Privacy policy

Privacy Policy

Effective Date: 10th of May 2026

This Privacy Policy describes how Reformed Technologies Ltd ("we", "us", "our", or "Company") collects, uses, and discloses your personal information when you visit, use our services, or make a purchase from www.feelreformed.com (the "Site") or otherwise communicate with us (collectively, the "Services"). For purposes of this Privacy Policy, "you" and "your" means you as the user of the Services, whether you are a customer, website visitor, or another individual whose information we have collected pursuant to this Privacy Policy.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you agree to the collection, use, and disclosure of your information as described in this Privacy Policy. If you do not agree to this Privacy Policy, please do not use or access any of the Services.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on the Site, update the "Last updated" date at the top of this policy, and notify you of material changes via email or through the Site. Your continued use of the Services after changes become effective constitutes your acceptance of the updated Privacy Policy.

1. Information We Collect

The types of personal information we obtain about you depend on how you interact with our Site and use our Services. The following sections describe the categories and specific types of personal information we collect.

1.1 Information You Directly Provide

You directly submit the following personal information when using our Services:

Basic contact details: name, address, phone number, email address
Account information: username, password, security questions, date of birth
Order information: billing address, shipping address, payment confirmation, email address, phone number
Shopping information: items viewed, added to cart, wishlists, product reviews
Customer support information: messages, inquiries, feedback, and any other information you choose to include in communications with us
Marketing preferences: your opt-in/opt-out preferences for promotional communications

Some features of the Services may require you to directly provide certain information. You may elect not to provide this information, but doing so may prevent you from using or accessing these features.

1.2 Information We Collect Automatically (Usage Data)

We automatically collect certain information about your interaction with the Services through the use of cookies, pixels, and similar tracking technologies:

Device information: device type, operating system, device ID
Browser information: browser type, version, language preferences
Network information: IP address, Internet service provider (ISP)
Interaction data: pages visited, time spent on pages, links clicked, search queries, referring website
Location data: approximate geographic location based on IP address (not precise location unless you consent)
Cookie data: unique identifiers and tracking data as described in Section 4 below

1.3 Information from Third Parties

We may obtain information about you from third parties, including:

Payment processors (e.g., Stripe, PayPal): payment information (bank account, credit/debit card details, billing address) to process payments and fulfill orders
Shopify: information related to your account and transactions on our Shopify-powered store
Third-party service providers: data analytics providers, customer support platforms, email service providers, and fulfillment partners who process data on our behalf
Business partners: marketing and advertising partners who provide audience insights and analytics
Social media platforms: when you connect your social media account or use social login features
Public sources: publicly available information such as business registries or public databases

We treat all information obtained from third parties in accordance with this Privacy Policy. We are not responsible for the accuracy of information provided by third parties or their compliance with data protection laws.

2. How We Use Your Personal Information

We process your personal information for the following purposes and on the following legal bases under Article 6 of the UK GDPR:

2.1 Providing Products and Services (Legal Basis: Contract Performance — Article 6(1)(b))

Process payments and fulfill orders
Create and maintain your account
Send order confirmations, shipping notifications, and delivery updates
Arrange shipping and facilitate returns/exchanges
Provide customer support and respond to inquiries
Enable you to post product reviews

2.2 Marketing and Promotional Communications (Legal Basis: Consent — Article 6(1)(a))

Send marketing emails, SMS messages, and postal mail about new products, promotions, and services
Display personalized advertisements for products or services on our Site and third-party websites
Conduct market research and analyze customer preferences
Create customer segments for targeted marketing campaigns

You may opt out of promotional communications at any time by:

Clicking the "unsubscribe" link in any marketing email
Contacting us at support@feelreformed.com
Adjusting your marketing preferences in your account settings

If you opt out, we will still send non-promotional emails related to your account, orders, and customer support.

2.3 Analytics and Site Improvement (Legal Basis: Legitimate Interests — Article 6(1)(f))

Our Legitimate Interest: To administer, improve, and optimize the Services, understand user behavior, and enhance user experience.

Balancing Test: Your privacy interest in anonymized analytics does not outweigh our legitimate interest in improving our Services, as we implement measures to minimize tracking (anonymization, aggregation) and provide clear consent mechanisms.

Processing Activities:

Analyze website usage patterns and user behavior
Track conversion rates and marketing campaign performance
Identify technical issues and improve site functionality
Generate statistical insights (anonymized and aggregated)

2.4 Security and Fraud Prevention (Legal Basis: Legitimate Interests — Article 6(1)(f))

Our Legitimate Interest: To detect, prevent, and investigate fraudulent, illegal, or malicious activity; protect our Services; and comply with legal obligations.

