Privacy policy

Last updated: 26 February 2026

This Privacy Notice explains how Purition Ltd (“Purition”, “we”, “us”) collects and uses personal information when you visit our website(s), place orders, subscribe, contact us, or use our SMS services.

1) Who we are and how to contact us

Controller: Purition Ltd (company number 08157087)
Registered office: Unit 5, Shropshire Food Enterprise Centre, 24 Vanguard Way, Shrewsbury, Shropshire SY1 3TG

Data protection contact: data@purition.co.uk
Customer support: hello@purition.co.uk | 01743 444397

2) What personal information we collect

We may collect the following categories of personal information:

A. Information you provide

  • Account and order information: name, email, phone number, billing/delivery address, items purchased, order history, subscription settings.
  • Dietary preferences and health goals: information you voluntarily share via quizzes, surveys, or customer profiles (such as vegan preferences or specific health/nutrition goals).
  • Customer support communications: the content of messages you send us (e.g., email, webchat, SMS) and related information you choose to provide.
  • Reviews, survey responses, and user content: reviews/comments you submit (and the name you publish with them), survey answers, and product recommendation quiz responses.

B. Information collected automatically

  • Device and usage information: IP address, browser type, device identifiers, screen dimensions, pages viewed, referral URLs, and cookie/analytics identifiers.
  • Geolocation data: your approximate location detected via your IP address to serve locale-specific content and pricing.
  • Local storage data: tracking identifiers and user preferences stored securely in your browser's localStorage or sessionStorage.

C. Information from other sources

Data from providers that help us operate the website, deliver messages, process orders, manage referrals, and measure marketing performance.

3) Payment information (Shopify / Shop Pay)

We use Shopify for our online store and checkout, including Shop Pay. Payments are processed securely through Shopify and/or the payment method you choose at checkout.

  • We do not ask you to send card details by email or SMS.
  • We do not store full card numbers or card security codes (CVV) on Purition systems.
  • We may receive limited payment-related information (e.g., payment confirmation, payment method type, and partial card details such as last 4 digits), depending on the payment method used.

4) How we use your personal information

We use personal information to:

A. Provide the website and fulfil orders

  • Process purchases, subscriptions, and deliveries.
  • Send order confirmations, dispatch updates, and service messages.
  • Manage returns/refunds and resolve delivery issues.
  • Operate B2B wholesale accounts.

B. Provide customer support

  • Respond to enquiries and complaints.
  • Troubleshoot issues and keep customer service records.

C. Operate subscriptions and loyalty programmes

  • Create renewal orders and process changes (skip/pause/cancel/update).
  • Send service messages and renewal reminders.
  • Operate customer referral programmes and issue rewards.

D. Operate SMS services (including re-orders)

  • Send service texts (e.g., order updates, payment links you request).
  • Send marketing texts where you’ve opted in or where permitted.
  • Process SMS re-order requests and generate a secure checkout/payment request link.

E. Improve services and prevent fraud

  • Analytics, reporting, attribution mapping, and testing to improve the website and customer experience.
  • Administering quizzes, product recommendation tools, and surveys to improve our product offerings.
  • Security monitoring and fraud prevention.

F. Marketing (where permitted)

  • Email/SMS marketing (depending on your preferences and the rules that apply).
  • Collecting and publishing customer reviews.
  • Measuring marketing effectiveness and running retargeting campaigns (via cookies, pixels, and similar technologies, subject to your cookie choices).

5) Lawful bases (UK GDPR)

We process personal information under one or more of these lawful bases:

  • Contract: to take steps at your request and to perform our contract with you (orders, subscriptions, delivery, support).
  • Legitimate interests: to operate, protect, and improve our business, including advanced analytics and operating referral programmes (balanced against your rights).
  • Consent: where required (e.g., certain marketing, non-essential cookies, and explicit consent if you choose to provide special category data such as health goals or dietary requirements).
  • Legal obligation: to meet legal/regulatory requirements (e.g., tax/accounting records).

6) AI-assisted customer service and AI ordering

We may use automated tools, including artificial intelligence (AI), to help us respond to customer service enquiries and to support our SMS re-order workflow.

