Privacy policy

Last updated: September 2026

This policy explains what personal information we collect when you visit our website, buy from us, subscribe, or sign up to hear from us, what we do with it, who we share it with, and the choices you have. We've tried to keep it plain. If anything isn't clear, get in touch.

1. Who we are

Miniml is a trading name of The Friendly Chemical Co Limited, a company registered in England and Wales (company number 10961601). Our address is Unit 12, Ryefield Way, Silsden, BD20 0EF.

We are the controller of the personal information described in this policy, which means we decide how and why it is used.

If you have any questions about this policy or your information, email us at hello@miniml.com or write to us at the address above.

2. What we collect

Information you give us

• When you order: your name, billing and delivery address, email address, phone number and what you've bought.
• When you subscribe: the above, plus your subscription products, frequency and delivery schedule.
• When you sign up to marketing: your email address and/or mobile number, and your preferences.
• When you contact us: your name, contact details, order details and whatever you tell us.
• When you leave a review, enter a competition, or come to one of our events: your name, contact details, and what you submit or tell us, such as a review, photo, or event requirements.

Payments are handled by our payment providers. We never see or store your full card details.

Information we collect automatically

When you use our website we, and the partners listed in section 6, collect information about your device and how you use the site. This includes your IP address, browser and device type, the pages you visit, and how you arrived. We also see whether you open our emails and click on links in them. Where this uses cookies or similar technology that isn't strictly necessary, we only do it if you agree. See section 5.

Information we get from others

• From our delivery partners, such as delivery confirmations and tracking updates.
• From advertising platforms such as Meta and Google, which tell us how our ads perform. This is generally aggregated and doesn't identify you.
• From social media platforms, if you tag us or message us there.
  

We don't ask for special category information, such as health information. If you choose to tell us something like this, for example about a skin sensitivity when asking about a product, we only use it to answer your question. We don't knowingly collect information from children: our website and products are intended for adults.

3. How we use it, and why we're allowed to

Data protection law says we need a lawful reason (a "lawful basis") for everything we do with your information. Here's what we do and the basis we rely on.

Where we rely on legitimate interests, we've weighed our interests against yours and concluded that the use is fair and something you'd reasonably expect. You can ask us for details, and you can object at any time. See section 9.

4. Marketing emails and texts

We'd love to keep you up to date with new products, offers and what we're up to. How we do this depends on how you came to us:

• If you sign up on our website, we'll send you marketing by email and/or text, depending on what you agreed to.
• If you've bought from us, we may send you marketing emails about similar products unless you told us not to when you ordered. You can opt out at any time.
• Text messages are only ever sent if you've specifically opted in to receive them.
  

Stopping marketing is easy: click "unsubscribe" at the bottom of any email, reply STOP to any text, or email us. We'll stop straight away, and we'll keep a note of your details on a suppression list so you don't get marketing from us again by mistake.

We'll still send you messages about your orders and subscription, like dispatch confirmations. They aren't marketing.

We never sell your information, and we never give it to other companies for their own marketing.

5. Cookies

Cookies are small files stored on your device when you visit a website. We use:

• Strictly necessary cookies, which make the site work, for example to keep items in your basket. These don't need your consent.
• Analytics cookies, which help us understand how people use the site.
• Advertising cookies and pixels, from partners like Meta and Google, which help us measure our ads and show you relevant ones on other sites.

We only use analytics and advertising cookies if you agree to them through the cookie banner when you first visit. You can change your choices at any time through the cookie settings link in the website footer.

6. Who we share your information with

We only share what's needed, and only with organisations that are contractually bound to protect it and use it only for the purposes we've set. These include:

We may also share information:

• with the police, regulators or other authorities if the law requires it, or to protect our rights, our customers or others; and
• if we sell, buy or restructure any part of our business. In that case we may share information with the prospective buyer or seller and their advisers, under strict confidentiality. If ownership of Miniml changes, your information will continue to be used in line with this policy.
  

7. International transfers

Some of our service providers, including Shopify, Loop, Attentive, Google and Meta, are based in or process data in the United States or other countries outside the UK. Where your information is transferred outside the UK, we make sure it's protected. We do this either by relying on a UK government decision that the country's protection is adequate, or by using the UK's International Data Transfer Agreement, or the UK Addendum to the EU standard contractual clauses. You can ask us for more information about these safeguards.

8. How long we keep it

We keep information only as long as we need it for the reasons set out above, including to meet legal, tax and accounting requirements.

9. Your rights

Under UK data protection law you have the right to:

• access the information we hold about you and get a copy;
• correct information that's wrong or incomplete;
• delete your information, in some circumstances;
• restrict how we use it, in some circumstances;
• object to us using it where we rely on legitimate interests, and to stop marketing at any time;
• move information you've given us to another organisation (data portability); and
• withdraw consent at any time, where we rely on it. This won't affect anything we did before.
  

To use any of these rights, email hello@miniml.com. We won't charge you, and we'll respond within one month. We may need to confirm who you are first.

We don't make any decisions about you that are based solely on automated processing and have a legal or similarly significant effect on you.

10. Keeping it safe

We use appropriate technical and organisational measures to protect your information, including access controls, multi-factor authentication on our key systems, and choosing providers with strong security standards. If a data breach puts your rights at high risk, we'll tell you.

11. Complaints

If you're unhappy with how we've handled your information, please tell us first so we can put it right. You also have the right to complain to the Information Commissioner's Office, the UK data protection regulator, at ico.org.uk/make-a-complaint or on 0303 123 1113.

12. Changes to this policy

We'll update this policy when the way we use information changes. The date at the top shows when it was last updated. If we make a significant change, we'll tell you by email or on our website.