Privacy policy

Lily Charmed Ltd is committed to protecting your privacy and personal data. This Privacy Policy explains how we collect, use, store, and protect your personal information when you visit our website or purchase from us.

Last updated: 13 January 2026

1. Who We Are

Lily Charmed Ltd is the data controller responsible for your personal data.

Company name: Lily Charmed Ltd
Registered address: Unit 28a Slough Business Park, 94 Farnham Road, Slough, Berkshire, SL1 3FQ, United Kingdom
Email: hello@lilycharmed.com

2. Scope of This Privacy Policy

This Privacy Policy applies to:

All pages on the Lily Charmed website that link to this Privacy Policy
Any features or services offered through our website, including e-commerce services

This policy does not apply to third-party websites that may be linked from our site. We encourage you to review the privacy policies of any external websites you visit, as we are not responsible for their content or data practices.

3. The Personal Data We Collect

Depending on how you interact with us, we may collect the following personal data:

Identity data: name
Contact data: email address, telephone number, postal address
Order data: details of products purchased, delivery information
Technical data: IP address, browser type, device information
Usage data: information about how you use our website, including pages visited and search activity
Marketing preferences: email subscription status and communication preferences

We do not store payment card details. Payments are processed securely by third-party payment providers.

4. How and Why We Use Your Data (Lawful Bases)

We process your personal data only where we have a lawful basis to do so under UK GDPR.

Our lawful bases include:

Contractual necessity
To process orders, take payment, deliver products, and provide customer support.
Legal obligation
To comply with accounting, tax, and regulatory requirements.
Legitimate interests
To improve our website, understand customer behaviour, prevent fraud, and develop our products and services, provided these interests do not override your rights.
Consent
Where you have opted in to receive marketing communications or accepted non-essential cookies. You may withdraw your consent at any time.

5. Marketing Communications

If you choose to receive marketing emails from us, you can unsubscribe at any time by clicking the unsubscribe link at the bottom of any email or by contacting us at subscribers@lilycharmed.com.

Our email marketing lists are managed by third-party email service providers acting as data processors on our behalf.

SMS Marketing

If you choose to receive SMS marketing messages from Lily Charmed, we will use your mobile phone number to send you promotional messages, offers, and updates about our products.

SMS messages are sent only where you have provided your explicit consent. You can opt out of SMS marketing at any time by following the link each message or by contacting us at hello@lilycharmed.com.

Message and data rates may apply. Message frequency may vary.

We use trusted third-party service providers to deliver SMS messages on our behalf. These providers process personal data only in accordance with our instructions and applicable data protection laws. Full terms regarding this service can be viewed here

6. Website Data & Analytics

When you visit our website, our web server may automatically collect technical information such as:

IP address
Browser type
Referring website or source

This data is used to:

Monitor website performance
Understand how visitors use our site
Improve content, layout, and functionality
Measure the effectiveness of marketing campaigns

Where possible, this data is aggregated and anonymised.

7. Cookies

We use cookies and similar technologies on our website.

Types of cookies we use:

Strictly necessary cookies – required for the operation of our website
Analytics cookies – help us understand how visitors use our site
Marketing cookies – used to deliver relevant advertising and measure campaign performance

Strictly necessary cookies do not require consent.
Analytics and marketing cookies are only placed with your consent, which you can manage at any time via our cookie banner or browser settings.

You can also control or delete cookies through your browser settings.

8. Third-Party Service Providers

We use trusted third-party service providers to support our business operations, including:

Website hosting and e-commerce platforms
Payment service providers
Email marketing and customer communication platforms
Analytics and advertising partners
Fulfilment and delivery partners

All third parties are required to process your personal data securely and in accordance with data protection law.

9. International Data Transfers

Some of our service providers are located outside the United Kingdom or European Economic Area.

Where personal data is transferred internationally, we ensure appropriate safeguards are in place, such as:

UK International Data Transfer Agreements (IDTAs)
Approved contractual safeguards recognised under UK GDPR

10. How Long We Keep Your Data

We retain your personal data only for as long as necessary for the purposes outlined in this Privacy Policy.

In most cases, customer order data is retained for up to 5 years to comply with legal, accounting, and tax obligations.

11. How We Keep Your Data Secure

We take appropriate technical and organisational measures to protect your personal data against unauthorised access, loss, or misuse. This includes secure servers, encryption where appropriate, and contractual safeguards with third-party processors.

While we take all reasonable steps to protect your data, no system is completely secure, and we cannot guarantee absolute security.

12. Public Areas of the Website

Any personal information you voluntarily post in public areas of our website may be visible to others. Please take care when sharing personal information publicly, as we cannot control how others may use it.

13. Children’s Data

Our website and services are not intended for children under the age of 16, and we do not knowingly collect personal data relating to children.

14. Your Rights Under UK GDPR

You have the right to:

Access your personal data
Request correction of inaccurate data
Request deletion of your data
Restrict or object to processing
Request data portability
Withdraw consent at any time (where applicable)

To exercise your rights, please contact us at hello@lilycharmed.com.

15. Complaints

If you are unhappy with how we handle your personal data, you have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK supervisory authority for data protection.

More information can be found on the ICO website.