Privacy and Cookie Policy

We are committed to safeguarding the privacy of our website visitors; this policy sets out how we will treat your personal information.

Direct Fragrance collects data in various ways to improve our service. We also provide users that have clearly consented to this with personalised content through email marketing or the website itself. In this section this will outline the ways in which we may or do collect and make use of your data.

1. Who Are We?

Direct Fragrance is an ecommerce company based in the United Kingdom. We have been selling fragrance and beauty products online since 2019.

2. What Information Do We Collect?

We may collect, store and use the following kinds of data. Please see below for more information about what data we may collect and when this is done.

(a) Information about your visits to and use of Direct Fragrance;

(b) Information about any transactions carried out between you and us on or in relation to, including information relating to any purchases you make of our goods or services;

(c) Information that you provide to us for the purpose of registering a user account with us and/or subscribing to email notifications.

Types of Information:

Name, address, telephone number, email address - We use the information to register and maintain customer accounts Legitimate Interest

Name, email address, date of birth - We use the information if the individuals participate in competitions or prize draws - Legitimate Interest

Credit / Debit card details - Card details are only used to process payment for products purchased - Legitimate Interest

Customer order history - We hold this information to help customers to track previous orders and make re-ordering easy - Legitimate Interest

Customer's purchase history - We hold purchase history information to comply with HMRC requirement - Legal obligation

Email address - We use email address to send out E-Newsletter about our new products and offers – Consent

Internet protocol (IP) address, browser type, URLs of referring/exit pages, operating system, date/time stamp, information you search for (via cookies) - We collect these details to improve browsing experience, functionality, security and performance of the website - Legitimate Interest

How do we protect your personal data:

  • We will not transfer your personal data outside the EU without your consent.
  • We maintain administrative, technical and physical safeguards designed to protect person information you provide against accidental, unlawful or unauthorised destruction, loss, alteration, access, disclosure or use.
  • Our checkout process uses industry standard SSL (Secure Sockets Layer) 128-bit encryption which secures your data. However, submission of information over the internet are never entirely secure.
  • We process your payments using secure Stripe payment gateway. Click here to find more about Stripe security.
  • We will notify you promptly in the event of any breach of your personal data which might expose you to serious risk.

Who else has access to the information you provide us?

We may pass your personal data to third parties who are authorised data processors or service providers (i.e. Royal mail, Adyen) to us for the purposes of completing tasks and providing services to you on our behalf. We have contracts in place with our data processors. This means that they cannot do anything with your personal information unless we have instructed them to do so. They will not share your personal information with any organisation apart from us. They will also hold the data securely and retain it for the period we instruct.

How long do we keep your information?

We will hold your personal data on our systems for as long as you are registered with us and for as long afterwards as it is in our legitimate interest to do so or for as long as necessary to comply with our legal obligations. We will review your personal data every year to establish whether we are still entitled to process it. If we decide that we are not entitled to do so, we will stop processing your personal data except that we will retain your personal data in an archived form to comply with future legal obligations (i.e. compliance with tax requirements and exemptions). We will securely destroy all personal information once we no longer need it.

E-newsletter and competition:

We offer you the opportunity to opt-in to subscribe to our e-newsletter. However, you can easily opt-out any time either by clicking on unsubscribe link found in the bottom of the e-newsletter or updating the communication preferences. Alternatively, you can also opt-out by contacting us. Similarly, you can also opt-in or opt-out to receive e-newsletters while participating in competitions or prize draws.

What are Cookies?

Cookies are small, often encrypted, text files that are stored on your computer when you visit certain web pages. At we use cookies to keep track of what items you have in your basket, and to remember you when you return to our site. Cookies can’t harm your computer.

Our use of Cookies:

  • To improve the performance of our website by understanding which part work well and which don’t.
  • To improve the safety, security and integrity of our website.
  • To improve your experience on our website, e.g. we use cookies to remember the products you’ve put in your basket and to personalise your experience.
  • To understand who has seen which pages and advertisements on the Website.
  • To determine how frequently particular such pages and advertisements are visited.

We will get your consent before enabling cookies on your browser.  However, to order products from our website, you need to have cookies enabled on your web browser. If you don't wish to enable cookies, you'll still be able to browse our website, but you won’t be able to place orders or access some features of our website.

We and our authorized partners use cookies and other information gathering technologies for a variety of purposes. These technologies may provide us with personal information, information about devices and networks you utilize to access our Website, and other information regarding your interactions with our Website. For detailed information about the use of cookies in our Website.

We gather certain information and store it in log files when you interact with our Website and Services. This information includes internet protocol (IP) addresses as well as browser type, internet service provider, URLs of referring/exit pages, operating system, date/time stamp, information you search for, locale and language preferences, identification numbers associated with your devices, your mobile carrier, and system configuration information.

We collect analytics information when you use the Website to help us improve them. We may also share anonymous data about your actions on our Website with third-party google analytics. Click here to view google analytics data privacy

Live chat service:

We use a third-party provider, to supply and support our Live Chat service.

If you use the Live Chat service we may collect your name, email address or any other personal details you choose to share with us at the time. For more information click here.

Your rights:

You have rights under the GDPR:

  • to access your personal data
  • to be provided with information about how your personal data is processed
  • to have your personal data corrected
  • to have your personal data erased in certain circumstances
  • to object to or restrict how your personal data is processed
  • to have your personal data transferred to yourself or to another business in certain circumstances
  • to have the right to complaint about how we process your personal data
  • You can read more about these rights here

Complaints and Queries:

We try to meet the highest standards when collecting and using personal information. For this reason, we take any complaints we receive about this very seriously. We encourage people to bring it to our attention if they think that our collection or use of information is unfair, misleading or inappropriate. We would also welcome any suggestions for improving our procedures.

This privacy notice was drafted with brevity and clarity in mind. It does not provide exhaustive detail of all aspects of our collection and use of personal information. However, we are happy to provide any additional information or explanation needed. Contact us for making any such request.

If you want to make a complaint about the way we have processed your personal information, you can contact the Information Commissioner's Office in their capacity as the statutory body which oversees data protection law

This privacy notice does not cover the links within our website linking to other websites. We encourage you to read the privacy statements on the other websites you visit.

We keep our privacy notice under regular review. You are advised to check our website regularly for any amendments.

What Cookies we use and why?

Strictly necessary Cookies: These are Cookies that are required for the operation of our website. They are necessary for the safety, security and integrity of the site. For example, they help support the structure of the pages that are displayed to you, help to improve navigation and allow you to return to pages you have previously visited. This type of Cookie only lasts for the duration of the time you are visiting the website. When you leave the website, they are deleted automatically.

Performance Cookies: They allow us to recognise and count the number of visitors and to see how visitors move around our website when they are using it. This helps us to improve the way our website works, for example, by ensuring that users are finding what they are looking for easily. The data is aggregated and anonymised, which means we cannot identify you as an individual. Performance cookies are also known as analytical Cookies.

Functionality Cookies: These are used to recognise you when you return to our website. This enables us to personalise our content for you, greet you by name and remember your preferences (for example, your choice of language or region). These Cookies will remain on your device until you choose to clear it. If you choose to do this, you will need to enter your details each time you visit the site.

Targeting Cookies: These Cookies will collect information about your browsing habits and allow us to show you adverts while you are browsing our site and other sites on the internet. They are set by us or by carefully selected third parties. They help us to understand the performance of our marketing activities and improve the relevance of the adverts that you see.

How to Manage Cookies?

Most internet browsers are automatically set up to accept cookies, but you can set your browser to block or restrict cookies. You can also clear the cookies from your browser at any point of time. Instructions to manage cookies can be found here

Please note, if you use your browser setting to block Cookies you may not be able to access some features of our website.

We use google analytics application for tracking traffic patterns on our website. You can opt-out of google analytics or view the google analytics privacy statement by clicking here

We may use Adobe Flash Player to display video or image content. It may not possible to block or restrict flash cookies using your browser settings. However, information on how to control flash player privacy and security settings is available from the Adobe.

Changes to this policy:

We keep our cookie policy under regular review. You are advised to check our website regularly for any amendments.

Contact Us:

If you have any question about this policy, you can email, phone or write to: