Privacy policy

Privacy Policy

Last updated: 17 September 2026

At Myphe, we respect your privacy and are committed to handling your personal information responsibly, transparently and securely.

This Privacy Policy explains how we collect, use, disclose, store and otherwise process your personal data when you visit our website, place an order, contact us, create an account, subscribe to marketing communications or otherwise interact with Myphe.

It also explains the rights available to you under applicable data protection law.

For the purposes of this Privacy Policy, references to “Myphe”, “we”, “us” and “our” refer to the operator of the Myphe online store.

1. Who We Are

Myphe is an online retailer offering baby, children's and family-related products.

For the purposes of applicable data protection legislation, including the UK General Data Protection Regulation (“UK GDPR”) and the Data Protection Act 2018, the controller responsible for your personal data is:

Trading name: Myphe
Email: myphesuporte@gmail.com

If a UK representative is required under applicable data protection law, their details will be made available here.

2. Personal Data We Collect

The personal information we collect depends on how you interact with our website and services.

We may collect the following categories of personal data.

Identity and Contact Information

This may include:

  • your full name;

  • billing address;

  • delivery address;

  • email address;

  • telephone number; and

  • other contact information you provide to us.

Order and Transaction Information

When you make a purchase, we may collect information such as:

  • products purchased;

  • order number;

  • order value;

  • selected product variations;

  • delivery method;

  • order status;

  • refunds and returns;

  • purchase history; and

  • correspondence relating to your order.

Payment Information

Payments are processed through authorised payment service providers.

Depending on the payment method used, payment providers may process information such as your card details, billing information or other financial information.

Myphe does not necessarily receive or retain your complete payment card details. Where payment information is handled directly by a payment provider, that provider processes the information in accordance with its own legal and security obligations.

Account Information

If customer accounts are available and you create one, we may process information associated with your account, including:

  • login details;

  • order history;

  • saved contact details;

  • preferences; and

  • account activity.

Customer Service Information

If you contact us, we may collect:

  • your name and contact information;

  • the contents of your message;

  • photographs or videos you provide;

  • information relating to your order;

  • complaints, enquiries or requests; and

  • our correspondence with you.

Technical and Device Information

When you use our website, certain information may be collected automatically, including:

  • IP address;

  • browser type;

  • device type;

  • operating system;

  • device identifiers;

  • network information;

  • referring website;

  • pages viewed;

  • date and time of visits;

  • interactions with our website; and

  • cookie or similar technology identifiers.

Marketing and Preference Information

Where applicable, we may process:

  • your marketing preferences;

  • newsletter subscriptions;

  • advertising interactions;

  • cookie preferences;

  • products or pages you have shown an interest in; and

  • information relating to your interaction with promotional communications.

3. How We Collect Your Personal Data

We may collect personal data:

Directly From You

For example, when you:

  • place an order;

  • create an account;

  • contact customer support;

  • request a return or refund;

  • complete a form;

  • subscribe to marketing communications; or

  • otherwise provide information to us.

Automatically

Certain technical information may be collected automatically when you browse our website through cookies, pixels and similar technologies.

From Service Providers and Business Partners

We may also receive information from third parties that assist us in providing our services, such as:

  • Shopify;

  • payment providers;

  • delivery and logistics companies;

  • fraud-prevention providers;

  • analytics providers;

  • advertising platforms; and

  • other technology providers.

4. How and Why We Use Your Personal Data

We only process personal data where we have an appropriate legal basis for doing so.

Depending on the circumstances, we may rely on performance of a contract, compliance with a legal obligation, our legitimate interests or your consent.

Processing and Fulfilling Orders

We use your personal information to:

  • process your order;

  • receive and verify payment;

  • arrange fulfilment;

  • arrange delivery;

  • provide order confirmations and updates;

  • manage returns and refunds; and

  • deal with problems relating to your purchase.

Legal basis: Performance of a contract with you.

Customer Service

We use your information to:

  • respond to enquiries;

  • resolve delivery issues;

  • investigate complaints;

  • process returns and refunds; and

  • provide customer support.

Legal basis: Performance of our contract with you and, where appropriate, our legitimate interests in providing effective customer service and managing our business.

Fraud Prevention and Security

We may process information to:

  • detect or prevent fraudulent transactions;

  • protect our website and systems;

  • prevent misuse of our services;

  • investigate suspicious activity; and

  • protect Myphe, our customers and third parties.

Legal basis: Our legitimate interests in protecting our business, customers, systems and services, and compliance with legal obligations where applicable.

Legal and Regulatory Compliance

We may process and retain information where necessary to:

  • comply with applicable laws;

  • maintain financial and transaction records;

  • respond to lawful requests from authorities;

  • establish, exercise or defend legal claims; and

  • comply with accounting, tax, consumer protection and regulatory requirements.

Legal basis: Compliance with legal obligations and, where applicable, our legitimate interests in protecting our legal rights.

