Last updated: 17 June 2026

Smdge ("Smdge," "we," "us," or "our") operates this store and website, including all related information, content, features, tools, products and services (the "Services"). Our Services are hosted by Shopify, which enables us to provide the Services to you.

This Privacy Policy explains how we collect, use, share and protect your personal information when you visit or use the Services, make a purchase, or otherwise communicate with us. It also sets out your rights and how to exercise them. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing and disclosure of your personal information.

Please read this Privacy Policy carefully. By using or accessing the Services, you acknowledge that you have read this Privacy Policy and understand how your information is collected, used and disclosed as described here.

For the purposes of UK data protection law, including the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, Smdge is the data controller of your personal information. Our contact details are set out in the Contact section at the end of this Policy.

We are based in the United Kingdom and sell and ship our products worldwide. Because of this, the privacy laws of your own country or region may also give you rights and apply to how your information is handled. This Policy is written primarily around UK and EU standards, and the Region-Specific Disclosures section below sets out additional rights and information that apply to people in the European Economic Area, the United States and certain other regions.

Our Products Are for Adults

The Services and our products are intended for adults. The Services are not directed at, and our products are not intended for, anyone under 18. We do not knowingly collect personal information from anyone under 18. See the Children's Data section below.

Personal Information We Collect or Process

When we use the term "personal information," we mean information that identifies, relates to, or can reasonably be linked to you. Personal information does not include information that is collected anonymously or that has been de-identified so that it cannot reasonably be linked to you.

Depending on how you interact with the Services, where you live, and as permitted or required by law, we may collect or process the following categories of personal information, including inferences drawn from it:

• Contact details — your name, billing address, shipping address, phone number and email address.
• Order and transaction information — the items you view, add to your cart or wishlist, and the products you purchase, return, exchange or cancel, along with your order history and order-related correspondence.
• Payment information — payment card details, payment confirmations and other payment details. Payments are processed by Shopify and our payment providers; we do not store full card numbers on our own systems.
• Account information — where you create an account, your username, password, preferences and settings.
• Communications with us — the information you include when you contact us, for example when you send a customer support enquiry or respond to a survey.
• Survey and feedback information — responses you provide to post-purchase surveys, reviews and feedback requests.
• Device and technical information — your IP address, device type, browser type, operating system, network connection and other unique identifiers.
• Usage information — information about how and when you interact with and navigate the Services, including pages viewed, links clicked, and on-site behaviour captured through analytics and session-recording tools.

We do not seek to collect special category data (such as data concerning health or sex life). Where you choose to share such information with us voluntarily — for example in a support message — we will only use it to respond to you, and we ask that you do not send us sensitive information unless it is necessary.

Sources of Personal Information

We collect personal information from the following sources:

• Directly from you — when you create an account, place an order, contact us, respond to a survey, or otherwise provide information to us.
• Automatically through the Services — from your device when you use the Services, and through cookies and similar technologies (see Cookies and Similar Technologies below).
• From our service providers — where we engage them to provide technology, analytics, payment, fulfilment, marketing or support services, and they collect or process information on our behalf.
• From our partners and other third parties — including advertising and analytics partners.

How We Use Your Personal Information and Our Lawful Bases

Under UK GDPR we must have a lawful basis for processing your personal information. Depending on how you interact with us, we use your personal information for the following purposes:

To provide, manage and improve the Services. To fulfil your orders, process payments, arrange shipping, handle returns and exchanges, manage your account, remember your preferences, respond to your requests, and improve and develop our products and the Services. Lawful basis: performance of a contract with you; our legitimate interests in operating and improving our business.

To communicate with you. To provide customer support, send service and transactional messages (such as order confirmations and shipping updates), and maintain our relationship with you. Lawful basis: performance of a contract; our legitimate interests; compliance with legal obligations.

For marketing and advertising. To send you marketing communications by email or other channels where permitted, to show you online and social-media advertisements (including personalised and retargeted advertising based on your activity on the Services), and to measure the effectiveness of our marketing. Lawful basis: your consent (where required, for example for marketing emails and non-essential cookies); our legitimate interests in promoting our products. You can withdraw consent or opt out at any time — see Your Rights and Choices.

For analytics and personalisation. To understand how visitors use the Services, to measure and improve performance, and to tailor the shopping experience. Lawful basis: your consent (for non-essential analytics cookies and tracking); our legitimate interests.

For security and fraud prevention. To authenticate accounts, secure the Services, and detect, investigate and prevent fraudulent, unsafe or unlawful activity. Lawful basis: our legitimate interests in protecting our business and customers; compliance with legal obligations.

