party Links

This site may include links to third party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third party sites, services or applications, and are not responsible for their privacy statements.


Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (such as anonymous or deidentified data).

We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows: 

  1. Identity Data includes first name, last name, title and position in your organisation, as well as identifying numbers such as drivers license or passport numbers 
  2. Contact Data includes postal address, delivery address, email address, messaging and social network addresses, and telephone numbers
  3. Transaction Data icludes details about transactions with, and products and services you have purchased from, us or that we have purchased from you
  4. Generalized Relationship and Other Data includes details about your employer, family, friends, colleagues, demographics, or household that you elect to disclose to us, to the extent such details include personal data, as well as financial and business information disclosed in furtherance of our services or relationship
  5. Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.

We also collect, use and share aggregated data such as statistical or demographic data for any purpose. Aggregated data may be derived from personal data but is not considered personal data or under applicable law as this data does not reveal your identity. However, if we combine or connect aggregated data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this privacy policy.

We do not collect any special categories of personal data about you (this includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health, and genetic and biometric data), nor do we collect any information about criminal convictions and offences.

Cookie Policy

We may collect Information using “cookies,” which are small files placed on your hard drive that may uniquely identify your browser and collect certain Information about you, and which are necessary to provide the functionality of our websites (such as for authentication) or, with your opt-in consent, help us analyze our web page flow, customize our Service, measure promotional effectiveness, and promote trust and safety. Certain features are only available through the use of cookies. You are always free to decline cookies via your browser settings, although doing so may interfere with your use of the site. You may encounter cookies from third parties that we do not control. Please review our cookie policy here.

Most web browsers are set to accept cookies by default. If you prefer, you can usually choose to set your browser to remove cookies and to reject cookies. If you choose to remove or reject cookies, this may affect certain features of our sites. For further information about cookies, including how to refuse cookies, please visit

Residents of Europe

If you reside in the European Union, Switzerland, Norway, Lichtenstein or Iceland, and are protected by European data protection requirements, we will treat your personal data in compliance with our EU-US Privacy Policy (below) and the General Data Protection Regulation (GDPR). 

If you fail to provide personal data  

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 (for example, to provide you with services). In this case, we may have to cancel a transaction you may have with us but we will notify you if this is the case at the time.


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

Direct interactions. You may give us personal data by filling in forms or by corresponding with us by post, phone, email, live interaction, or otherwise. This includes personal data you provide when you:

    • apply for our products or services;
    • request marketing to be sent to you;
    • engage with us in the provision and receipt of products and services;
    • enter a survey; or
    • give us feedback or contact us.

    Third parties or publicly available sources. We may receive personal data about you from various third parties and public sources as set out below:

      • technical data and analytics from providers based inside and outside the EU. 
      • contact and transactions data from providers of technical, payment and delivery services.
      • identity and contact data from publicly available sources such as social media networks.

    We will only use your personal data as the law allows. Most commonly, we will use your personal data in the following circumstances:

      • where we need to perform a contract or engage in services we are about to start or have commenced.
      • where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
      • where we need to comply with a legal obligation.

    Purposes for which we will use your personal data  

    We will process your personal data only where there is a lawful basis to do so, specifically:

    • to perform a contract or maintain a business or professional relationship with you or your employer, including:
    • using your information to deliver, or contact you regarding, products or services; and
    • exchanging information in connection with a contract or relationship between us.
    • where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests, including;
      • to deliver relevant content to you;
      • to make suggestions and recommendations to you about goods or services that may be of interest to you; and
      • to establish, exercise and/or defend our legal rights including in any legal proceedings.
    • to comply with a legal or regulatory obligation, including:
      • complying with any applicable regulatory requirements in terms of anti-money laundering rules;
      • undertaking conflict of interest checks; 
      • regulatory and contractually-mandated audits; and
      • data protection rules.
    • where you have consented to the particular use of your data, including:
      • sending you marketing emails; and
      • taking part in surveys.

    Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. Please contact us if you need details about the specific legal ground we are relying on to process your personal data where more than one ground has been set out in the table below.

    We do not use personal data for the purpose of using automated decision making or profiling.

    Promotional offers from us  

    We may use your personal data to form a view on what we think you may want or need, or what may be of interest to you. This is how we decide which products, services and offers may be relevant for you.

    You will receive such marketing communications from us if you have requested information from us, have engaged in a professional or business relationship with us, or purchased goods or services from us, and you have not opted out of receiving that marketing. You may opt out of marketing at any time via contacting us. 

    Third-party marketing  

    We will get your express opt-in consent before we share your personal data with any third party for marketing purposes.

    Sales of personal data

    We do not engage in the sale of personal data and will not do so unless we allow you a means of opting out, or in connection with a merger, acquisition or sale of shares, business or assets.  

    Opting out  

    You can ask us or third parties to stop sending you marketing messages at any time by contacting us at any time.

    Where you opt out of receiving these marketing messages, this will not apply to personal data provided to us as a result of account management, product/service experiences, and other transactions.

    Change of purpose  

    We will only use your personal data for the purposes for which we collected it, unless we reasonably 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.


    We may share your personal data with the parties set out below for the purposes set out in section 4.

    • external third parties as set out in the Glossary.
    • third parties to whom we may choose to sell, transfer or merge parts of our business or our assets or that we acquire or merge with. 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 policy.
    • our affiliated entities and our service providers, consultants and other contractors in order to support or enhance our products, services and business operations, and to make available and consummate transactions and relationships. Such parties' use and processing of personal data will be subject to security or confidentiality obligations consistent with this policy and applicable law, and pursuant to written contractual obligations consistent with this policy.
    • as required to comply with applicable law or lawful requests or process, or to enforce our terms and agreements, and to protect the rights, safety and property of Unhidden Beauty, our agents, employees, customers, and others.

    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 and only permit them to process your personal data for specified purposes and in accordance with our instructions.


    Some of our external third parties are based outside the European Economic Area (EEA) so their processing of your personal data will involve a transfer of data outside the EEA.

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

    • subject to the points below, we will only transfer your personal data to countries that have been deemed to provide an adequate level of protection for personal data by the European Commission. 
    • where we use certain service providers, we may use specific contracts approved by the European Commission which give personal data the same protection it has in Europe. 
    • where we use providers based in the US, we may transfer data to them if they are part of the Privacy Shield which requires them to provide similar protection to personal data shared between Europe and the US. 

    Please contact us if you want further information on the specific mechanism used by us when transferring your personal data out of the EEA. 


     We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.

    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 when we are legally required to do so.


    We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation.

    To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.


     You have rights under data protection laws in relation to your personal data. You have the right to:

    a) request access to your personal data (commonly known as a “data subject access request”). This enables you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it.

    b) request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us. 

    c) request erasure or deletion of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. However, please note that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request.

    d) object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) and there is something about your particular situation which makes you want to object to processing on this ground as you feel it impacts on your fundamental rights and freedoms. You also have the right to object where we are processing your personal data for direct marketing purposes. In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your rights and freedoms.

     e) request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in the following scenarios:

    • to establish the data’s accuracy.
    • where our use of the data is unlawful but you do not want us to erase it.
    • where you need us to hold the data even if we no longer require it as you need it to establish, exercise or defend legal claims.
    • you have objected to our use of your data but we need to verify whether we have overriding legitimate grounds to use it.

    f) request the transfer of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format.

    g) withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you or otherwise continue our relationship. We will advise you if this is the case at the time you withdraw your consent.

    If you wish to exercise any of the rights set out above, please contact us.

    No fee usually required  

    You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we may refuse to comply with your request in these circumstances.

    What we may need from you  

     We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. 

    Time limit to respond  

    We try to respond to all legitimate requests within 45 days. Occasionally it could take us longer if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.


    Comply with a legal obligation means processing your personal data where it is necessary for compliance with a legal obligation that we are subject to.

    Legitimate interest means the interest of our business in conducting and managing our business to enable us to give you the best service/product and the best and most secure experience. We must consider and balance any potential impact on you (both positive and negative) and your rights before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law). You can obtain further information about how we assess our legitimate interests against any potential impact on you in respect of specific activities by contacting us.

    Performance of contract means processing your data where it is necessary for the performance of a contract to which you are a party or to take steps at your request before entering into such a contract.

    Personal data or personal information means any information (either alone or in combination with other information we hold) that specifically identifies you as an individual, such as your name, address and physical location, account numbers, email addresses, and telephone numbers.

    Profiling means any form of automated processing of personal data consisting of the use of personal data to evaluate certain personal aspects relating to a natural person, in particular to analyse or predict aspects concerning that natural person's performance at work, economic situation, health, personal preferences, interests, reliability, behaviour, location or movements.

    External third parties   

    • Service providers acting as data processors based inside and outside the EU, including in the United States, who provide IT and system administration services and secure cloud-based information services.
    • Professional advisers acting as processors or joint controllers including lawyers, bankers, agents, auditors and insurers based inside and outside the EU, including in the United Kingdom, who provide consultancy, banking, legal, insurance, travel and accounting services.
    • Such companies may include other financial service providers such as brokerage firms, investment adviser firms, insurance companies, banks, leasing companies, fund managers and manufacturers, borrowers, lessees, sellers, buyers, and export, credit and ratings agencies.
    • Such third parties may include: Shopify, Rakuten*, Print Bind Ship, Facebook, Klaviyo, Ethix Digital, Google.

    *We partner with Rakuten Advertising, who may collect personal information when you interact with our site. The collection and use of this information is subject to the privacy policy located here: Additionally, here is Rakuten's opt out form:


    If you are a California resident, California law may provide you with certain rights regarding our use of your personal information. 

    1. “Do Not Track” under the California Online Privacy Protection Act. We are not aware of any processes for others collecting personal information about your activities on our websites over time and across third party websites, apps, or other online services, nor do we knowingly collect information about your activities over time across third party sites and services.  
    1. California's "Shine the Light" law (Civil Code Section § 1798.83). This law permits users of our website that are California residents to request certain information regarding our disclosure of personal information to third parties for their direct marketing purposes. To make such a request, please send an email to us as set forth in section 2.
    1. California Consumer Privacy Act (CCPA).

    This part (C) serves as a privacy notice for California residents and applies solely to all visitors, users, and others who reside in the State of California. This part is effective upon the effective date of enforcement of the CCPA. We adopt this policy to comply with the CCPA as of the effective date of this policy, and any terms defined in the CCPA have the same meaning when used in this notice. Note that provision of this CCPA notice is not an admission on our part that Unhidden Beauty is a “business” within the meaning of the CCPA, and nothing in this policy may be construed as such an admission.

    Personal information we collect

    We collect information that identifies, relates to, describes, references, is capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular person (“personal information”) that falls within the following categories of personal information, and have done so within the last (12) months:


    Information Collected


    A real name, postal address, unique identifier, online identifier, Internet Protocol address, email address, and account name.

    Personal information categories listed in the California Customer Records statute (Cal. Civ. Code § 1798.80(e))

    A name, physical characteristics or description, address, telephone number, financial and business information.

    Commercial information

    Records of personal property, products or services purchased, obtained, or considered, or other transaction histories.

    Internet or other similar network activity

    A consumer’s interaction with a website.

    Professional information

    Job title, position, description; identity of employer


    Personal information does not include: (a) publicly available information from government records; (b) deidentified information or aggregate consumer information; (c) information excluded from the CCPA’s scope; and (d) personal information covered by certain sector-specific privacy laws.

    We obtain the categories of personal information listed above from the following categories of sources:

    • directly from you or publicly available sources. For example, from forms you complete or products and services you purchase or sell, or from information you choose to display in publicly accessible social media accounts.
    • indirectly when you use our services (eg cookies when using our website).

    Our use of personal information

    We may use or disclose the personal information we collect for the purposes set forth in this Policy, and one or more of the following business purposes:

    • to fulfill or meet the reason you provided the information. For example, if you share your name and contact information to request a price quote or ask a question about our products or services, we will use that personal information to respond to your inquiry. If you provide your personal information to purchase a product or service, we will use that information to process your payment and facilitate delivery.
    • to provide, support, personalize, and develop our website, products, and services.
    • to create, maintain, customize, and secure your account with us.
    • to process your requests, purchases, transactions, and payments and prevent transactional fraud.
    • to provide you with support and to respond to your inquiries, including to investigate and address your concerns and monitor and improve our responses.
    • to deliver content and product and service offerings relevant to your interests, including targeted offers and ads through our sites, third-party sites, and via email or text message (with your consent, where required by law).
    • to help maintain the safety, security, and integrity of our website, products and services, databases and other technology assets, and business.
    • for testing, research, analysis, and product development.
    • to respond to law enforcement requests and as required by applicable law, court order, or governmental regulations.
    • as described to you when collecting your personal information or as otherwise set forth in the CCPA.
    • auditing related to a current interactions and concurrent transactions, including, but not limited to, counting ad impressions to unique visitors, verifying positioning and quality of ad impressions, and auditing compliance with this specification and other standards.
    • detecting security incidents, protecting against malicious, deceptive, fraudulent, or illegal activity, and prosecuting those responsible for that activity.
    • debugging to identify and repair errors that impair existing intended functionality.
    • to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal information held by us is among the assets transferred.

    We will not collect additional categories of personal information or use the personal information we collected for materially different, unrelated, or incompatible purposes without providing you notice.

    Sharing personal information

    We may disclose any or all of the categories above of your personal information to a third party for a business purpose, as set forth in section 11 above (External Third Parties), and we have done so in the last 12 months. When we disclose personal information for a business purpose, we enter a contract that describes the purpose and requires the recipient to both keep that personal information confidential and not use it for any purpose except performing the contract. The CCPA prohibits third parties who purchase the personal information we hold from reselling it unless you have received explicit notice and an opportunity to opt-out of further sales.

    We disclose your personal information for a business purpose to the following categories of third parties:

    • delivery and fulfillment service providers (eg UPS)
    • 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 Policy. 
    • any other third parties you have permitted us to disclose your personal information to 
    • as set forth in this Policy

    Your rights and choices

    You have the right to request that we disclose certain information to you about our collection and use of your personal information over the past 12 months. Once we receive and confirm your verifiable consumer request, we will disclose to you:

    • the categories of personal information we collected about you.
    • the categories of sources for the personal information we collected about you.
    • our business or commercial purpose for collecting or selling that personal information.
    • the categories of third parties with whom we share that personal information.
    • the specific pieces of personal information we collected about you (also called a data portability request).
    • if we sold or disclosed your personal information for a business purpose, two separate lists disclosing: (a) sales, identifying the personal information categories that each category of recipient purchased; and (b) disclosures for a business purpose, identifying the personal information categories that each category of recipient obtained.

    Deletion request rights

    California residents have the right under the CCPA to request that we delete any of their personal information that we have collected and retained, subject to certain exceptions. Once we receive and confirm a verifiable consumer request (see below), we will delete (and direct our service providers to delete) relevant personal information from our records, unless an exception applies.

    We may deny California residents’ deletion request if retaining the information is necessary for us or our service provider(s) to:

    • complete the transaction for which we collected the personal information, provide a good or service that you requested, take actions reasonably anticipated within the context of our ongoing business relationship with the requesting individual, or otherwise perform our contract with a requesting individual. 
    • detect security incidents, protect against malicious, deceptive, fraudulent, or illegal activity, or prosecute those responsible for such activities.
    • debug products to identify and repair errors that impair existing intended functionality.
    • exercise free speech, ensure the right of another to exercise their free speech rights, or exercise another right provided for by law.
    • enable solely internal uses that are reasonably aligned with consumer expectations.
    • comply with a legal obligation.
    • make other internal and lawful uses of that information that are compatible with the context in which you provided it.

    Verifiable consumer request

    To exercise the access, data portability, and deletion rights under the CCPA described above, please submit to us a verifiable consumer request as set forth in section 2 above.

    Only a California resident, or a person registered with the California Secretary of State that a California resident has authorized to act on their behalf, may make a verifiable consumer request related to their personal information. A California resident may also make a verifiable consumer request on behalf of their minor child.

    A verifiable consumer request for access or data portability can only be made twice within a 12-month period. The verifiable consumer request must provide sufficient information that allows us to reasonably verify the California resident about whom we collected personal information or an authorized representative, and contain sufficient detail that allows us to properly understand, evaluate, and respond to it. We cannot respond to your request or provide personal information if we cannot verify your identity or authority to make the request and confirm the personal information relates to you.

    Making a verifiable consumer request does not require you to create an account on our website. However, we do consider requests made through your password protected account sufficiently verified when the request relates to personal information associated with that specific account. We will only use personal information provided in a verifiable consumer request to verify the requestor's identity or authority to make the request.

    We will endeavour to respond to a verifiable consumer request within 45 days of its receipt. If we require more time (up to 90 days), we will inform you of the reason and extension period in writing. If you have an account with us, we will deliver our written response to that account. If you do not have an account with us, we will deliver our written response by mail or electronically.

    Any disclosures we provide will only cover the 12-month period preceding the verifiable consumer request’s receipt. The response we provide will also explain the reasons we cannot comply with a request, if applicable. For data portability requests, we will select a format to provide your personal information that is readily useable and should allow you to transmit the information from one entity to another entity without hindrance.

    We do not charge a fee to process or respond to your verifiable consumer request unless it is excessive, repetitive, or manifestly unfounded. If we determine that the request warrants a fee, we will tell you why we made that decision and provide you with a cost estimate before completing your request.


    We will not discriminate against you for exercising any of your CCPA rights. Except as permitted by the CCPA, we will not:

    • deny you goods or services.
    • charge you different prices or rates for goods or services, including through granting discounts or other benefits, or imposing penalties.
    • provide you a different level or quality of goods or services.
    • suggest that you may receive a different price or rate for goods or services or a different level or quality of goods or services.