What this means:

  • AI may help draft suggested replies or summarise customer messages for our team.
  • AI may help interpret an SMS re-order request and prepare information needed to generate a secure checkout/payment request link.

What data may be processed: Depending on the request, this may include:

  • your message content (email/SMS/webchat)
  • your name and contact details
  • relevant account/order information (e.g., delivery address, order history, subscription status)

Safeguards and choices:

  • AI is intended to support customer support rather than make solely automated decisions with legal or similarly significant effects on you.
  • You can ask us to handle your enquiry without AI assistance or request a human review.

7) Customer support tools (Gorgias)

We use Gorgias to manage customer service communications and tickets. Messages you send us (and relevant order/account information) may be processed in our support tools so we can respond and resolve issues.

8) SMS service (Klaviyo / Twilio)

We may send:

  • service messages (e.g., order updates, dispatch notifications, payment links you request, subscription service messages), and
  • marketing messages (e.g., offers/promotions), depending on your preferences and applicable rules.

We use Klaviyo and Twilio to send and manage SMS communications. You can opt out of marketing texts at any time using the opt-out method in the message (e.g., replying STOP).

9) Subscription renewal reminders (timing)

Where you have an active subscription, we send an email reminder 5 days before renewal so you have time to make changes (e.g., skip, pause, cancel or update).

10) Cookies and similar technologies (OneTrust)

We use cookies and similar technologies (including localStorage, sessionStorage, and tracking pixels) for:

  • strictly necessary website functions (e.g., cart, checkout, security)
  • analytics/performance
  • functionality/personalisation
  • advertising/retargeting

You can control non-essential cookies via our cookie banner/preferences tool (managed via OneTrust) and via browser settings.

11) Who we share personal information with

We share personal information with trusted service providers where necessary to operate our business, including:

  • Shopify / Shop Pay (e-commerce platform and checkout)
  • Subscription Management Providers (e.g., Seal Subscriptions, Recharge)
  • Delivery partners (e.g., Royal Mail, DPD) for shipping and tracking
  • Klaviyo (messaging/marketing automation)
  • Twilio (SMS delivery)
  • Gorgias (customer support ticketing)
  • Reviews & Feedback Platforms (e.g., Reviews.io)
  • Referral & Loyalty Platforms (e.g., ReferralCandy)
  • Survey & Interactive Tool Providers (e.g., Typeform, Revenue Hunt)
  • B2B Management Platforms (e.g., BSS B2B Commerce)
  • Analytics & Attribution Partners (e.g., Google Analytics, Triple Whale, PageFly)
  • Advertising Partners (e.g., Spotify Advertising, Google)
  • AI service providers (category-based) used to support customer service and operational tasks where configured
  • Technical & Functional Plugins (e.g., ConversionBear, Multivariants, Avada SEO, external font libraries like Google Fonts and Font Awesome)

We may also share personal information where required by law, to protect rights/safety, prevent fraud, or as part of a business sale/restructure.

12) International transfers

Some service providers may process personal information outside the UK. Where we make restricted international transfers, we use appropriate safeguards under UK GDPR (for example, the UK International Data Transfer Agreement and/or the UK Addendum to EU Standard Contractual Clauses). You can contact us to ask for more information about the safeguards we use.

13) How long we keep your information (retention)

We keep personal information only as long as necessary for the purposes described in this Notice, including:

  • order, tax and accounting records (as required by law and business needs)
  • customer support records (for a limited period)
  • marketing data until you unsubscribe/opt out (plus limited suppression records to respect your preferences)
  • security/fraud logs as needed for protection and audit

14) Your rights

Depending on your circumstances, you may have rights including:

  • access to your personal information
  • correction
  • deletion
  • restriction
  • objection (including to certain legitimate interests processing)
  • data portability (where applicable)
  • withdrawing consent (where processing is based on consent)

To exercise rights, contact data@purition.co.uk.

15) Complaints

If you have concerns, please contact us first and we’ll try to resolve them. You also have the right to complain to the UK regulator, the Information Commissioner’s Office (ICO).

16) Changes to this Privacy Notice

We may update this Privacy Notice from time to time. The latest version will be posted on our website and, where appropriate, we may notify you of significant changes.