Last updated: 28 July 2026
Privacy Policy
Your privacy matters to us. This Privacy Policy explains how Amorae Wellness Ltd (“Amorae”, “we”, “us” or “our”) collects, uses, stores and protects your personal data when you visit amorae.co.uk (our “Site”), create an account, subscribe to Amorae Intimate or contact our care team.
We are a “controller” for the purposes of the United Kingdom General Data Protection Regulation ("UK GDPR") and the Data Protection Act 2018 (together, the “Data Protection Laws”). We are registered with the Information Commissioner’s Office.
Who we are
Amorae Wellness Ltd
- Registered company number: [To be inserted once incorporated]
- Registered office: [To be inserted once incorporated]
- Data protection contact: privacy@amorae.co.uk
If you have any questions about this policy or how we handle your data, please email us at privacy@amorae.co.uk. We aim to respond within 48 hours.
What this policy covers
This policy applies to the personal data we collect through:
- Our website and any associated account portal;
- Our checkout, subscription and payment processes;
- Customer support enquiries by email or chat;
- Marketing communications you have signed up to receive;
- Any wellness questionnaire you complete before starting your subscription.
It does not apply to third-party websites or services that we link to. Those services have their own privacy policies.
Personal data we collect
The personal data we collect depends on how you interact with us.
Information you provide directly
- Identity and contact details: name, email address, phone number, date of birth and delivery/billing address.
- Account information: password (stored in encrypted form), account preferences and communication preferences.
- Payment information: we do not store full payment card details. Payments are processed by Stripe Payments Europe, Ltd (“Stripe”), which collects card or wallet information on our behalf. Stripe tells us whether a payment succeeds or fails.
- Subscription details: product choice, billing history, renewal dates, skips, pauses and cancellations.
- Wellness questionnaire responses: information you share about your symptoms, health history or wellness goals so we can make sure Amorae Intimate is appropriate for you and provide relevant care guidance. This may include special category data (data concerning health).
- Communications: emails, chat transcripts and other messages you send us.
Information we collect automatically
- Device and browser information: IP address, browser type and version, operating system, device type and screen size.
- Usage data: pages viewed, time spent on pages, links clicked, referral source and site navigation patterns.
- Cookies and similar technologies: see the Cookies section below.
Information from third parties
- Payment processors: Stripe provides transaction status and limited billing information.
- Analytics and advertising partners: see the Cookies section below.
- Shipping partners: delivery confirmation and tracking updates.
How we use your personal data
We use your personal data for the purposes set out below. Where the law requires it, we rely on a specific legal basis.
| Purpose | Data used | Legal basis |
|---|---|---|
| Provide and deliver your subscription | Contact, delivery, payment status, subscription details | Contract |
| Verify you are 18+ and eligible for our service | Date of birth, address | Legal obligation / Legitimate interest |
| Assess product suitability and provide care guidance | Wellness questionnaire responses | Explicit consent |
| Process payments and prevent fraud | Payment status, transaction history, device/usage data | Contract / Legitimate interest |
| Customer support | Contact details, account history, communications | Contract / Legitimate interest |
| Send service messages (order confirmations, renewals, dispatch updates) | Email address, phone number, subscription details | Contract / Legitimate interest |
| Marketing and promotional communications | Email address, marketing preferences | Consent |
| Analytics, product improvement and advertising | Usage data, device information, cookie data | Consent / Legitimate interest |
| Comply with legal and regulatory obligations | All categories where necessary | Legal obligation |
Where we process special category health data, we obtain your explicit consent before doing so. You can withdraw that consent at any time by contacting privacy@amorae.co.uk. Withdrawing consent may mean we cannot continue to supply Amorae Intimate if health information is required to assess suitability.
Who we share your data with
We only share your personal data when necessary to provide our services, comply with the law or with your consent.
- Stripe — to process payments securely. Stripe is a separate controller for the payment data you enter.
- Shipping and delivery partners — to dispatch your order and provide tracking.
- Hosting and database providers — Lovable Cloud (Supabase) stores account, order and subscription data on our behalf.
- Analytics and advertising partners — Google Analytics, Google Ads, Meta (Facebook/Instagram), TikTok and Bing, where you have consented to marketing/analytics cookies. These partners may process data under their own privacy policies.
- Professional advisers and regulators — accountants, legal advisers, insurers and regulators where required.
- Law enforcement — if we are required to disclose data to comply with a legal obligation or protect our rights.
We do not sell your personal data. We do not share your wellness questionnaire responses with advertising partners.
International data transfers
Some of the service providers we use, such as Stripe, Google, Meta and TikTok, process data in countries outside the United Kingdom, including the United States and the European Economic Area. Whenever we transfer your personal data internationally, we ensure appropriate safeguards are in place, such as Standard Contractual Clauses or equivalent mechanisms approved under UK data protection law.
How long we keep your data
We keep your personal data only for as long as necessary for the purposes we collected it for:
- Active subscriptions: for the duration of your subscription and for 12 months after cancellation, so we can handle support queries, renewals and returns.
- Financial records: for 6 years after a transaction to meet HMRC and accounting requirements.
- Marketing consent: until you withdraw consent or we stop using that channel.
- Cookies and analytics: in line with the retention periods of the relevant third-party tools, typically 2 months to 2 years.
Your rights
Under UK data protection law, you have the following rights:
- Access: request a copy of the personal data we hold about you.
- Rectification: ask us to correct inaccurate or incomplete data.
- Erasure: ask us to delete your data in certain circumstances.
- Restriction: ask us to limit how we use your data.
- Portability: receive your data in a structured, machine-readable format.
- Objection: object to processing based on legitimate interests, including direct marketing.
- Withdraw consent: withdraw consent at any time where we rely on it.
- Complain: lodge a complaint with the Information Commissioner’s Office (ICO) at ico.org.uk.
To exercise any of these rights, email us at privacy@amorae.co.uk. We may need to verify your identity before processing your request.
Cookies and similar technologies
We use cookies and similar technologies to make our Site work, understand how it is used, and deliver relevant advertising.
Categories of cookies
- Essential cookies: necessary for the Site to function, such as keeping you signed in and remembering your basket. These cannot be disabled.
- Analytics cookies: help us understand how visitors use our Site. We use Google Analytics.
- Marketing cookies: used to measure and improve our advertising. We use Google Ads, Meta Pixel, TikTok Pixel and Bing.
When you first visit our Site, you can manage your cookie preferences through the cookie banner. You can also change your browser settings to block or delete cookies at any time. Please note that disabling certain cookies may affect how the Site works.
For more information about how our advertising partners use data, visit:
Children
Amorae Intimate is intended for adults aged 18 and over. We do not knowingly collect personal data from anyone under 18. If you believe we have collected data from a child, please contact us at privacy@amorae.co.uk and we will delete it.
Security
We take the security of your personal data seriously. We use appropriate technical and organisational measures, including encryption in transit (TLS/SSL), access controls, pseudonymisation where possible, and regular review of our data handling practices.
If we become aware of a personal data breach that affects you, we will notify you and the ICO as required by law.
Changes to this policy
We may update this Privacy Policy from time to time to reflect changes in our services, the law or our data practices. When we make material changes, we will update the “Last updated” date at the top of this page and, where appropriate, notify you by email.
Contact us
If you have any questions, concerns or requests about this Privacy Policy or how we handle your personal data, please contact: