Privacy policy

Last updated: 21 October 2026

This policy explains what personal information Females collects when you visit females.co or buy from us, why we use it, who we share it with and the rights you have. It is written to meet the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations (PECR).

1. Who we are

Females is a UK sole trader business and the data controller for the personal information described in this policy.

Postal address: Females, 124 City Road, London, EC1V 2NX, United Kingdom
Email: support@females.co

Email is the quickest way to reach us about anything in this policy.

2. What we collect

When you order: your name, email address, phone number (if you give one), delivery and billing address, what you bought and how much you paid. Card and wallet details are handled by our payment providers; we never see or store your full card number.
If you subscribe: your subscription plan, delivery frequency, renewal dates and any changes or cancellations.
When you contact us: the content of your emails and any details you choose to share, for example for a refund or a delivery problem.
If you join our emails or texts: your email address or mobile number and your marketing preferences.
When you browse: your IP address, browser and device type, pages viewed, the link or advert that brought you to us, items added to your basket, and identifiers stored in cookies and similar technologies (see section 7).
Reviews: if you leave a review, your name or initials, your review and any photos or video you submit.
If you take our quiz: your answers are used in your browser to show your recommendation and are not saved with your name, email, order or any identifier. Each completed quiz adds one to anonymous daily totals for each answer (for example, how many people picked "broken sleep"), which we use to improve the quiz and our products. These totals cannot be linked to you. If you click through to a product page, your basket is marked "came from quiz" so we can see how many orders the quiz leads to; your answers are not added.
On our product pages: we count, as anonymous daily totals, how long visits last (in bands such as "10 to 30 seconds"), how far down the page they scroll and whether a bundle or Add to Cart is tapped, and whether the visit came from an advert. Nothing that identifies you is stored with these totals.

Apart from the anonymous quiz totals above, we do not collect health information. Please don't include medical details in messages to us unless you want us to use them to answer your question; if you do, we use them only for that and delete them when no longer needed.

3. Why we use it and our lawful basis

Purpose	Lawful basis
Taking payment, delivering orders, managing subscriptions and processing refunds or guarantee claims	Performance of our contract with you
Answering your questions and handling complaints	Contract, or our legitimate interest in looking after customers
Keeping order and tax records	Legal obligation
Preventing fraud and keeping the website secure	Legitimate interests
Measuring how the website and our adverts perform, and showing you relevant adverts on other platforms	Legitimate interests and, where cookies or similar technologies require it, your consent
Sending marketing emails or texts	Your consent, or for existing customers our legitimate interest in telling you about similar products (you can opt out at any time)

We do not make decisions about you based solely on automated processing that have legal or similarly significant effects.

4. Who we share it with

We share personal information only with service providers who help us run the shop, and only as much as they need:

Shopify — hosts our website, checkout and customer accounts, and provides Shop Pay and order analytics.
Payment providers — such as Shopify Payments, Shop Pay, Apple Pay and Google Pay, to take payment and prevent fraud.
Kaching Bundles and Kaching Subscriptions — run our bundle offers and recurring orders.
Delivery partners — such as Royal Mail and international carriers, who receive your name, address and contact details to deliver your order.
Advertising and measurement partners — Meta (Facebook and Instagram), TikTok and Microsoft Advertising (Bing), directly and through WeTracked, a tracking service that sends website and purchase events to those platforms so we can measure and improve our adverts.
Trybe — shows customer video content on our website.
Cloudflare — stores the anonymous quiz and product page totals described in section 2.
Email and messaging providers — to send order updates and, if you have agreed, marketing.
Professional advisers and authorities — accountants, lawyers, HMRC or the police where we are legally required or need to protect our rights.

We do not sell your personal information.

5. International transfers

Some of these providers, including Shopify, Meta, TikTok and Microsoft, process data outside the UK, for example in the European Economic Area, the United States or Canada. Where that happens, the transfer is covered by UK adequacy regulations, the UK Extension to the EU–US Data Privacy Framework, or the UK International Data Transfer Agreement or Addendum to the EU Standard Contractual Clauses.

6. How long we keep it

Order, payment and refund records: 6 years after the end of the tax year they relate to, to meet HMRC requirements.
Customer service emails: up to 2 years after the matter is closed.
Marketing preferences: until you unsubscribe, after which we keep a suppression record so we don't contact you again.
Customer account details: until you ask us to close the account.
Cookie and advertising data: for the periods set by each cookie (see section 7) and by the provider's own retention rules.

7. Cookies and similar technologies

Cookies are small files stored on your device. We and our partners use:

Essential cookies — keep your basket, currency and checkout working and protect the site (for example cart, localization, _shopify_essential). The site does not work properly without these.
Analytics cookies — help us understand how the site is used (for example _shopify_analytics).
Advertising cookies — let Meta, TikTok and Microsoft measure our adverts and show relevant adverts (for example _fbp, _fbc, _ttp, _uetvid, _shopify_marketing).

You can block or delete cookies in your browser settings, and opt out of personalised advertising in your Facebook, Instagram, TikTok and Microsoft account settings. Blocking essential cookies may stop the basket and checkout from working.

8. Your rights

Under UK data protection law you have the right to:

access the personal information we hold about you;
have inaccurate information corrected;
have your information deleted where we no longer have a reason to keep it;
restrict or object to how we use it, including objecting to direct marketing at any time;
receive your information in a portable format;
withdraw consent at any time, where we rely on consent.

To use any of these rights, email support@females.co. We will reply within one month. We may need to confirm your identity first. Every marketing email also has an unsubscribe link.

9. Complaints

If you are unhappy with how we have handled your information, please contact us first so we can try to put it right. You also have the right to complain to the Information Commissioner's Office (ICO): ico.org.uk/make-a-complaint, or 0303 123 1113.

10. Children

Our products are for adults. We do not knowingly collect information from anyone under 18.

11. Security

We use reputable providers with appropriate security measures, limit access to personal information to those who need it, and use encrypted connections across the website and checkout. No system is completely secure, so please contact us straight away if you think your account has been compromised.

12. Changes to this policy

We may update this policy from time to time. The latest version will always be on this page with the date it was last updated. If we make significant changes, we will let customers know by email or on the website.