Processing Activities:

Monitor for suspicious account activity and unauthorized access
Investigate potential fraud and chargebacks
Implement security measures and access controls
Comply with anti-money laundering and sanctions requirements

2.5 Legal Compliance and Protection (Legal Basis: Legal Obligation — Article 6(1)(c); Legitimate Interests — Article 6(1)(f))

Comply with legal obligations (e.g., tax law, consumer protection law)
Respond to lawful requests from government authorities and law enforcement
Enforce our Terms of Service and other agreements
Protect our rights, property, and safety; protect the rights and safety of users and the public

2.6 Customer Communications (Legal Basis: Legitimate Interests — Article 6(1)(f))

Our Legitimate Interest: To maintain business relationships, be responsive to customer needs, and provide effective customer service.

Respond to your inquiries and provide customer support
Send service announcements and updates
Conduct customer satisfaction surveys and collect feedback

3. Cookies and Tracking Technologies

3.1 What Are Cookies?

Cookies are small text files stored on your device (computer, tablet, or mobile phone) when you visit our Site. They are widely used to remember your actions and preferences across website visits.

3.2 Types of Cookies We Use

Essential Cookies (No Consent Required)

Necessary to provide the Services (e.g., shopping cart, payment processing, account login)
Automatically deployed without consent under GDPR and PECR exemptions
Legal basis: Performance of contract (Article 6(1)(b)) and necessity

Non-Essential Cookies (Consent Required)

Analytical cookies: understand how users interact with our Site (Google Analytics)
Marketing cookies: track user behavior across websites for targeted advertising (Meta Pixel, TikTok Pixel, Pinterest Tag)
Performance cookies: measure Site performance and user experience
Legal basis: Your explicit consent (Article 6(1)(a))

3.3 Cookie Consent Mechanism

Before non-essential cookies are deployed, you will be presented with a clear, layered cookie consent banner that:

Explains what cookies are and why we use them
Distinguishes between essential and non-essential categories
Provides separate opt-in choices for each non-essential category
Allows you to accept all, reject all, or customize your preferences
Provides an easy mechanism to withdraw consent at any time

We do not deploy non-essential cookies until you have provided explicit prior consent. Your browser's default cookie acceptance setting does not constitute valid GDPR consent.

3.4 Withdrawing Cookie Consent

You may withdraw your cookie consent at any time by:

Using the cookie preference center on our Site
Clearing cookies from your browser settings
Contacting us at support@feelreformed.com

Withdrawing consent does not affect the lawfulness of processing before withdrawal.

3.5 Browser Controls

Most browsers allow you to reject or delete cookies through browser settings. You can:

Block all cookies
Allow only essential cookies
Delete cookies when you close your browser
Receive notifications when cookies are placed

Note: Blocking cookies may negatively impact your experience and prevent certain features from functioning correctly. Essential cookies cannot be blocked without losing core Site functionality (shopping cart, checkout, account login).

For more information about Shopify cookies, see: https://www.shopify.com/legal/cookies

4. Third-Party Tracking Pixels

We use third-party tracking pixels to monitor campaign performance and deliver targeted advertising. These include:

Meta Pixel: tracks conversions and user behavior for Meta (Facebook, Instagram) advertising
TikTok Pixel: tracks conversions and user behavior for TikTok advertising
Pinterest Tag: tracks conversions and user behavior for Pinterest advertising

All third-party tracking pixels require your explicit prior consent before deployment. No tracking occurs until you have consented through our cookie banner.

5. How We Share Your Personal Information

We disclose your personal information to the following categories of recipients:

5.1 Service Providers and Processors

We share personal information with vendors and service providers who process data on our behalf under Data Processing Agreements (DPAs):

Shopify: e-commerce platform (Terms: https://www.shopify.com/legal/privacy)
Payment processors: Stripe, PayPal (payment processing)
Fulfillment partners: ShipBob, Hive Logistics (order fulfillment and shipping)
Customer support platforms: Gorgias, Zendesk (customer service)
Email service providers: Klaviyo, Mailchimp (email marketing and automation)
Analytics providers: Google Analytics, Segment (website analytics)
Cloud storage providers: AWS, Google Cloud (data hosting)
IT support: managed service providers for technical infrastructure

All processors are bound by written Data Processing Agreements that ensure GDPR compliance and restrict processing to agreed purposes.

5.2 Business and Marketing Partners

We share personal information with business partners for:

Advertising and marketing purposes (Meta, TikTok, Pinterest)
Analytics and audience insights
Joint marketing campaigns (with your consent)

These partners are Data Controllers for their own purposes and have their own privacy policies.

5.3 Affiliates

We may share personal information with our corporate affiliates and subsidiaries in our legitimate interest to run a successful business.

5.4 Legal and Regulatory Requirements

We may disclose personal information without your consent when required or permitted by law:

To comply with legal obligations (tax law, consumer protection law, data protection law)
To respond to lawful requests from government authorities, law enforcement, or courts
To enforce our Terms of Service and other agreements
To protect our legal rights and the safety of our users and the public

5.5 Business Transactions

In the event of a merger, acquisition, bankruptcy, or other business transaction, your personal information may be transferred as part of that transaction. We will provide notice of any such change and any choices you may have regarding your personal information.

5.6 Your Consent

We may share personal information with third parties when you direct, request, or otherwise consent to such sharing (e.g., when you use social login or authorize third-party integrations).

5.7 Categories of Disclosed Information

In the past 12 months, we have disclosed the following categories of personal information:

Category	Recipients
Identifiers (name, email, phone, address, account info)	Service providers, payment processors, fulfillment partners, marketing partners
Commercial information (orders, purchases, shopping history)	Service providers, fulfillment partners, customer support partners
Internet activity (browsing history, IP address, cookies, Usage Data)	Analytics providers, advertising partners, service providers
Payment information	Payment processors only

We do not disclose sensitive personal information for the purposes of inferring characteristics about you.

6. International Data Transfers

6.1 Transfer Mechanisms

Some of our service providers are located outside the United Kingdom and European Economic Area, including in the United States. When we transfer personal information internationally, we implement the following safeguards:

For transfers to the United States:

Standard Contractual Clauses (SCCs) as approved by the UK Information Commissioner's Office
Supplementary safeguards to address Schrems II requirements, including:

Contractual commitments from processors to encrypt data
Restricted access and minimized data transfers
Regular audits of processor security practices
Mechanisms for you to escalate concerns regarding US government access

For transfers to other jurisdictions:

Adequacy decisions (where applicable)
Standard Contractual Clauses or UK Addendums
Binding Corporate Rules (where applicable)

You have the right to request a copy of the transfer mechanisms we have in place by contacting us at support@feelreformed.com.

6.2 Your Rights Regarding Transfers

You may object to international transfers of your personal information. If you object, we may be unable to provide certain Services. Contact us to discuss your concerns.

7. Data Retention Periods

We retain personal information for different periods depending on the purpose of processing. We delete or anonymize information when no longer necessary, except where we must retain it for legal compliance.

7.1 Retention Schedule

Data Category	Retention Period	Reason
Order and payment information	3 years after final order	Tax compliance (Self Assessment), fraud prevention, dispute resolution
Customer account data	Duration of account + 1 year after closure	Legitimate interest in retaining account history; legal compliance
Customer support communications	2 years	Complaint resolution, fraud prevention, evidence of support
Marketing contact lists	Until consent withdrawn	Basis: your ongoing consent
Cookie data	37 months (Meta), 6 months (TikTok), 25 months (Pinterest)	Platform default settings; user tracking for advertising
Website analytics (anonymized)	25 months	Aggregate insights and trend analysis
Email tracking	12 months	Marketing performance analysis
IP logs and access data	90 days	Security, fraud prevention, technical support

7.2 Deletion Requests

You may request deletion of your personal information at any time. We will comply unless we have a legal basis to retain it (e.g., tax law, fraud investigation, dispute resolution). See Section 9 below.

8. Security of Your Information

We implement appropriate technical and organizational security measures to protect your personal information against unauthorized access, alteration, disclosure, and destruction, including:

Encryption of data in transit (SSL/TLS) and at rest
Firewalls and intrusion detection systems
Access controls and authentication mechanisms
Regular security audits and vulnerability assessments
Staff training on data protection and security
Incident response procedures

However, no security measure is perfect or impenetrable. We cannot guarantee absolute security of information transmitted over the internet or stored on our servers. You are responsible for maintaining the confidentiality of your account credentials. Do not share your username, password, or other access details with anyone.

If you believe your account has been compromised, contact us immediately at support@feelreformed.com.

9. Your Rights and Choices

Depending on your location, you have the following rights regarding your personal information under the UK GDPR. These rights are not absolute and may be limited in certain circumstances.

9.1 Right to Access (Article 15)

You have the right to request access to the personal information we hold about you, including details of:

What information we hold
How we use it
Who we share it with
How long we retain it

How to exercise: Email support@feelreformed.com with your request. We will respond within 30 calendar days (extendable by two months for complex requests).

9.2 Right to Rectification (Article 16)

You have the right to request that we correct inaccurate or incomplete personal information about you.

How to exercise: Log into your account to update information, or contact support@feelreformed.com.

9.3 Right to Erasure ("Right to Be Forgotten") (Article 17)

You have the right to request deletion of your personal information in certain circumstances, including when:

The information is no longer necessary for the purposes we collected it
You withdraw consent on which processing is based
You object to processing and there is no overriding legitimate interest
Processing is unlawful

Exceptions: We may retain information if required by law (tax law, legal disputes, fraud prevention).