Operating and Improving Our Store

We may use information to:

  • understand how customers use our website;

  • identify technical problems;

  • improve website functionality;

  • understand customer demand;

  • improve our products and services; and

  • measure the performance of our store.

Where this involves information collected through non-essential cookies or similar technologies, we will obtain consent where required.

Legal basis: Our legitimate interests in operating and improving our business or your consent, depending on the technology and circumstances involved.

Marketing

Where permitted, we may use your information to communicate with you about products, promotions, offers or other Myphe news.

Where consent is required, we will only send such communications after receiving the appropriate consent.

You may unsubscribe from marketing communications at any time by using the unsubscribe option included in the communication or by contacting us.

Legal basis: Consent where required by law or another applicable lawful basis where permitted.

5. Cookies and Similar Technologies

Our website may use cookies, pixels, tags and similar technologies.

Some technologies are necessary for our website to operate correctly, including those used for:

  • checkout functionality;

  • security;

  • fraud prevention;

  • remembering essential preferences; and

  • maintaining shopping basket functionality.

We may also use non-essential technologies for purposes such as:

  • analytics;

  • measuring website performance;

  • personalisation;

  • advertising; and

  • measuring marketing campaigns.

Where required by applicable law, non-essential cookies or similar tracking technologies will not be used until you have provided the required consent.

You can manage your available choices through the cookie consent tools provided on our website.

Further information may be provided in our separate Cookie Policy.

6. Shopify

Our online store is hosted and powered by Shopify.

Shopify provides the e-commerce infrastructure that enables us to operate our website, process orders and provide our services.

As part of providing these services, Shopify may process certain customer personal data on our behalf and, for certain Shopify services, may process information in accordance with its own applicable privacy terms.

Information processed through Shopify may include:

  • contact details;

  • order information;

  • transaction information;

  • device and browser information;

  • IP addresses; and

  • information relating to interactions with our store.

Shopify may use affiliated companies and authorised subprocessors to provide its services.

7. Who We Share Personal Data With

We do not disclose personal information unnecessarily.

However, we may share personal information with third parties where reasonably necessary to operate our store, fulfil orders or meet our legal obligations.

These third parties may include:

E-commerce Platform Providers

Including Shopify and services integrated with our Shopify store.

Payment Providers

To securely process payments, prevent fraud and administer refunds.

Suppliers and Fulfilment Partners

Where necessary to fulfil an order, relevant information such as your name, delivery address, telephone number and order details may be provided to suppliers, warehouses or fulfilment partners responsible for preparing or dispatching your order.

We only provide information reasonably necessary for the relevant fulfilment purpose.

Delivery and Logistics Providers

We may provide delivery information to postal services, couriers, shipping companies and logistics providers in order to deliver your order.

Technology Providers

This may include providers of:

  • website hosting;

  • email services;

  • customer support systems;

  • IT infrastructure;

  • security services;

  • fraud prevention; and

  • other services used to operate our business.

Analytics and Advertising Providers

Where enabled and legally permitted, information may be processed through providers that help us understand website activity, measure advertising effectiveness or deliver advertising.

Where consent is required for the use of such technologies, we will seek that consent before activating them.

Professional Advisers

We may disclose information where reasonably necessary to accountants, legal advisers, insurers, auditors or other professional advisers.

Authorities and Other Parties Required by Law

We may disclose personal information where we reasonably believe disclosure is necessary to:

  • comply with applicable law;

  • respond to a lawful request;

  • comply with a court order;

  • protect our legal rights;

  • investigate suspected fraud or unlawful activity; or

  • protect the rights and safety of Myphe, our customers or others.

8. International Data Transfers

Myphe operates an online retail business and may use service providers, technology companies, suppliers, fulfilment facilities and logistics partners located outside the United Kingdom.

As a result, your personal data may be processed in or transferred to countries outside the UK.

For example, our e-commerce platform and its service providers may process personal information through international infrastructure, and an order may require certain delivery information to be provided to an overseas supplier or fulfilment provider.

Where UK data protection law requires safeguards for an international transfer, we will rely on an appropriate lawful transfer mechanism.

Depending on the circumstances, this may include:

  • transfers to countries covered by applicable UK adequacy regulations;

  • appropriate contractual safeguards;

  • the UK International Data Transfer Agreement;

  • the UK Addendum to approved Standard Contractual Clauses; or

  • another transfer mechanism permitted by applicable law.

Only personal information reasonably necessary for the relevant purpose will be transferred.

9. How Long We Keep Personal Data

We retain personal data only for as long as reasonably necessary for the purposes for which it was collected, including meeting legal, regulatory, tax, accounting, contractual and fraud-prevention obligations.

The appropriate retention period depends on factors including:

  • the nature of the information;

  • why it was collected;

  • whether an ongoing customer relationship exists;

  • applicable legal obligations;

  • accounting or tax requirements;

  • potential disputes;

  • fraud-prevention requirements; and

  • whether the information is necessary to establish, exercise or defend legal claims.

