Privacy policy
Last updated: September 2026
At Sassy Smile, we respect your privacy and are committed to protecting your personal information. This Privacy Policy explains how we collect, use, store, and share your personal information when you visit our website, make a purchase, contact us, subscribe to our communications, or otherwise interact with Sassy Smile.
For the purposes of applicable data protection law, the controller of your personal information is Kelly Creator Lab LTD, trading as Sassy Smile.
1. INFORMATION WE COLLECT
Depending on how you interact with Sassy Smile, we may collect information including:
Contact information, such as your name, email address, telephone number, billing address, and shipping address.
Order information, including the products you purchase, order history, transaction details, delivery information, returns, refunds, and communications relating to your order.
Payment information. Payments are processed through our payment providers. We do not necessarily receive or store your complete payment-card details.
Account information, if you create a customer account, including your login and account preferences.
Marketing information, such as your email address, marketing preferences, and interactions with our marketing communications.
Device and website information, which may include your IP address, browser type, device information, cookie identifiers, website activity, pages viewed, and interactions with our website.
Communications, including information you provide when contacting us regarding an order, product, return, complaint, or other enquiry.
2. HOW WE USE YOUR INFORMATION
We may use your personal information to:
- Process and fulfil your orders;
- Process payments, returns, refunds, and cancellations;
- Deliver products and provide order updates;
- Provide customer support;
- Create and manage customer accounts;
- Detect, investigate, and prevent fraud or other unlawful activity;
- Maintain the security and functionality of our website;
- Improve our products, website, customer experience, and services;
- Comply with our legal, tax, accounting, and regulatory obligations;
- Send marketing communications where you have consented or where otherwise permitted by law; and
- Personalise or measure advertising where permitted and subject to your applicable privacy choices.
3. LEGAL BASES FOR PROCESSING
Where UK or European data protection law applies, we process personal information only where we have an appropriate legal basis.
Depending on the circumstances, this may include:
Contract — where processing is necessary to process your order, deliver your products, or provide services you have requested.
Legal obligation — where we are required to retain or process information to comply with applicable law.
Legitimate interests — where processing is necessary for our legitimate business interests, such as preventing fraud, securing our website, improving our services, or operating our business, provided those interests are not overridden by your rights.
Consent — where you have given us permission, including for certain marketing or cookie-related activities. Where processing is based on consent, you may withdraw it at any time.
4. HOW WE SHARE YOUR INFORMATION
We may share personal information with trusted third parties where necessary to operate Sassy Smile, including:
- Our ecommerce platform and website providers;
- Payment processors;
- Shipping, fulfilment, and delivery providers;
- Cloud hosting and technology providers;
- Analytics providers;
- Marketing and advertising providers;
- Customer-support providers;
- Professional advisers such as accountants, lawyers, and insurers; and
- Government authorities or regulators where required by law.
We only share information where reasonably necessary for these purposes or where otherwise permitted or required by law.
We do not sell your personal information for money.
Some privacy laws use broader definitions of “sale,” “sharing,” or targeted advertising. Where those laws apply, you may have additional rights regarding these activities.
5. SHOPIFY
Our online store is powered by Shopify.
Shopify processes certain personal information when you visit or use our store in order to provide its ecommerce services and functionality.
Information may also be processed by Shopify and its service providers in countries other than the country in which you live.
For more information about how Shopify processes personal information, please review Shopify's Consumer Privacy Policy.
6. COOKIES
Our website uses cookies and similar technologies to operate the store, remember preferences, understand how visitors use the website, improve performance, and, where permitted, support marketing and advertising.
Some cookies are necessary for the website to function, while others may require your consent depending on your location.
Where required, you can manage your preferences through the cookie or privacy controls available on our website.
You may also be able to control cookies through your browser settings.
7. MARKETING COMMUNICATIONS
If you subscribe to our mailing list or otherwise consent to receive marketing from us, we may send you information about Sassy Smile products, launches, offers, promotions, and other updates.
You can unsubscribe at any time by clicking the unsubscribe link included in our marketing emails or by contacting us.
Unsubscribing from marketing communications will not prevent us from sending transactional communications necessary to manage your orders or account.
8. HOW LONG WE KEEP YOUR INFORMATION
We retain personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy, including fulfilling orders, maintaining business and transaction records, resolving disputes, preventing fraud, and complying with legal, tax, and accounting obligations.
Retention periods may vary depending on the type of information and our applicable legal obligations.
9. INTERNATIONAL TRANSFERS
Sassy Smile and the service providers we use may process personal information outside the country in which you live.
Where applicable data protection laws require safeguards for international transfers, we take appropriate steps or rely on legally recognised transfer mechanisms to protect your information.
10. YOUR PRIVACY RIGHTS
Depending on where you live, you may have rights concerning your personal information, including the right to:
- Request access to personal information we hold about you;
- Request correction of inaccurate information;
- Request deletion of your information in certain circumstances;
- Object to or restrict certain processing;
- Withdraw consent where processing relies on consent;
- Request portability of certain information; and
- Lodge a complaint with an applicable data protection authority.
These rights are subject to applicable legal requirements and exceptions.
To exercise your rights, contact us using the details below. We may need to verify your identity before completing certain requests.
11. CHILDREN’S PRIVACY
Our website and products are not intended to collect personal information knowingly from children below the minimum age at which they can independently consent to the relevant processing under applicable law.
If you believe a child has provided us with personal information improperly, please contact us so that we can take appropriate action.
12. SECURITY
We use reasonable administrative, technical, and organisational measures designed to protect personal information.
However, no method of transmission over the internet or electronic storage is completely secure, and we cannot guarantee absolute security.
13. THIRD-PARTY LINKS
Our website may contain links to websites or services operated by third parties.
We are not responsible for the privacy practices, security, or content of third-party websites. We recommend reviewing their privacy policies before providing them with personal information.
14. CHANGES TO THIS PRIVACY POLICY
We may update this Privacy Policy periodically to reflect changes to our practices, services, legal obligations, or other operational requirements.
When we make changes, we will update the “Last updated” date at the top of this policy.
15. CONTACT US
If you have questions about this Privacy Policy, wish to exercise your privacy rights, or have a privacy-related complaint, contact us at:
hello@sassysmile.co.uk