Privacy Policy

Last updated: 22 August 2026

1. Who We Are

Pure Multivitamins Ltd, trading as Pure Vitamins UK, operates the website www.puremultivitamins.com and the associated online store, products and customer services.

For the purposes of UK data protection law, Pure Multivitamins Ltd is the controller of the personal information described in this Privacy Policy.

Company name: Pure Multivitamins Ltd
Company number: SC877839
Trading name: Pure Vitamins UK
Registered/contact address: 6 Barclay Street, Stonehaven, AB39 2BJ, United Kingdom
Email: hello@puremultivitamins.com
Telephone: +44 7405 672 771

Our online store is hosted by Shopify, which provides the ecommerce platform through which we sell our products and provide our services.

This Privacy Policy explains how we collect, use, disclose, retain and protect personal information when you:

• Visit or use our website;

• Create an account;

• Place, amend or return an order;

• Contact customer support;

• Use our online chat;

• Subscribe to marketing;

• Submit a product review;

• Participate in a promotion or loyalty programme; or

• Otherwise interact with Pure Vitamins UK.

2. Personal Information We Collect

The personal information we collect depends on how you interact with us.

Contact and identity information

This may include:

• Your name;

• Email address;

• Telephone number;

• Billing address;

• Delivery address; and

• Account or customer reference numbers.

Account information

If you create an account, we may process:

• Your account username or email address;

• Account preferences;

• Saved addresses;

• Order history; and

• Information used to authenticate and protect your account.

Passwords and other account credentials are handled through Shopify’s systems. We do not normally have access to your readable account password.

Order and transaction information

This may include:

• Products viewed, added to a basket or purchased;

• Order number;

• Order value;

• Discounts used;

• Payment status;

• Delivery and tracking information;

• Returns, refunds, cancellations and exchanges;

• Subscription information, where applicable; and

• Previous transactions with us.

Payment information

Payments are processed through Shopify and the payment providers made available at checkout.

We may receive information such as:

• Your selected payment method;

• Billing address;

• Payment status;

• Transaction reference;

• Limited payment-card information, such as the card type and final digits; and

• Fraud-screening or payment-verification results.

Full payment-card details are normally processed directly by the relevant payment provider and are not visible to Pure Vitamins UK.

Customer-service communications

We collect information you provide when you:

• Email or telephone us;

• Use Shopify Inbox or another chat facility;

• Ask about a product;

• Report a missing, incorrect or damaged item;

• Request a return, cancellation or refund;

• Submit a complaint; or

• Exercise a data protection right.

This may include the content of your message, photographs you provide, your order details and our response.

Please do not send medical records, full payment-card details, passwords or other unnecessary sensitive information through email or chat.

Reviews, loyalty and promotional information

Where these services are available, we may process:

• Product reviews and ratings;

• Your displayed review name;

• Photographs or other review content;

• Loyalty points and rewards;

• Referral information;

• Discount-code use; and

• Competition or promotional entries.

Device, website and usage information

When you use our website, we or our authorised providers may collect:

• IP address;

• Browser and device type;

• Operating system;

• Device identifiers;

• Website pages viewed;

• Product and basket activity;

• Referring website or advertising source;

• Approximate location derived from an IP address;

• Cookie identifiers;

• Date and time of visits; and

• Information about how you interact with our website and advertisements.

Non-essential analytics and advertising technologies are used subject to applicable consent requirements.

3. How We Collect Personal Information

We collect personal information:

• Directly from you when you place an order, create an account, contact us, submit a review or provide information through our website;

• Automatically through cookies, pixels, tags, scripts and similar technologies;

• From Shopify and other providers that operate services on our behalf;

• From payment, fraud-prevention, delivery and fulfilment providers;

• From marketing, review and loyalty platforms;

• From advertising and analytics providers, where permitted; and

• From publicly available sources or other third parties where lawful and relevant.

4. How We Use Personal Information and Our Lawful Bases

UK data protection law requires us to have a lawful basis for processing personal information.

Providing our store and fulfilling orders

We use personal information to:

• Process payments;

• Accept and fulfil orders;

• Deliver products;

• Send order and dispatch notifications;

• Manage accounts;

• Process returns, refunds, exchanges and cancellations; and

• Provide requested products and services.

Our lawful basis is normally that processing is necessary to perform our contract with you or to take steps at your request before entering into a contract.

Customer support

We use personal information to:

• Answer questions;

• Investigate delivery problems;

• Resolve complaints;

• Deal with missing, damaged or incorrect items;

• Support returns and refunds; and

• Maintain an appropriate record of customer-service interactions.

Our lawful basis is normally performance of our contract with you and our legitimate interests in providing effective customer service, resolving disputes and improving our operations.

Legal, accounting and regulatory obligations

We may process and retain information to:

• Maintain tax and accounting records;

• Comply with consumer-protection obligations;

• Respond to legally valid requests;

• Establish, exercise or defend legal claims; and

• Meet other legal and regulatory responsibilities.

Our lawful basis is compliance with a legal obligation and, where relevant, our legitimate interests in protecting our business and legal rights.

Security and fraud prevention

We use information to:

• Authenticate accounts;

• Protect payments;

• Detect suspicious activity;

• Prevent fraud and misuse;

• Secure our website and systems; and

• Protect customers, staff and our business.

Our lawful basis is our legitimate interests in operating a secure business, protecting customers and preventing fraud, together with any applicable legal obligations.

Service improvement and website analytics

We may use information to:

• Understand how customers use our website;

• Diagnose technical problems;

• Measure website performance;

• Improve navigation and customer experience;

• Understand product and service demand; and

• Develop or improve our services.

For essential operational analytics, our lawful basis may be our legitimate interests in operating and improving our website. Where cookies or similar technologies require consent, we rely on your consent.

Marketing

Where permitted, we may use personal information to:

• Send email or SMS marketing;

• Inform you about products, promotions and offers;

• Measure marketing performance; and

• Personalise marketing communications.

We rely on consent where required. In limited circumstances, we may use the electronic-marketing soft opt-in for existing customers where legally permitted and where an opt-out was offered when the information was collected.

You can unsubscribe at any time by using the link in a marketing message or contacting us.

Personalised advertising

With the required consent, we may use advertising technologies to:

• Measure advertising performance;

• Attribute visits or purchases to advertising;

• Create or match advertising audiences;

• Retarget website visitors;

• Limit repeated advertising; and

• Show advertisements that may be more relevant to you.

Our lawful basis for processing personal information through non-essential advertising technologies is normally consent.

Withdrawing consent will not affect processing carried out before consent was withdrawn.

Reviews and loyalty services

We may process information to operate product reviews, rewards, referrals or loyalty services.

Our lawful basis is normally performance of the service requested by you, consent where required, or our legitimate interests in collecting genuine customer feedback and operating customer reward programmes.

5. Cookies and Similar Technologies

Our website uses cookies and similar technologies such as pixels, tags, scripts, local storage and server-side event tools.

These technologies may be used for:

• Essential website functions;

• Security and fraud prevention;

• Remembering basket and account preferences;

• Website performance and analytics;

• Advertising measurement;

• Audience matching;

• Retargeting; and

• Personalised advertising.

Essential technologies may operate where they are required to provide a service you request or to secure the website.

Non-essential analytics and advertising technologies will be used in accordance with applicable consent requirements.

You can accept, reject or manage non-essential technologies through the cookie banner or cookie-preference facility available on our website. You can change your preferences later using the Cookie Preferences link, where available.

Disabling certain technologies may affect some website features but should not prevent access to essential shopping functions.

Advertising and analytics providers may include Shopify and, where enabled, platforms such as TikTok, Google or Meta. The providers actually used may change as our marketing arrangements change.

For more information about individual technologies, their purposes and durations, please refer to the cookie-preference facility displayed on our website.

6. Shopify and Other Service Providers

Our store is hosted by Shopify.

Shopify processes personal information to provide services including:

• Website hosting;

• Checkout;

• Payment processing;

• Account functionality;

• Security;

• Fraud prevention;

• Analytics;

• Customer support tools; and

• Ecommerce administration.

In many circumstances, Shopify processes information on our instructions as a service provider. For certain enhanced services and platform-level functions, Shopify may act as an independent controller of personal information.

You can read more in the Shopify Consumer Privacy Policy and use the Shopify Privacy Portal where applicable.

We also use providers that help us operate the business. Depending on the service used, these may include:

• Payment processors;

• Royal Mail and other delivery or fulfilment providers;

• Website and cloud-hosting providers;

• Shopify Inbox;

• Email or SMS communication platforms;

• Product-review platforms;

• Loyalty and rewards providers;

• Accounting and business administration services;

• IT and website-support providers;

• Fraud-prevention and security services;

• Analytics providers; and

• Advertising platforms.

Providers may include services such as Klaviyo, Judge.me, Smile.io and TikTok where these services are enabled on our store.

These organisations receive only the information reasonably required to perform the relevant service and must process it in accordance with applicable law and their contractual obligations.

7. Shopify Inbox and AI-Assisted Customer Support

Our website may offer customer support through Shopify Inbox.

Shopify Inbox may use artificial intelligence to help:

• Answer common questions;

• Provide product information;

• Explain store policies;

• Assist with order-related enquiries;

• Suggest responses; and

• Direct a conversation to a member of staff.

When you use the chat, we may process:

• Your messages;

• Contact details you provide;

• Product questions;

• Order information;

• Account or delivery information; and

• Technical information associated with the chat session.

Chat responses may be generated or assisted by artificial intelligence and may not always be complete or accurate. Important product, order, medical or safety information should be checked against the product label or confirmed with our staff where appropriate.

Chat conversations may be reviewed by authorised members of staff for customer support, quality assurance, security and service improvement.

Please do not provide medical records, full payment-card details, passwords or unnecessary health information through the chat.

If you provide information suggesting a medical emergency or serious adverse reaction, the chat is not a substitute for medical care. Contact an appropriate healthcare professional or emergency service.

You may ask to speak with a human member of our team.

We do not use Shopify Inbox AI to make solely automated decisions that produce legal or similarly significant effects concerning customers.

Our lawful bases are performance of our contract, our legitimate interests in providing efficient customer support and, where required, consent.

8. Advertising, Analytics and Tracking

Subject to your consent where required, we may use services such as advertising pixels, analytics tags and server-side event tools.

These technologies may collect or receive information concerning:

• Website and product views;

• Basket activity;

• Purchases;

• Advertising interactions;

• Device and browser information;

• IP address;

• Cookie or advertising identifiers; and

• Limited customer or transaction information used for matching and attribution.

For example, where enabled, the TikTok Pixel and TikTok Events API may be used for advertising measurement, attribution, audience matching, campaign optimisation and retargeting.

We do not permit advertising providers to use information contrary to applicable law or your recorded privacy preferences.

9. When We Disclose Personal Information

We may disclose personal information:

• To Shopify and providers operating services on our behalf;

• To payment processors;

• To delivery and fulfilment providers;

• To customer-service, review, loyalty, marketing, analytics and advertising providers;

• When you request or authorise the disclosure;

• To professional advisers such as accountants, insurers or legal advisers;

• To law-enforcement bodies, regulators, courts or public authorities where legally required;

• To protect our customers, staff, business, rights or systems;

• In connection with a genuine business sale, merger, restructuring or transfer; or

• To establish, exercise or defend legal claims.

We do not disclose personal information simply because it may be commercially useful to another organisation.

Any disclosure for advertising or targeted-marketing purposes is subject to applicable law and available consent or opt-out rights.

10. International Transfers

Shopify and some of our other providers may process information outside the United Kingdom.

Where personal information is transferred to a country that is not covered by a UK adequacy regulation, we require an appropriate transfer safeguard where required by law.

These safeguards may include:

• The UK International Data Transfer Agreement;

• The UK Addendum to the European Commission Standard Contractual Clauses;

• An applicable adequacy decision or regulation; or

• Another legally recognised transfer mechanism.

Additional technical, contractual or organisational safeguards may also be used where appropriate.

You may contact us for further information about the safeguards relevant to your personal information.

11. Data Retention

We retain personal information only for as long as reasonably necessary for the purpose for which it was collected, including legal, tax, accounting, fraud-prevention and dispute-resolution requirements.

The relevant period depends on the type of information and why it is processed.

In general:

• Order, payment-status, invoicing and accounting records may normally be retained for up to six years after the relevant accounting period or transaction, where required for legal, tax and record-keeping purposes.

• Account information is normally retained while the account remains active and afterwards for a limited period where required for security, dispute resolution or legal obligations.

• Customer-support, complaint, return and refund records are retained for as long as reasonably necessary to resolve the matter and protect the rights of the customer and the business.

• Marketing information is retained until you unsubscribe, withdraw consent or the information is no longer needed. We may retain a limited suppression record to ensure that we respect an unsubscribe request.

• Review and loyalty information may be retained while the relevant review, reward account or service remains active, unless deletion is requested or continued retention is legally justified.

• Cookie and advertising identifiers are retained according to the periods shown through our cookie-preference facility and the settings of the relevant provider.

• Chat conversations are retained according to our Shopify settings and for no longer than reasonably necessary for customer support, security, complaint handling and service improvement.

When information is no longer required, we will delete, anonymise or securely restrict it, unless continued retention is required or permitted by law.

12. Security

We use reasonable technical and organisational measures designed to protect personal information against:

• Unauthorised access;

• Accidental loss;

• Misuse;

• Alteration;

• Disclosure; and

• Destruction.

These measures may include controlled access, account authentication, secure service providers, encrypted transmission and staff access restrictions.

No online system or transmission method is completely secure. You should not send full payment-card details, passwords or unnecessary confidential information through ordinary email or chat.

You are responsible for keeping your account credentials confidential and for notifying us if you believe your account has been compromised.

13. Your UK Data Protection Rights

Subject to applicable conditions and exemptions, you may have the right to:

• Request access to personal information we hold about you;

• Request correction of inaccurate or incomplete information;

• Request deletion of your personal information;

• Request restriction of processing;

• Object to processing based on legitimate interests;

• Object to direct marketing at any time;

• Receive certain information in a portable format;

• Request transfer of eligible information to another organisation;

• Withdraw consent where processing is based on consent; and

• Raise a complaint about how we use personal information.

Withdrawing consent does not affect the lawfulness of processing performed before withdrawal.

To exercise a right, email hello@puremultivitamins.com.

We may need to verify your identity before completing a request. We will not normally charge a fee unless a request is manifestly unfounded or excessive and the law permits a reasonable charge.

We aim to respond within the period required by applicable data protection law. Where legally permitted, the response period may be extended for a complex request, in which case we will explain the extension.

You may authorise another person to submit a request for you. We may require evidence of their authority and may need to verify your identity directly.

14. Marketing Preferences

You can stop receiving promotional emails by using the unsubscribe link in the message.

You can also contact us at hello@puremultivitamins.com.

Opting out of marketing will not prevent us from sending essential service communications, including order confirmations, dispatch updates, safety notices or responses to enquiries.

Where SMS marketing is offered, you may opt out using the instructions included in the message.

You can manage advertising and analytics consent through the website’s cookie-preference facility.

15. Health and Sensitive Information

Our website sells food supplements but is not intended to provide personalised medical diagnosis or treatment.

We do not ask customers to submit detailed medical records through the website or chat.

If you voluntarily provide health information in a customer-service conversation, we will limit its use to responding to your enquiry, addressing a safety concern or directing you towards appropriate professional advice. We will not use voluntarily supplied health information for advertising.

Please speak to a doctor, pharmacist or other appropriately qualified healthcare professional about:

• Pregnancy or breastfeeding;

• Medication interactions;

• Existing medical conditions;

• Suspected side effects;

• Children’s supplementation; or

• Taking more than the amount stated on a product label.

For medical emergencies, contact the appropriate emergency service.

16. Children

Our online store, account facilities and purchasing services are intended for adults aged 18 or over.

We do not knowingly collect personal information directly from children for account creation, purchasing or marketing.

Products intended for children must be purchased and administered by a responsible adult in accordance with the product label and appropriate professional advice.

If you believe a child has provided personal information to us without appropriate authorisation, contact us at hello@puremultivitamins.com so that we can investigate and, where appropriate, delete it.

We do not knowingly sell or share children’s personal information for targeted advertising.

17. Third-Party Websites

Our website may contain links to websites, social networks or services operated by other organisations.

Those organisations are responsible for their own privacy and security practices. This Privacy Policy does not apply to third-party websites merely because we link to them.

You should review the privacy policy of a third-party service before providing personal information to it.

18. Complaints

If you are concerned about how we have processed your personal information, contact:

Email: hello@puremultivitamins.com
Address: Pure Multivitamins Ltd, 6 Barclay Street, Stonehaven, AB39 2BJ, United Kingdom

Please include enough information for us to understand and investigate your concern.

We will acknowledge and handle data protection complaints within the periods required by applicable law and will communicate the outcome of our investigation.

You also have the right to complain to the UK Information Commissioner’s Office:

Website: https://ico.org.uk/make-a-complaint/
Telephone: 0303 123 1113

We would appreciate the opportunity to address your concern before you approach the ICO, but you are not required to contact us first.

19. Changes to This Privacy Policy

We may update this Privacy Policy to reflect changes to:

• Our services;

• The providers we use;

• Our data-processing practices;

• Our legal obligations; or

• Applicable regulatory guidance.

When we update the policy, we will publish the revised version on this website and change the “Last updated” date.

Where required by law, we will provide additional notice or obtain consent before materially changing how personal information is used.

20. Contact Us

For questions about this Privacy Policy, privacy rights or how we process personal information, contact:

Pure Multivitamins Ltd
Trading as Pure Vitamins UK
6 Barclay Street
Stonehaven
AB39 2BJ
United Kingdom

Email: hello@puremultivitamins.com
Telephone: +44 7405 672 771

Customer service is normally available Monday to Friday, 9:00am–5:00pm UK time. We aim to respond promptly during these hours.