When personal information is no longer required, we will delete, anonymise or otherwise securely dispose of it where reasonably practicable and legally appropriate.

10. Marketing Communications

You have control over whether you receive direct marketing communications from us.

Where you have subscribed to marketing, you can withdraw your consent or unsubscribe at any time.

You can do this by:

  • selecting the unsubscribe option in a marketing email where available; or

  • contacting us at myphesuporte@gmail.com.

Unsubscribing from marketing does not prevent us from sending transactional or service-related communications that are necessary to manage your order or customer relationship.

For example, you may still receive order confirmations, delivery updates, refund information or important service notices.

11. Your Right to Object to Direct Marketing

You have the right to object at any time to the use of your personal data for direct marketing purposes.

If you exercise this right, we will stop using your personal data for direct marketing purposes in accordance with applicable law.

You may exercise this right by using an available unsubscribe function or by contacting:

myphesuporte@gmail.com

12. Your Data Protection Rights

Depending on the circumstances and applicable law, you may have the following rights in relation to your personal data.

Right of Access

You may request confirmation as to whether we process your personal data and request access to personal information we hold about you.

Right to Rectification

You may ask us to correct personal information that is inaccurate or complete information that is incomplete.

Right to Erasure

In certain circumstances, you may ask us to delete your personal information.

This right is not absolute and we may need to retain certain information where required or permitted by law.

Right to Restrict Processing

In certain circumstances, you may ask us to restrict how we use your personal information.

Right to Data Portability

Where the legal requirements are met, you may have the right to receive certain personal information in a structured, commonly used and machine-readable format or request that it be transferred to another organisation.

Right to Object

You may have the right to object to certain processing carried out on the basis of legitimate interests.

Your right to object to direct marketing is explained separately above.

Right to Withdraw Consent

Where we rely on your consent to process personal data, you may withdraw that consent at any time.

Withdrawal of consent will not affect the lawfulness of processing carried out before consent was withdrawn.

Rights Relating to Automated Decision-Making

Where applicable, you may have rights concerning decisions based solely on automated processing that produce legal effects or similarly significantly affect you.

Myphe does not intend to make solely automated decisions producing legal or similarly significant effects about customers unless this is permitted by law and appropriate safeguards are in place.

13. Exercising Your Rights

To exercise a data protection right, please contact us at:

Email: myphesuporte@gmail.com

Please explain which right you wish to exercise and provide enough information for us to identify the relevant records.

We may need to verify your identity before fulfilling certain requests in order to protect personal information from unauthorised disclosure.

We will respond to valid requests within the timeframe required by applicable data protection law.

You will not ordinarily be charged a fee for exercising your data protection rights, although applicable law may permit a reasonable fee or refusal in certain limited circumstances, such as where a request is manifestly unfounded or excessive.

14. Complaints

If you have concerns about how Myphe has handled your personal information, we encourage you to contact us first so that we have an opportunity to investigate and address the matter.

Contact us at:

myphesuporte@gmail.com

If you are in the United Kingdom, you also have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK supervisory authority for data protection.

Your right to complain to a supervisory authority is not affected by contacting us first.

15. Security

We take reasonable technical and organisational measures designed to protect personal information against:

  • unauthorised access;

  • unlawful processing;

  • accidental loss;

  • destruction;

  • alteration; and

  • unauthorised disclosure.

However, no method of transmitting or storing information electronically can be guaranteed to be completely secure.

Customers are also responsible for keeping any account credentials confidential and for notifying us if they believe their account or personal information may have been compromised.

16. Children's Privacy

Although Myphe sells products intended for babies and children, our online store and purchasing services are intended for adults making purchasing decisions.

We do not intentionally seek to collect personal information directly from children where this is not necessary for providing our services.

If we become aware that personal information relating to a child has been provided to us improperly, we will take appropriate steps in accordance with applicable law.

Parents or guardians who believe that a child has provided personal information to us may contact:

myphesuporte@gmail.com

17. Third-Party Websites

Our website may contain links to websites, platforms or services operated by third parties.

We are not responsible for the privacy practices of third-party websites that we do not control.

We recommend reviewing the privacy information provided by any third-party service before providing personal information to it.

18. Business Transfers

If Myphe or the business operating Myphe undergoes a merger, acquisition, restructuring, sale of assets or other business transaction, personal information may be transferred to relevant parties as part of that transaction.

Where required, we will take appropriate measures to protect personal information and comply with applicable data protection law in connection with such a transfer.

19. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect:

  • changes to our services;

  • changes to our business practices;

  • changes to the technologies we use;

  • new legal or regulatory requirements; or

  • other operational developments.

When we make changes, we will update the “Last updated” date at the beginning of this policy.

Where required by law, we will provide additional notice of material changes.

20. Contact Us

If you have questions about this Privacy Policy, how we use your personal information or your data protection rights, please contact:

Myphe
Email: myphesuporte@gmail.com

We will endeavour to address privacy enquiries fairly and in accordance with applicable data protection law.