Privacy policy

Last updated: 3 September 2026

Who we are

Smile Essentials is a UK online oral-care retailer and the data controller for personal information collected through smileessentials.shop. The store is currently in pre-launch verification and is not accepting customer orders. You can contact us about privacy or your data at info@smileessentials.shop.

What we collect

Depending on how you use the website, we may collect:
• contact details you submit, such as your name and email address;
• messages and information you include in our contact form;
• technical and usage data, such as IP address, browser, device identifiers, pages viewed and cookie choices; and
• if checkout is opened in future, order, delivery, payment-status, return and customer-service information. Card details are handled by our payment providers and are not stored by us in full.

How and why we use it

We use personal information to:
• respond to enquiries and provide customer support;
• operate, secure and improve the website;
• prevent fraud and protect our legal rights;
• comply with legal and accounting obligations; and
• if sales are opened, process payments, fulfil and deliver orders, provide order updates, and manage cancellations, returns and refunds.

Our lawful bases are performance of a contract or steps requested before a contract, compliance with legal obligations, our legitimate interests in operating and securing the business and website, and consent where consent is required, including for optional cookies or future direct marketing.

We do not currently ask visitors to join a marketing list. If optional marketing is introduced, it will be based on an appropriate lawful basis and will include a clear way to opt out.

Cookies and analytics

Essential cookies are used for functions such as security, preferences and website operation. Optional analytics or advertising cookies should only be used in line with the choices available through our cookie banner. You can review or change cookie preferences through the website where that control is available.

Who receives your information

We share only what is reasonably necessary with service providers that help us operate the store, including Shopify for website hosting and ecommerce services, payment and fraud-prevention providers, technical support providers, and—only when orders are opened—approved fulfilment partners and delivery carriers. These providers process information under their own terms and privacy responsibilities or on our instructions, as applicable.

We may also disclose information where required by law, to protect legal rights, or in connection with a legitimate sale or reorganisation of the business. We do not sell personal information.

International transfers

Shopify and other service providers may process information outside the United Kingdom. Where UK data-protection law requires it, transfers are protected by an adequacy decision, recognised contractual safeguards or another lawful transfer mechanism.

How long we keep information

We retain personal information only for as long as reasonably necessary for the purpose collected, including to answer enquiries, provide services, meet tax and accounting requirements, resolve disputes and enforce agreements. Retention periods depend on the type of record and applicable legal requirements. Information that is no longer needed is deleted or anonymised where appropriate.

Your rights

Subject to applicable law, you may have rights to access, correct, delete or receive a copy of your personal information, object to or restrict certain processing, and withdraw consent where processing relies on consent. Withdrawing consent does not affect earlier lawful processing.

To exercise a right or ask a privacy question, email info@smileessentials.shop. We may need to verify your identity before acting on a request.

Complaints

Please contact us first so we can try to resolve your concern. You also have the right to complain to the UK Information Commissioner's Office (ICO). Information is available at https://ico.org.uk/make-a-complaint/.

Children

The website is intended for adults purchasing oral-care products and is not directed to children. We do not knowingly collect personal information from children.

Changes

We may update this notice when our services, suppliers or legal obligations change. The latest version will be posted here with an updated date.

Contact

Smile Essentials
Email: info@smileessentials.shop
Website: https://smileessentials.shop