For legal and compliance reasons. To comply with applicable law, respond to lawful requests from authorities, and establish, exercise or defend legal claims. Lawful basis: compliance with legal obligations; our legitimate interests.

Where we rely on legitimate interests, we balance those interests against your rights and freedoms, and you may object to such processing (see Your Rights and Choices).

Cookies and Similar Technologies

We and our service providers use cookies, pixels, tags and similar technologies to operate the Services, remember your preferences, analyse usage, and deliver and measure advertising. These technologies include:

• Strictly necessary cookies, which are required for the Services to function (for example, to maintain your cart and process checkout). These do not require consent.
• Analytics and performance cookies and tools, including session-recording and analytics technology, which help us understand how the Services are used.
• Advertising and targeting cookies and pixels, including those used to deliver and measure personalised advertising on third-party platforms such as social media.

Where required by law, we will only place non-essential cookies and similar technologies with your consent, which we collect through our cookie banner. You can change or withdraw your consent at any time through the cookie settings on the Services, and you can also control cookies through your browser settings. Blocking some cookies may affect how the Services work for you.

How We Disclose Personal Information

We may disclose your personal information to third parties for the purposes described in this Policy, including:

• Shopify, which hosts the Services and processes personal information to provide and improve them (see Our Relationship with Shopify below).
• Service providers and processors who perform services on our behalf, such as payment processing, fulfilment and shipping, email and communications, analytics, session recording, surveys, customer support, cloud hosting and IT services. These providers may include Shopify and the marketing, analytics, survey and advertising tools we use to operate the Services.
• Advertising and marketing partners, to provide and measure advertising, including personalised advertising based on your activity across different websites and merchants. These partners use your information in accordance with their own privacy notices. Depending on where you live, you may have the right to direct us not to share information about you for cross-context personalised advertising.
• Third parties where you direct, request or consent to disclosure, for example to deliver your order or where you use social-media or login integrations.
• Professional advisers, authorities and others in connection with a business transaction (such as a merger, financing or sale of assets), to comply with legal obligations, to respond to lawful requests, and to enforce our terms or protect our rights, the Services, our users and others.

We do not sell your personal information for money. However, some of our advertising activity — such as sharing identifiers with social-media and advertising partners to deliver personalised or retargeted ads — may be treated as a "sale" or "share" of personal information under certain US state privacy laws. Residents of those states can opt out, as described in Region-Specific Disclosures below.

Our Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve them. Information you submit to the Services is transmitted to and shared with Shopify, as well as third parties that may be located in countries other than the one in which you reside, in order to provide and improve the Services.

To help protect, grow and improve our business, we use certain Shopify enhanced features that incorporate data obtained from your interactions with our store, other merchants and Shopify. To provide these features, Shopify may use personal information collected about your interactions with our store, other merchants and Shopify. In these circumstances, Shopify is responsible for the processing of that personal information, including for responding to your requests to exercise your rights.

To learn more about how Shopify uses your personal information and any rights you may have, you can visit the Shopify Consumer Privacy Policy. Depending on where you live, you may be able to exercise certain rights through the Shopify Privacy Portal.

Third-Party Websites and Links

The Services may contain links to websites or platforms operated by third parties. If you follow links to sites not controlled by us, you should review their privacy and security policies and terms. We are not responsible for the privacy or security of those sites, or for the accuracy or completeness of information found on them. Our inclusion of a link does not imply endorsement of that platform or its operators.

Children's Data

The Services and our products are intended for adults aged 18 or over and are not intended for children. We do not knowingly collect personal information from anyone under 18. If you are a parent or guardian and believe a child has provided us with personal information, please contact us using the details below and we will take steps to delete it. As of the effective date of this Policy, we do not have actual knowledge that we sell or share the personal information of anyone under 18.

Security and Retention of Your Information

We take reasonable and appropriate technical and organisational measures to protect your personal information. However, no security measures are perfect or impenetrable, and we cannot guarantee absolute security. Any information you send to us may not be secure while in transit, so we recommend you do not use unsecure channels to send us sensitive or confidential information.

We retain your personal information for as long as necessary to fulfil the purposes set out in this Policy — for example, to maintain your account, provide the Services, comply with our legal, tax and accounting obligations, resolve disputes, and enforce our agreements and policies. When we no longer need your personal information, we will delete or anonymise it.

International Transfers

We are based in the United Kingdom and ship internationally. Your personal information may be transferred to, stored in, and processed in countries other than the one in which you live, including countries whose data protection laws may differ from those in your country. This includes transfers to Shopify and to service providers located outside the UK and the European Economic Area (EEA).

