privacy policy

1. Who we are

Made of More is a trading name of ICY Formosa Wellbeing Ltd, a company registered in England and Wales (company number 12392616), Wilsford Heath Farm, Ancaster, England, NG32 3QD.

We are the "controller" of your personal information, which means we decide how and why it is used. You can contact us about anything in this policy at hello@madeofmore.co.uk or by post at the address above.

2. What we collect

Information you give us

  • Contact details: your name, email address, mobile number and delivery and billing addresses.
  • Order details: what you buy, subscriptions, discount codes used, returns and refunds. Card payments are handled by our payment providers. We never see or store your full card number.
  • Account details: your login, order history, loyalty points and referrals.
  • Skin quiz answers: things like your skin type, skin concerns, age range and where you are in perimenopause or menopause. Some of this counts as health information, so we only use it with your explicit consent (see section 4).
  • Money Back Guarantee claims: your order number, before and after photos and a summary of your experience.
  • Reviews: your review, star rating, first name or initials and any photos you choose to add.
  • Messages: anything you send us by email, live chat, social media or WhatsApp.
  • Marketing preferences: which channels you've agreed to hear from us on (email, SMS, WhatsApp) and when you agreed.
  • WhatsApp community: if you join, your name, mobile number, profile photo and the messages you post (see section 6).

Information we collect automatically

  • Device and browsing data: your IP address, rough location, device and browser type, pages you visit, products you view and add to basket, and how you found us.
  • Email and message engagement: whether you open our emails and messages and which links you click.

We collect most of this through cookies and similar technologies. See section 9.

Information from others

  • Advertising platforms (like Meta and Google) tell us how our ads perform, usually in aggregated form.
  • Creators and partners we work with may tell us when you've used their code or link, so we can credit them.

3. How we use it and our legal reasons

Data protection law says we need a legal reason (a "lawful basis") for each way we use your information. Here's ours:

  • To process and deliver your orders, subscriptions, returns and refunds, and to run your account. Lawful basis: to perform our contract with you.
  • To handle Money Back Guarantee claims. Lawful basis: to perform our contract with you.
  • To send order, delivery and account updates. These are service messages, not marketing, so you'll get them even if you've opted out of marketing. Lawful basis: contract.
  • To answer your questions and complaints. Lawful basis: our legitimate interest in looking after our customers.
  • To send you marketing by email, SMS or WhatsApp. Lawful basis: your consent, or for email to existing customers, our legitimate interest under the "soft opt in" rule (see section 5).
  • To give you product recommendations from the skin quiz. Lawful basis: your explicit consent.
  • To run our loyalty and referral schemes. Lawful basis: contract.
  • To understand how people use our website and improve it. Lawful basis: your consent through our cookie banner.
  • To show you relevant ads on other sites and social media, and to measure them. Lawful basis: your consent through our cookie banner.
  • To prevent fraud and keep our site secure. Lawful basis: our legitimate interest.
  • To keep tax and accounting records and meet other legal duties. Lawful basis: legal obligation.

We don't make decisions about you that have legal or similarly significant effects using only automated means. Quiz recommendations are suggestions, nothing more.

4. Health information and the skin quiz

Our skin quiz can ask about your skin conditions and hormonal stage. The law treats this as "special category" data, which needs extra protection. We only collect it when you choose to take the quiz and tick to give your explicit consent. We use it to recommend products and to send you relevant content if you've also agreed to marketing. We never sell it or use it to target ads on other platforms. You can withdraw consent and ask us to delete your quiz answers at any time by emailing hello@madeofmore.co.uk.

5. Marketing by email, SMS and WhatsApp

We only send marketing on the channels you've agreed to. Agreeing to one channel doesn't mean you've agreed to the others.

  • Email: if you sign up, we'll email you offers, news and skincare tips. If you've bought from us and didn't opt out at checkout, we may also email you about similar products (the "soft opt in"). Every email has an unsubscribe link.
  • SMS: we'll only text you marketing if you've ticked to agree. Reply STOP to any message to opt out.
  • WhatsApp marketing: we'll only send you marketing on WhatsApp if you've specifically agreed to receive it on WhatsApp. These messages are sent through Klaviyo using WhatsApp's business platform, which is run by Meta. Reply STOP to any message to opt out.

You can also opt out of anything at any time by emailing hello@madeofmore.co.uk. When you opt out we keep a note of your email or number on a "do not contact" list, so we don't message you again by mistake.

We use Klaviyo to send our email, SMS and WhatsApp messages. Klaviyo records when messages are delivered, opened and clicked so we can send fewer, more relevant messages.

6. Our WhatsApp community

We run a free WhatsApp community where customers can chat, share tips and hear from the team. It's separate from our WhatsApp marketing messages.

  • Joining is optional. We'll never add you without you asking to join.
  • Other members can see you. Depending on the group, other members may be able to see your name, mobile number, profile photo and anything you post. Please think before sharing anything personal, especially about your health.
  • WhatsApp is run by Meta. Your use of WhatsApp is also covered by WhatsApp's own privacy policy and terms.
  • We keep it separate. Joining the community doesn't sign you up to our marketing. We won't copy your number into our marketing lists unless you separately opt in.
  • Moderation. Our team moderates the community and may remove posts or members who break the house rules.
  • Leaving. You can leave at any time from within WhatsApp. Messages you've already posted may stay visible to members who received them. Ask us and we'll delete any of your messages we're able to remove as admins.

Lawful basis: your consent (by choosing to join) and our legitimate interest in running and moderating a safe community.

7. Who we share it with

We never sell your personal information. We share it only with trusted companies who help us run Made of More, and only what they need to do their job. They act on our instructions and must keep your information safe. They include:

  • Our online shop and checkout: Shopify.
  • Payments: our payment providers, such as Shopify Payments and PayPal.
  • Delivery: our warehouse and courier partners, who get your name, address and sometimes your email or number for delivery updates.
  • Email, SMS and WhatsApp marketing: Klaviyo, and Meta for WhatsApp messages.
  • Customer service: Gorgias (live chat and help desk).
  • Skin quiz: Octane AI.
  • Subscriptions: Seal Subscriptions.
  • Loyalty and referrals: Yotpo.
  • Reviews: REVIEWS.io.
  • Website analytics: Google Analytics, Hotjar, PostHog and similar tools.
  • Advertising: Meta (Facebook and Instagram), Google and other ad platforms. If you've agreed to marketing cookies or marketing messages, we may share a scrambled ("hashed") version of your email or number with these platforms so we can show you relevant ads, or avoid showing you ads for things you've already bought.
  • Creator and affiliate partners: to track and reward sales from their links or codes. They don't get your contact details.
  • Professional advisers: like our accountants and lawyers, where needed.
  • Authorities: the police, HMRC or regulators, if the law requires it.

If we ever sell or merge our business, your information may pass to the new owner, who must follow this policy.

8. Sending data outside the UK

Some of our suppliers, including Shopify, Klaviyo, Meta and Google, store or access data in the US or elsewhere outside the UK. When this happens we make sure your information is protected to UK standards, using the UK government's adequacy regulations (such as the UK Extension to the EU US Data Privacy Framework) or the International Data Transfer Agreement or Addendum approved by the Information Commissioner's Office (ICO).

9. Cookies

Cookies are small files saved on your device when you visit our website. We use:

  • Essential cookies: needed for the site to work, like keeping items in your basket and running checkout. These are always on.
  • Analytics cookies: to understand how people use the site so we can improve it. These are only set if you agree.
  • Marketing cookies: to show you relevant ads on other sites and measure how well our ads work. These are only set if you agree.

You can accept or reject analytics and marketing cookies using the banner when you first visit, and change your mind at any time using the "Cookie preferences" link in our website footer. You can also clear or block cookies in your browser settings.

10. How long we keep it

  • Orders and payments: 6 years after the end of the tax year of your purchase, because tax law requires it.
  • Your account: until you close it, or 3 years after your last order or login, whichever is sooner.
  • Marketing: until you unsubscribe, or 3 years after you last engaged with us. After you unsubscribe we keep just your email or number on our "do not contact" list.
  • Skin quiz answers: 2 years, or until you withdraw your consent.
  • Money Back Guarantee claims, including photos: 2 years after the claim closes. We won't use your photos for anything else without asking first.
  • Customer service messages: 3 years.
  • Reviews: for as long as they're displayed, unless you ask us to remove them.
  • WhatsApp community: until you leave or the community closes.
  • Analytics and cookie data: for the lifetime of each cookie, and no more than 26 months for analytics reports.

After this, we delete your information or anonymise it so it can no longer identify you.

11. Keeping it safe

We use trusted suppliers with strong security, limit access to the people on our team who need it, and use secure connections (HTTPS) across our site. No system is ever completely secure, but if something does go wrong we'll act quickly and tell you and the ICO where the law requires.

12. Your rights

You have the right to:

  • Access: ask for a copy of the information we hold about you.
  • Correction: ask us to fix anything that's wrong or incomplete.
  • Deletion: ask us to delete your information, unless we have to keep it by law (like order records for tax).
  • Restriction: ask us to limit how we use your information.
  • Objection: object to us using your information based on our legitimate interests, and stop marketing at any time.
  • Portability: ask for your information in a format you can take elsewhere.
  • Withdraw consent: wherever we rely on your consent, you can withdraw it at any time. This doesn't affect anything we did before you withdrew it.

To use any of these rights, email hello@madeofmore.co.uk. We'll reply within one month and won't charge you. We may need to check your identity first.

13. Complaints

If you're unhappy with how we've handled your information, please tell us first and we'll do our best to put it right. You also have the right to complain to the Information Commissioner's Office (ICO), the UK's data protection regulator, at ico.org.uk/make-a-complaint or on 0303 123 1113.

14. Children

Our products and website are for adults. We don't knowingly collect information from anyone under 18.

15. Changes to this policy

We'll update this policy when the way we use your information changes. The date at the top shows when it was last updated. If we make a big change, we'll let you know by email or on our website.