Privacy Policy

Never heard of GDPR? You’re not alone.

It’s one of those EU laws that suddenly everyone’s talking about. And as boring as it sounds, it’s important you get yourself clued up.

So, we’ll try and keep this as painless as possible…

General Data Protection Regulation, or GDPR for short, is a regulation in EU law on data protection and privacy for all individuals within the European Union; addressing the export of personal data outside the EU. And it’s getting an update.
As of May 25th 2018, the new legislation will protect EU citizens from organisations using their personal data irresponsibly; putting you in charge of what information is shared, where it’s shared and how.

So, what type of data do we collect?
Just the basics. Things like your name, address, email address, date of birth, phone number, purchase history and survey responses. We then process this data, with your consent, and use it for our own legitimate business interest. This means your data will go towards our company market research and customer spending habits.
When using our Mobile App, we automatically receive your location, IP address and data about your mobile platform. We then process this data as necessary for the provision of the service provided when using our website and/or App.
For us to hold your data, or for you to opt into our marketing emails, you must be over the age of 13 to give your consent.

How we use your data
To ensure the content on our website and app is displayed in the most effective way for you and the device you’re using.
To give you the option to register with us on our website.
To notify you about changes to our services.
To keep you updated with all our latest offers, services, special offers and new arrivals via marketing emails.
To send you information that we think you’ll want to receive, or that we think would benefit you and your experience with us.

Sharing your information
We do not, under any circumstance, share any of your personal data to any third party, unless you explicitly agree to. Your trust is important to us, as is your confidence when purchasing online at Little Mistress.
However, we do share your information with the following categories of companies as an essential part of our service to you.
•  Companies within the Little Mistress group; as certain departments are responsible for different activities within the business
•  Companies that ensure you get your online purchase; such as payment providers, warehouse staff and delivery companies
•  Business affiliates of Little Mistress; such as marketing agencies, advertising partners and website hosts
•  We share your personal information with third parties who help us to deliver targeted marketing campaigns and to personalise your experience online. 
•  Companies that help us tackle fraud; such as credit reference agencies, law enforcement and fraud prevention

Finally, we may provide third parties with anonymous information and analytics about our customers for research purposes; we make sure this information does not identify you.

Little Mistress online adverts
Online advertising is an integral part of our marketing process. So if you see a Little Mistress banner pop up on another website you’re on, don’t be alarmed. We do this to keep you aware of new products and launches. Banners and ads may also be based on your Little Mistress search history, previous products clicked on, or our content you’ve read.

Electronic correspondence
If you’ve opted in to receive our email newsletters, these include the use of a tracking pixel. This isn’t as scary as it sounds and simply helps us to see if you’re interested in the emails we send. It also allows us to create a more relevant, tailored experience for you. The pixel tracks whether emails are opened or not and how you interact with the email itself, including if and what you click on.  

By signing up to our newsletter, you also consent to the use of this pixel. If this isn’t cool with you, just click the ‘unsubscribe’ link at the bottom of any of our emails and we’ll remove you from our mailing list. If you don’t open any of our emails for a year, we’ll take the hint and stop sending emails to you also. Don’t worry, we won’t take it to heart. If you have any further questions, you can always contact us – we’d love to hear from you and help in any way possible. 

Keeping your information
We hold on to your information for as long as you have an active account with us, or until your customer-support query has been resolved by our Customer Care Team, if you do not have an account with us.
If necessary or required, we will hold on to your information to meet legal or regulatory requirements, resolve disputes, prevent fraud and abuse, or enforce our terms and conditions, even after you’ve closed your account.

Your rights
When it comes to your personal information, make sure you know your rights.
You have the right to…
•    Be informed about how your personal information is being used
•    Access your personal information we hold about you
•    Request the correction of inaccurate personal information we hold about you
•    Request that we delete your data, stop processing it or collecting it
•    Opt out of marketing emails and other forms of direct contact using your personal data

Lastly, if you wish to exercise your right to complain, or have any questions on the new GDPR privacy policy, please feel free to contact us.




Registered office address
Quadrant House, Floor 6, 4 Thomas More Square, London, E1W 1YW, United Kingdom

VAT No. GB 107 7844 02
Comp Reg No. 15050144

Customer Support