Where we transfer personal information out of the UK or the EEA, we rely on a recognised safeguard, such as a finding of adequacy by the relevant authority, or appropriate contractual protections such as the UK International Data Transfer Agreement (IDTA), the UK Addendum to the European Commission's Standard Contractual Clauses, or the Standard Contractual Clauses themselves. You may request more information about these safeguards by contacting us.

Your Rights and Choices

Depending on where you live, you may have some or all of the following rights in relation to your personal information. These rights are not absolute, may apply only in certain circumstances, and we may decline a request where permitted by law.

• Right to access / be informed — to request access to, and a copy of, the personal information we hold about you.
• Right to rectification — to request that we correct inaccurate or incomplete personal information.
• Right to erasure — to request that we delete personal information we hold about you.
• Right to restrict processing — to ask us to restrict our processing of your personal information in certain circumstances.
• Right to object — to object to our processing of your personal information where we rely on legitimate interests, and to object to direct marketing at any time.
• Right to data portability — to receive a copy of certain personal information in a portable format, and to ask us to transfer it to a third party where technically feasible.
• Right to withdraw consent — where we rely on your consent, to withdraw it at any time. This does not affect the lawfulness of processing before withdrawal.

Managing marketing communications. You can opt out of marketing emails at any time using the unsubscribe link in any marketing email, or by contacting us. Even if you opt out of marketing, we may still send you non-promotional messages, such as those about your account or orders.

Cookies and personalised advertising. You can manage cookies and similar technologies, and opt out of personalised advertising, through our cookie settings and your browser settings, as described in Cookies and Similar Technologies.

How to exercise your rights. To exercise any of these rights, contact us using the details in the Contact section. We may need to verify your identity before responding. You may also use an authorised agent to make a request on your behalf, in which case we may require proof of their authority and may verify your identity directly. We will respond within the time required by applicable law and will not discriminate against you for exercising your rights.

Complaints. If you have a concern about how we handle your personal information, please contact us first so we can try to resolve it. If you are in the UK, you also have the right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk. If you are in the EEA, you may lodge a complaint with your local data protection authority.

Region-Specific Disclosures

Depending on where you live, additional rights and information may apply to you. In the event of a conflict, the provisions of this section govern for the relevant region.

European Economic Area (EEA)

If you are in the EEA, your personal information is protected by the EU General Data Protection Regulation (EU GDPR). The lawful bases, rights and protections described in this Policy apply to you, including the right to lodge a complaint with your local supervisory authority. As we are established in the United Kingdom and offer goods to individuals in the EEA, you may contact us, or our EU representative where one is appointed, using the details in the Contact section. Transfers of your personal information out of the EEA are protected by the safeguards described in International Transfers.

United Kingdom

If you are in the UK, the UK GDPR and the Data Protection Act 2018 apply, and you have the rights set out in Your Rights and Choices. You may lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.

United States

If you are a resident of a US state with a comprehensive consumer privacy law (such as California, Virginia, Colorado, Connecticut, Texas, Oregon and a growing number of others), you may have some or all of the following rights, subject to that state's law and its exceptions:

• to know and access the categories and specific pieces of personal information we have collected about you, the sources, the purposes, and the categories of third parties to whom we disclose it;
• to request deletion of personal information we have collected from you;
• to request correction of inaccurate personal information;
• to opt out of the "sale" or "sharing" of personal information and of targeted or cross-context behavioural advertising;
• to limit the use of any sensitive personal information; and
• not to receive discriminatory treatment for exercising your rights.

Opting out of "sale" or "sharing." Where our advertising activity is treated as a "sale" or "share" of personal information under applicable US state law, you can opt out through the cookie settings on the Services, by enabling a recognised opt-out preference signal (such as Global Privacy Control) in your browser, or by contacting us using the details below. We do not knowingly sell or share the personal information of anyone under 16.

To exercise any of these rights, contact us using the details in the Contact section. We will verify your request as required by law, and you may use an authorised agent.

Other Regions

If you are in Canada, Australia or another country with applicable data protection law, you may have rights similar to those described in this Policy. You can exercise them, or ask which rights apply to you, by contacting us using the details below.

Automated Decision-Making

We do not make decisions that produce legal or similarly significant effects about you based solely on automated processing without human involvement. We may use automated tools for analytics, fraud prevention and advertising as described in this Policy.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or for operational, legal or regulatory reasons. We will post the revised Policy on the Services, update the "Last updated" date above, and provide additional notice where required by law.

Contact

If you have any questions about this Privacy Policy, or would like to exercise your rights, please contact us:

Smdge 4th Floor, Silverstream House, 45 Fitzroy Street, Fitzrovia, London, England, W1T 6EB Email: support@smdge.com