How to exercise: Email support@feelreformed.com with your erasure request. We will respond within 30 calendar days.

9.4 Right to Restrict Processing (Article 18)

You have the right to request that we limit how we process your personal information while we verify accuracy, assess legitimate interests, or handle objections.

How to exercise: Email support@feelreformed.com with details of the processing you wish to restrict.

9.5 Right to Data Portability (Article 20)

You have the right to receive a copy of your personal information in a structured, commonly used, and machine-readable format (e.g., CSV) and to request that we transmit it to another organization.

How to exercise: Email support@feelreformed.com. We will provide your data within 30 calendar days.

9.6 Right to Object (Article 21)

You have the right to object to processing based on legitimate interests or for direct marketing purposes, including profiling related to marketing.

For marketing: Unsubscribe from marketing emails or adjust preferences in your account. We will stop marketing communications within 10 days.

For other processing: Email support@feelreformed.com with your objection. We will cease processing unless we have a compelling legitimate interest that overrides yours.

9.7 Right to Withdraw Consent (Article 7(3))

Where we rely on your consent, you have the right to withdraw that consent at any time. Withdrawal does not affect the lawfulness of processing before withdrawal.

How to exercise:

Cookie preferences: adjust settings via our cookie consent banner
Marketing consent: unsubscribe from emails or adjust account preferences
Other consent: email support@feelreformed.com

9.8 Right to Appeal/Lodge a Complaint (Article 77)

If you are not satisfied with how we handle your rights request or have concerns about our data processing, you have the right to lodge a complaint with the UK Information Commissioner's Office (ICO):

UK Information Commissioner's Office

Website: www.ico.org.uk
Phone: 0303 123 1113
Address: Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF

You may also contact us first to resolve your concern.

9.9 Exercising Your Rights

To exercise any of the above rights:

Email: support@feelreformed.com with "Data Subject Rights Request" in the subject line
Postal mail: Reformed Technologies Ltd, 57A Bedford Avenue, Bedford Court Mansions, London WC1B 3AD, United Kingdom

We will:

Respond within 30 calendar days (extendable by two months for complex requests)
Verify your identity before processing your request (we may ask for proof of identity)
Not charge a fee unless your request is manifestly unfounded or excessive
Not discriminate against you for exercising your rights
Grant authorized agent requests if the agent provides proof of authorization

10. Children's Privacy

The Services are not intended for children under 13 years of age, and we do not knowingly collect personal information from children under 13. If you are the parent or guardian of a child who has provided us with their personal information, please contact us immediately at support@feelreformed.com, and we will delete such information.

For users aged 13-18 in the UK, we take additional care to ensure age-appropriate processing and offer the same rights as adults.

As of the effective date of this Privacy Policy, we do not have actual knowledge that we "share" or "sell" personal information of individuals under 16 years of age, as those terms are defined in applicable law.

11. User-Generated Content

Our Services may allow you to post product reviews, testimonials, and other user-generated content. If you choose to post content to any public area of the Services, it will be publicly accessible and viewable by anyone.

You are responsible for the content you post. We do not control who will have access to your user-generated content or how others may use it. We are not responsible for the privacy, security, or accuracy of user-generated content, or for any harm caused by its disclosure or misuse by third parties.

By posting content, you consent to its public display and assume all associated risks.

12. Third-Party Websites and Links

Our Site may contain links to websites and platforms operated by third parties. We are not responsible for the privacy, security, or content of third-party sites. Each third-party operator has its own privacy policy and terms of service.

Before using third-party sites, review their privacy policies and terms. Our inclusion of links does not imply endorsement of third-party practices.

If you access our Site through a third-party platform (e.g., social media), that platform's terms and privacy policy also apply to your use.

13. California and Other US State Privacy Rights

If you are a California resident, you may have additional rights under the California Consumer Privacy Act (CCPA) or California Privacy Rights Act (CPRA). If you are a resident of another US state with privacy laws (Virginia, Colorado, Connecticut, Utah, Montana), similar rights may apply.

For more information about your state privacy rights, contact us at support@feelreformed.com.

14. Contact Us

If you have questions about this Privacy Policy, our privacy practices, or wish to exercise any of your rights, please contact us:

Email: support@feelreformed.com

Postal Address: Reformed Technologies Ltd 57A Bedford Avenue Bedford Court Mansions London WC1B 3AD United Kingdom

Data Protection Officer: [If applicable, add DPO contact]

We will respond to your inquiry within 30 calendar days. If you have concerns we have not resolved, you may contact the UK Information Commissioner's Office as described in Section 9.8 above.

15. EU/EEA Users

If you are located in the European Union or European Economic Area, the UK GDPR and local data protection laws apply to your personal information. We comply with all requirements under these laws, including: