Privacy policy
Last updated: 18 October 2026
Beauty and the Button respects your privacy and is committed to protecting your personal information. This Privacy & Cookie Policy explains what information we collect, why we use it, who we may share it with, how long we keep it and the rights and choices available to you.
1. Who we are
Beauty and the Button is operated by:
BEAUTY AND THE BUTTON LIMITED
Company number: 12495212
Registered in England and Wales
BEAUTY AND THE BUTTON LIMITED is the data controller responsible for the personal information described in this policy.
Privacy contact: Mr G Barnes
Correspondence address: 112 Bay Avenue, Wolverhampton, WV14 0TT, United Kingdom
Email: smile@beautyandthebutton.co.uk
2. Information we collect
Depending on how you interact with Beauty and the Button, we may collect:
- your name;
- billing and delivery addresses;
- email address and telephone number;
- order and transaction information;
- products purchased, viewed or added to your shopping basket;
- customer account information;
- communications you send to us;
- marketing preferences and consent choices;
- reviews and feedback;
- information about how you use our website, where permitted;
- technical information such as your IP address, browser and device information; and
- photographs, artwork, names, wording or other content you provide when requesting a personalised product.
If you provide personal information about another person, for example for a personalised product or delivery to another person, you should have their permission to provide that information where required.
We do not normally receive or store your full payment card details. Payments are processed securely by the payment providers available through our checkout.
3. How we collect your information
We collect information directly from you when you:
- place an order;
- create or use a customer account;
- contact us or make an enquiry;
- subscribe to our marketing;
- submit a review;
- request a personalised product; or
- communicate with us through email, our website, Facebook, Instagram or WhatsApp Business.
We may also receive information automatically through our website and ecommerce systems, including Shopify and technologies such as cookies, pixels and similar technologies, subject to your consent choices where required.
We may receive relevant information from service providers that help us operate our store, process payments, deliver orders, advertise our products and provide customer services.
4. How and why we use your information
Orders and customer accounts
We use personal information to:
- process and fulfil your order;
- take and administer payments;
- arrange delivery;
- provide order updates;
- manage returns and refunds;
- provide and administer customer accounts;
- respond to questions about your order; and
- create personalised products requested by you.
Our principal lawful basis for this processing is that it is necessary to perform our contract with you or to take steps at your request before entering into a contract.
Customer service
We use your information to respond to enquiries, resolve problems and provide customer support through channels including email, our website, Facebook, Instagram and WhatsApp Business.
Depending on the nature of your enquiry, we rely on performance of our contract with you or our legitimate interests in providing effective customer service and operating our business.
Accounting, tax and legal requirements
We process and retain appropriate transaction, invoice and business records for accounting, taxation, fraud prevention and other legal or regulatory requirements.
We generally rely on compliance with our legal obligations. Where appropriate, we may also rely on our legitimate interests in managing and protecting our business.
Email marketing
If you subscribe to our marketing, we may use your email address and relevant information to send you news, new products, offers and other Beauty and the Button marketing.
Where consent is required, we rely on your consent. You can unsubscribe at any time using the unsubscribe link included in our marketing emails.
UK electronic marketing rules also contain a limited existing-customer provision, commonly known as the soft opt-in. Where its requirements are met, we may contact existing customers about our own similar products and services. Customers must have been given an appropriate opportunity to opt out when their details were collected and must be given a straightforward way to opt out in every subsequent marketing message.
We use Omnisend to help manage our email marketing and marketing automations.
Abandoned baskets and checkouts
Where permitted, we may use information about shopping activity to provide basket or checkout reminders and related communications.
Behavioural tracking used by Omnisend is subject to our website consent controls where consent is required. Visitors who do not consent to the relevant optional tracking may not receive communications or personalisation that depend on that tracking.
Advertising and website measurement
We use services provided by Google and Meta to advertise Beauty and the Button and understand the effectiveness of our advertising.
Subject to your consent choices where required, these services may use cookies, pixels and similar technologies to measure activity, understand interactions with our website, create advertising audiences and deliver or measure advertising.
This may include Google advertising and analytics technologies and Meta technologies such as the Meta Pixel and Conversions API.
Where consent is required for these technologies, they are controlled through our cookie consent system.
Reviews and feedback
We use Loox to request, collect and display customer reviews. We may also use services such as Google Reviews and Trustpilot for customer feedback and review invitations.
Relevant customer and order information may be used or shared with these services where necessary to request or administer genuine customer reviews.
Our lawful basis is normally our legitimate interest in obtaining customer feedback, improving our products and services, and helping prospective customers make informed purchasing decisions. Where consent is required for a particular activity, we will rely on consent.
Operating, improving and protecting our business
We may use appropriate information to operate, secure, troubleshoot and improve our website and services, prevent fraud and misuse, understand business performance and maintain appropriate business records.
We rely on our legitimate interests where those interests are not overridden by your data protection rights.
5. Who we share your information with
We do not sell your personal information.
We share personal information only where reasonably necessary to operate our business, provide services to you, meet our legal obligations or where you have authorised the relevant processing.
This may include:
- Shopify, which provides our ecommerce platform, customer account and store infrastructure;
- payment providers available through our checkout, including Shopify Payments, PayPal and Klarna;
- delivery providers, principally Royal Mail, and occasionally DPD for suitable or oversized parcels;
- Omnisend for email marketing and marketing automation;
- Google for services including email and business communications, advertising and website measurement;
- Meta in connection with Facebook, Instagram, WhatsApp Business and advertising and measurement services;
- Loox and, where used, Google Reviews and Trustpilot for customer reviews and feedback;
- Xero and associated integrations for bookkeeping, accounting and financial administration;
- Pandectes for website privacy and consent management;
- technology, analytics and ecommerce service providers that help us operate, secure and understand our store; and
- professional advisers, regulators, the police, courts or other public authorities where disclosure is required or permitted by law.
We only share the personal information reasonably required for the relevant purpose.
6. Payments
Payments made through our website are processed using the payment method you select at checkout.
This may include Shopify Payments and its supported payment methods, PayPal and Klarna.
Beauty and the Button does not normally receive your full payment card number. Payment providers process payment credentials under their own security and privacy arrangements. We receive the transaction and order information necessary to administer your purchase, payment, refund or any payment dispute.
7. Delivery
To fulfil your order, we provide delivery companies with the information reasonably necessary to deliver your parcel, such as your name, delivery address and relevant contact information.
We primarily use Royal Mail through Click & Drop and may use DPD for certain larger or otherwise suitable parcels.
8. Cookies and similar technologies
Our website uses cookies and other storage or access technologies.
Some technologies are necessary for our website, shopping basket, checkout, security, privacy choices and other essential functions to operate.
We may also use optional technologies for functionality, analytics, marketing, advertising and personalisation.
Where consent is required, optional technologies are not activated until you make the relevant consent choice.
Our cookie banner allows you to Accept, Decline or manage your individual consent preferences. You can reopen Cookie settings using the cookie settings control on our website at any time to review or change your choices.
We use Pandectes to help manage website consent and communicate your consent choices to our ecommerce platform and connected services.
For details of the cookies and storage technologies currently detected on our website, together with information about their providers and purposes, please see our Cookie Declaration.
9. International processing and transfers
Some of the service providers we use operate internationally or use systems located outside the United Kingdom. This means personal information may sometimes be processed or accessed outside the UK.
Where UK data protection law requires safeguards for an international transfer, we use or rely on an appropriate lawful transfer mechanism. Depending on the destination and service provider, this may include UK adequacy regulations or appropriate contractual or other safeguards recognised under UK data protection law.
You can contact us if you would like further information about safeguards relevant to your personal information.
10. How long we keep your information
We do not keep personal information for longer than reasonably necessary for the purposes for which it was collected, taking account of legal, tax, accounting, contractual and dispute-resolution requirements.
In particular:
- order, invoice and relevant transaction and accounting records will generally be retained for up to six years after the end of the relevant financial year, or longer where reasonably required by law or in connection with a dispute;
- customer service correspondence is retained for as long as reasonably necessary to deal with the enquiry and any related order, complaint or dispute;
- marketing information is retained while you remain subscribed or while otherwise lawfully required, with appropriate suppression information retained where necessary to ensure we continue to respect an unsubscribe request;
- consent records may be retained where reasonably necessary to record and demonstrate your privacy choices; and
- reviews may remain published while relevant to the review service, subject to applicable rights and the policies of the relevant platform.
Other information is deleted, anonymised or no longer retained in identifiable form when we no longer have a reasonable need to keep it.
11. Your data protection rights
Depending on the circumstances and the lawful basis on which we process your information, UK data protection law may give you the right to:
- request access to the personal information we hold about you;
- ask us to correct inaccurate or incomplete information;
- ask us to erase your personal information in certain circumstances;
- ask us to restrict processing in certain circumstances;
- object to certain uses of your personal information;
- receive certain information in a portable format; and
- withdraw your consent where we rely on consent.
You have the right to object at any time to the use of your personal information for direct marketing.
Withdrawing consent does not affect the lawfulness of processing that took place before you withdrew it.
These rights are not absolute in every circumstance. For example, we may need to retain certain transaction information to comply with legal, accounting or tax requirements even if you ask us to delete your information.
To exercise a data protection right, contact:
Mr G Barnes
Email: smile@beautyandthebutton.co.uk
Address: 112 Bay Avenue, Wolverhampton, WV14 0TT, United Kingdom
We may need to verify your identity before completing a request.
12. Your marketing and cookie choices
You can unsubscribe from marketing emails at any time using the unsubscribe link included in our marketing messages.
You can also contact us at smile@beautyandthebutton.co.uk.
For website cookies, advertising and tracking technologies, you can reopen Cookie settings using the cookie settings control on our website to review or change your preferences.
13. Security
We take reasonable technical and organisational measures to protect personal information against unauthorised access, loss, misuse, alteration or disclosure.
Our website and ecommerce infrastructure are provided through Shopify, and payment information is processed through the relevant secure payment providers.
No internet-based system can be guaranteed to be completely secure, but we take reasonable steps appropriate to the nature of the information we process and the services we provide.
14. Children's privacy
Our website and products are intended for a general retail audience. We do not knowingly seek to collect children's personal information for marketing purposes.
If you believe that a child has provided personal information to us in circumstances where we should not hold it, please contact us.
15. Complaints
If you have a concern about how we use your personal information, please contact Mr G Barnes at smile@beautyandthebutton.co.uk so that we have the opportunity to investigate and respond.
You also have the right to make a complaint to the UK's data protection regulator, the Information Commissioner's Office (ICO).
Information about making a data protection complaint and the ICO's current contact details are available on the ICO's website.
16. Changes to this policy
We may update this Privacy & Cookie Policy from time to time to reflect changes to our business, services, technology or legal requirements.
The latest version will be published on this page and the Last updated date will be changed accordingly.
17. Contact us
If you have questions about this policy or how Beauty and the Button handles your personal information, please contact:
BEAUTY AND THE BUTTON LIMITED
Company number: 12495212
For the attention of: Mr G Barnes
112 Bay Avenue
Wolverhampton
WV14 0TT
United Kingdom