1. Privacy and Cookie policy

This Privacy Policy describes the data protection practices of Behind Beauty (“Behind Beauty,” “we,” “us,” or “our”). This Privacy Policy applies to information that we collect and use about you when you access or use the Behind Beauty website, mobile application, or other online or mobile service that links to or otherwise presents this Privacy Policy to you. We refer to these products and services collectively as the “Services.”


By accessing and using our Services, you automatically are deemed to have accepted and agree with this Privacy Policy. If you do not accept and do not agree with this Privacy Policy, you must stop using our Services immediately.


This Privacy Policy does not apply to websites maintained by other companies or organisations to which we link and Behind Beauty is not responsible for any personal information you submit to third parties via our website. Please ensure that you read the Privacy Policy of such other companies or organisations before submitting your details.


2. Your data protection rights

You have a number of “Data Subject Rights” which we have explained below. You can read more about these rights on the Information Commissioner's Office website at


  • Right of access – You have the right to request a copy of the personal information that we hold about you.

  • Right to rectification – If you think any of your personal information that we hold is inaccurate, you have the right to request it is updated. We may ask you for evidence to show it is inaccurate.

  • Right to erasure – You have the right to request that we delete your personal information that we hold.

  • Right to restriction of processing – You have the right to request we restrict or suppress the personal data we hold about you.

  • Right to data portability – You have the right to ask us to electronically transfer your personal information to another organisation in certain circumstances.

  • Right to withdraw Consent – Where we are relying on your consent for processing you can withdraw or change your consent at any time. 

The above rights may be limited in some circumstances, for example, if fulfilling your request would reveal personal information about another person, if you ask us to delete information which we are required to have by law, or if we have compelling legitimate interests to keep it. We will let you know if that is the case and will then only use your information for these purposes. You may also be unable to continue using our Services if you want us to stop processing your personal information.


3. Information we collect

We collect information about you through the means discussed below. Please note that we need certain types of information so that we can provide the Services to you. If you do not provide us with such information, or ask us to delete it, you may no longer be able to access or use our Services.


Information you provide to us

We collect a variety of information that you provide directly to us. For example, we collect information from you through:

  • The Services you use or processing your orders

  • Requests or questions you submit to us via online forms, email, or otherwise

  • Your participation in sweepstakes, contests, or surveys

  • Any reviews that you submit about the Services

  • Account registration and administration of your account

  • Uploads or posts to the Services

  • Requests for customer support and technical assistance

  • Information about you

The specific types of information we collect will depend upon the Services you use, how you use them, and the information you choose to provide. The types of data we may collect directly from you include the following:

  • Email address

  • First and last name

  • Log-in credentials, if you create an account with Behind Beauty

  • Billing information, such as shipping address of a gift card recipient, credit or debit card number, verification number, postal code, and expiration date

  • Phone number

  • Information about purchases or other transactions with us

  • Information about your customer service interactions with us

  • Demographic information such as your gender or other information you choose to provide to Behind Beauty

  • User-generated content you provide to us, such as when you comment on content on the Services, respond to a survey request, review a class, or participate in the public forums

  • Any other information you choose to directly provide to us in connection with your use of the Services

Information collected by automated means

When you use our Services, we collect certain information as described below. As discussed further below, we and our service providers (which are third party companies that work on our behalf) may use a variety of technologies, including cookies and similar tools, to assist in collecting this information.



When you use the Behind Beauty website, we collect and analyse information such as your IP address, browser types, browser language, operating system, software and hardware attributes (including device IDs) referring and exit pages and URLs, the number of clicks, pages viewed and the order of those pages, date and time of use, content watched, total minutes watched, error logs, and other similar information about how you use the website.


Location Information

When you use the Services, we and our service providers may automatically collect general location information (e.g., IP address, city/state and/or postal code associated with an IP address, city/state) from your computer or mobile device.


Information collected by third party platforms

If you access the Services through a third-party platform or log-in (e.g., through a social network like Facebook or Instagram), you may allow us to have access to and store certain information from your social network profile. This can include your name, gender, profile picture, your “likes” and check-ins, and your list of friends, depending on your settings on such services. If you do not wish to have this information disclosed, do not use a social networking connection to access the Services. For a description of how social networking sites handle your information, please refer to their privacy policies and terms of use, which may permit you to modify your privacy settings. You may also have the option of posting your Services activities to Social Networking Services when you access content through the Services (for example, you may post to Facebook that you enrolled in a class on the Service); you acknowledge that if you choose to use this feature, your friends, followers and subscribers on any Social Networking Services you have enabled will be able to view such activity.


4. How we will use your data

Under the GDPR, we must always have a lawful basis for using personal data. This may be because the data is necessary for our performance of a contract with you, because you have consented to our use of your personal data, or because it is in our legitimate business interests to use it. Your personal data will be used for the following purposes:


  • Provide the Services

    • Complete a purchase or provide the Services you have requested, including invoicing and accounting

  • Communicate with you and provide support

    • Respond to your request for information and provide you with more effective and efficient customer service

    • Provide you with updates and information about the masterclasses you have watched or are watching

  • Marketing and content customisation

    • Contact you by email, postal mail, or phone regarding Behind Beauty and third-party products, services, surveys, research studies, promotions, special events and other subjects that we think may be of interest to you

    • Customise the advertising and content you see on the Services

  • Business operations

    • Help us better understand your interests and needs, and improve the Services, including through research and reports, and test and create new products, features, and services

    • Secure our websites and applications, and resolve app crashes and other issues being reported

  • Legal Purposes

    • Comply with any procedures, laws, and regulations which apply to us where it is necessary for our legitimate interests or the legitimate interests of others

    • Establish, exercise, or defend our legal rights where it is necessary for our legitimate interests or the legitimate interests of others 

5. How long we will store your data

We keep your information for no longer than necessary for the purposes for which it is processed. The length of time for which we retain information depends on the purposes for which we collected and use it and/or as required to comply with applicable laws.


6. How we disclose your information

Behind Beauty will, always with caution, disclose your information in the following ways:


Affiliates and Subsidiaries

We may disclose information we collect within the Behind Beauty platform with the wider corporation to deliver products and services to you, ensure a consistent level of service, and enhance our products, services, and your customer experience.


Service Providers

We provide access to or disclose your information to select third parties who perform services on our behalf. They have access to perform these services but are prohibited from using your information for other purposes. They provide a variety of services to us, including billing, sales, marketing, product content and features, advertising, analytics, research, customer service, data storage, security, fraud prevention, payment processing, and legal services.


Protection of Behind Beauty

By using the Services, you acknowledge and agree that we may access, retain and disclose the information we collect and maintain about you if required to do so by law or in a good faith belief that such access, retention or disclosure is reasonably necessary to: (i) comply with legal process, (ii) enforce our Terms of Use, this Privacy Policy, or other contracts with you, (iii) respond to claims that any content violates the rights of third parties, (iv) respond to your requests for customer service, and/or (v) protect the rights, property or personal safety of Behind Beauty, its agents and affiliates, its users and/or the public.


Business Transfers

As we continue to develop our business, we may buy, merge, or partner with other companies. In such transactions (including in contemplation of such transactions), user information may be among the transferred assets. If a portion or all of our assets are sold or transferred to a third-party, customer information (including your email address) would likely be one of the transferred business assets. If such transfer is subject to additional mandatory restrictions under applicable laws, we will comply with such restrictions.


Public Forums

Certain features of our Services make it possible for you to post comments publicly that other users can see. Any information that you submit through such features is not confidential, and we may use it for any purpose (including in testimonials or other marketing materials). Any information you post openly in these ways will be available to the public at large and potentially accessible through third-party search engines. Accordingly, please take care when using these features.


7. Cookie policy

Below sets out our cookie policy at Behind Beauty. By using and accessing our Services you are deemed to agree with this policy.


What are cookies?

Cookies are text files placed on your computer to collect standard Internet log information and visitor behaviour information. If you agree to allow Cookies when using our Services, we may collect information about you automatically.


For further information, visit


Cookies policy

We use cookies to identify data traffic patterns, personalise contents and support security. They do not provide any information which might disclose the identity of a specific person but they may potentially identify your computer, your browser and your internet settings. You may change the storing of cookies in your browser settings at any time by selecting the function ‘accept no cookies’, however disabling essential cookies may result in you no longer being able to use the entire functionality of the website.


By using our Services, you may receive certain third-party Cookies on your computer or device. Third-party Cookies are those placed by websites, services, and/or parties other than us. Third-party Cookies are used on our Services for providing live chat support, measuring and optimising features on our website, and optimising our advertising.


All Cookies used by and on our Services are used in accordance with current Cookie Law.


Website analytics

We may use third-party web analytics services (such as those of Google Analytics) on our Services to collect and analyse usage information through cookies and similar tools; engage in auditing, research, or reporting; assist with fraud prevention; and provide certain features to you. To prevent Google Analytics from using your information for analytics, you may install the Google Analytics Opt-out Browser Add-on.


If you receive email from us, we may use certain analytics tools, such as clear GIFs to capture data such as when you open our message or click on any links or banners our email contains. This data allows us to gauge the effectiveness of our communications and marketing campaigns.


Managing your cookies

You can set your browser not to accept cookies, and the website tells you how to remove cookies from your browser. However, in a few cases, some of our website features may not function as a result.


8. Third-party apps, websites and services

If you use any third party apps, websites or services to access our Services, your usage is subject to the relevant third party's terms and conditions, cookies policy, and privacy policy. For example, if you interact with us on social media, your use is subject to the terms and conditions and privacy policies of the relevant social media platform (Facebook, Instagram etc.). The same applies if you use third party services, like Amazon's Alexa. In certain cases we may be required to share your personal information, in relation to transactions and usage of the services, with the relevant third party.


9. Safeguarding your personally identifiable information

We will take reasonable care to maintain appropriate safeguards to ensure the security, integrity and privacy of the information you have provided us with. When you place an order or access your account information, we use a Secure Socket Layer (SSL) encryption which encrypts your information before it is sent to us to protect it from unauthorised use.


10. Changes to our Privacy Policy

We reserve the right to amend this Privacy Policy at any time to reflect changes in the law, our data collection and use practices, the features of our Services, or advances in technology. We will make the revised Privacy Policy accessible through the Services, so you should review the Privacy Policy periodically.


11. How you can contact us

If you require further information about our Privacy Policy please send an email to