Privacy policy

Privacy Policy — Pure Enamel

Last Updated: May 2026

1. Introduction and Scope

Pure Enamel ("we," "us," or "our") operates the website and e-commerce store at pureenamel.com (the "Site") and provides related products and services (collectively, the "Services"). This Privacy Policy governs our collection, use, storage, and disclosure of personal information obtained through your use of the Services.

This Privacy Policy is incorporated by reference into our Terms of Service. In the event of any conflict between this Privacy Policy and the Terms of Service solely with respect to the collection, processing, or disclosure of personal information, this Privacy Policy controls.

By accessing or using the Services, you acknowledge that you have read and understood this Privacy Policy. If you do not agree to these practices, you must discontinue use of the Services.

2. Definitions

"Personal Information" means any information that identifies or could reasonably be used to identify a natural person, directly or indirectly. It does not include anonymised or de-identified data that cannot be linked back to an individual.

3. Categories of Personal Information We Collect

Depending on how you interact with our Services, we may collect the following categories of personal information:

(a) Identity and Contact Data: Full name, billing and shipping address, phone number, and email address.

(b) Financial Data: Payment card details, billing information, transaction records, and payment confirmation. Note: Full payment card data is processed directly by our payment processor and is not stored by us.

(c) Account Data: Username, password (stored in hashed form), security question responses, account preferences and settings.

(d) Transaction Data: Products viewed, added to cart, wishlisted, purchased, returned, exchanged, or cancelled; order history and transaction confirmations.

(e) Communications Data: Content of messages or inquiries you send to us, including customer support correspondence.

(f) Technical Data: IP address, browser type and version, device identifiers, operating system, time zone, and cookie data.

(g) Usage Data: Information about how you navigate and interact with the Services, including pages visited, time spent, and clickstream data.

(h) Inferred Data: Preferences, interests, or other attributes we derive from the above categories.

4. How We Collect Personal Information

We collect personal information through the following means:

  • Directly from you: when you register an account, place an order, communicate with us, or voluntarily submit information through the Services.

  • Automatically: through cookies, web beacons, pixel tags, and similar tracking technologies when you access or use the Services.

  • From service providers: who process data on our behalf, including payment processors, analytics providers, and logistics partners.

  • From third parties: including advertising platforms (e.g., Meta), data analytics providers, and publicly available sources, to the extent permitted by applicable law.

5. Purposes for Which We Use Personal Information

We process personal information only for defined, legitimate purposes, including:

(a) Contract Performance: To process orders, facilitate payment, arrange fulfilment and shipping, and manage returns and exchanges.

(b) Account Management: To create and maintain your account and authenticate your identity.

(c) Customer Support: To respond to inquiries and resolve disputes.

(d) Marketing and Advertising: To send promotional communications, personalised recommendations, and targeted advertisements, where you have consented or where we have a legitimate interest and applicable law permits.

(e) Analytics and Improvement: To analyse usage patterns, improve the Services, and conduct market research.

(f) Security and Fraud Prevention: To detect, investigate, and prevent fraudulent transactions, unauthorised access, and other unlawful activity.

(g) Legal Compliance: To comply with applicable laws, regulations, court orders, and governmental requests; to enforce our Terms of Service; and to protect the rights, property, or safety of Pure Enamel, our customers, or third parties.

6. Legal Bases for Processing (EEA, UK, and Australia)

Where required by applicable law, we process personal information on the following legal bases:

  • Performance of a contract: to fulfil orders and provide the Services you have requested.

  • Legitimate interests: for fraud prevention, security, analytics, and direct marketing (where you have not opted out), provided such interests are not overridden by your rights.

  • Compliance with legal obligations: where processing is required by law.

  • Consent: for marketing communications and non-essential cookies, where consent is required. You may withdraw consent at any time.

  • Australian users: We handle your information in accordance with the Privacy Act 1988 (Cth) and the Australian Privacy Principles. See Section 10 for how to exercise your rights.

7. Disclosure of Personal Information

We do not sell your personal information. We may disclose personal information to the following categories of recipients:

(a) Service Providers: Third-party vendors that perform functions on our behalf, including Shopify (platform hosting), payment processors, shipping and fulfilment providers, email service providers, customer support tools, and analytics platforms. These parties are contractually bound to process data only as instructed and in compliance with applicable law.

(b) Shopify: The Services are hosted on the Shopify platform. Personal information submitted through the Services may be transmitted to and processed by Shopify. Please review Shopify's Privacy Policy at shopify.com/legal/privacy.

(c) Advertising and Marketing Partners: We may share data (including hashed identifiers) with advertising platforms such as Meta to deliver targeted advertising. Where required, this is subject to your consent or opt-out rights.

(d) Business Transfers: In the event of a merger, acquisition, asset sale, or restructuring, personal information may be transferred as part of that transaction, subject to confidentiality obligations.

(e) Legal Disclosures: We may disclose personal information where required by law, regulation, court order, or governmental authority, or to protect the rights, property, or safety of Pure Enamel, its customers, or others.

8. International Data Transfers

We are based in the USA. Your personal information may be transferred to and processed in countries other than your country of residence, including countries that may not provide the same level of data protection as your home jurisdiction.

For transfers of personal information from the EEA or UK, we rely on legally recognised transfer mechanisms, including the use of Standard Contractual Clauses approved by the relevant supervisory authority. For transfers from Australia, we comply with the requirements of the Privacy Act 1988 (Cth) regarding overseas disclosure.

9. Cookies and Tracking Technologies

We use cookies and similar technologies to operate the Services, analyse usage, and deliver personalised advertising. These include:

  • Strictly necessary cookies: required for the Services to function and cannot be disabled.

  • Analytics cookies: used to understand how users interact with the Services (e.g., Google Analytics).

  • Advertising cookies: used to deliver relevant advertisements and measure campaign performance (e.g., Meta Pixel).

You may manage your cookie preferences through your browser settings. Note that disabling certain cookies may impair the functionality of the Services. Where required by law, we will seek your consent before placing non-essential cookies.

10. Your Rights and Choices

Subject to applicable law and verification of your identity, you may have the following rights regarding your personal information:

  • Right to Access: to request a copy of the personal information we hold about you.

  • Right to Correction: to request correction of inaccurate or incomplete personal information.

  • Right to Deletion: to request deletion of your personal information, subject to legal retention obligations.

  • Right to Data Portability: to receive your personal information in a structured, commonly used format (EEA/UK).

  • Right to Object / Restrict Processing: to object to or request restriction of certain processing activities (EEA/UK).

  • Right to Withdraw Consent: to withdraw consent at any time where processing is based on consent, without affecting the lawfulness of prior processing.

  • Right to Opt Out of Marketing: to unsubscribe from marketing communications at any time via the unsubscribe link in any email or by contacting us at info@pureenamel.com.

  • Right to Lodge a Complaint: with your relevant data protection authority (e.g., the ICO in the UK, your EU supervisory authority, or the OAIC in Australia).

To exercise any of the above rights, contact us at info@pureenamel.com. We will respond within the timeframe required by applicable law (generally 30 days).

11. Data Retention

We retain personal information for as long as necessary to fulfil the purposes set out in this Privacy Policy, including to maintain your account, comply with legal and regulatory obligations (including tax and accounting requirements), resolve disputes, and enforce our agreements.

When personal information is no longer required, we will delete or anonymise it in a secure manner.

12. Data Security

We implement reasonable technical and organisational security measures to protect your personal information against unauthorised access, loss, disclosure, alteration, or destruction. These measures include encryption of data in transit (TLS), access controls, and regular security assessments.

However, no method of transmission over the Internet or electronic storage is completely secure. We cannot guarantee absolute security and we are not responsible for unauthorised access resulting from circumstances beyond our reasonable control. You are responsible for maintaining the confidentiality of your account credentials.

13. Children's Privacy

The Services are not directed to individuals under the age of 18. We do not knowingly collect personal information from children. If you believe a child under 18 has provided us with personal information without parental consent, please contact us at info@pureenamel.com and we will take steps to delete such information promptly.

14. Third-Party Websites

The Services may contain links to third-party websites or services. We are not responsible for the privacy practices or content of those third parties. We encourage you to review the privacy policies of any third-party sites you visit.

15. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements, or other factors. When we make material changes, we will update the "Last Updated" date at the top of this Policy and, where required by applicable law, provide you with additional notice (e.g., by email or by displaying a prominent notice on the Site).

Your continued use of the Services after the effective date of any update constitutes your acceptance of the revised Privacy Policy.

16. Contact Us

If you have questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us at:

Pure Enamel
Email: info@pureenamel.com