Privacy policy
Last updated: 27 April 2026
Mitovitality® operates this website and online store (the “Services”) to provide customers with a curated shopping experience. This Privacy Policy explains how we collect, use, disclose and protect your personal information when you visit, use or make a purchase from the Services, or otherwise communicate with us.
Mitovitality® uses Shopify to power its online store and certain supporting services.
By accessing or using the Services, you acknowledge that you have read and understood this Privacy Policy. If there is any conflict between our Terms of Service and this Privacy Policy, this Privacy Policy will take precedence in relation to the processing of your personal information.
Personal Information We Collect
When we refer to “personal information”, we mean information that identifies you or could reasonably be linked to you, including information derived or inferred from such data. It does not include anonymous or fully de-identified information.
Depending on how you interact with us, we may collect the following categories of personal information:
Contact details:
- Name
- Billing address
- Shipping address
- Email address
- Telephone number
Financial information:
- Payment card details (processed securely via our payment providers)
- Transaction details
- Payment confirmationsForm of payment and limited financial account details (processed securely via our payment providers)
Account information:
- Username and password
- Account preferences and settings
Transaction information:
- Products viewed
- Cart and wishlist activity
- Purchase history
- Returns and exchanges
Communications:
- Information you provide when contacting customer support or otherwise communicating with us
Device and technical information:
- IP address
- Browser type
- Device identifiers
- Network information
Usage information
- How you interact with and navigate our website
- Pages visited and time spent on the Services
- Interaction data such as clicks, browsing behaviour, and engagement with content
Sources of Personal Information
We may collect personal information:
- Directly from you when you create an account, place an order, contact us, or otherwise provide information
- Automatically through cookies, pixels, tags and similar tracking technologies when you interact with the Services
- From service providers who support our website, payments, analytics and fulfilment
- From partners or third parties where permitted by law
How We Use Your Personal Information
We use your personal information for the following purposes:
- To provide and improve our Services including processing orders, taking payment, arranging delivery, managing returns, maintaining your account and personalising your shopping experience. This may include analysing your behaviour and preferences to personalise product recommendations and improve your experience.
- For marketing and promotional communications where permitted by law or where you have consented, we may send you marketing communications by email, SMS or post. You can opt out at any time.
- For security and fraud prevention to protect our customers, website and business from fraudulent, unlawful or harmful activity.
- To communicate with you including responding to enquiries, providing customer support and sending service-related communications about your orders or account.
- For legal and regulatory purposes including complying with legal obligations, responding to lawful requests from authorities, and enforcing our terms and policies.
How We Use Affiliate and Partner Information
If you apply to join, or participate in, the Mitovitality affiliate program or any partner arrangement with us, we may collect and use personal information about you in connection with your application and participation.
This may include your name, email address, business name, website, social media profiles, contact details, affiliate application information, affiliate links or codes, referral activity, commission records, payment details, communications with us, and information relating to your compliance with our Affiliate Program Terms and Conditions.
We use this information for the following purposes:
- To review and manage affiliate or partner applications
- To operate, administer and improve our affiliate program
- To create and manage affiliate accounts, links, codes and tracking
- To track referrals, sales, commission and payment eligibility
- To process affiliate payments by PayPal, bank transfer or another agreed payment method
- To communicate with affiliates and partners about the program, payments, account matters, promotional activity and updates
- To monitor compliance with our Affiliate Program Terms and Conditions, brand guidelines and legal requirements
- To help prevent fraud, misuse, unauthorised claims, misleading promotions or other activity that may harm our customers, website or business
- To maintain appropriate business, accounting, tax and legal records
- We may also use affiliate and partner information where necessary to protect the reputation, rights and interests of Mitovitality Ltd, including where we need to review promotional content, investigate potential misuse of affiliate links or codes, or respond to a legal, regulatory or customer concern.
Where we process affiliate or partner information, we do so where necessary for our legitimate business interests, to perform or take steps before entering into a contract with you, to comply with legal obligations, or where you have given consent for a specific purpose.
We may share affiliate and partner information with trusted service providers who support our business, including website providers, affiliate platform providers, payment providers, email and communication providers, analytics providers, accounting providers and professional advisers.
We retain affiliate and partner information only for as long as necessary to manage the relationship, administer payments, resolve disputes, maintain records, prevent fraud or misuse, and comply with legal, tax and accounting obligations.
How We Share Personal Information
We may share your personal information where necessary for legitimate business purposes, including:
Service providers:
- With trusted third parties who perform services on our behalf, such as payment processing, website hosting, analytics, customer support, fulfilment and delivery.
Shopify:
- Our store is hosted on Shopify, which processes personal information to support and improve the Services. Information you provide through the Services may be transmitted to and processed by Shopify and its service providers, which may be located outside your country of residence.
- In certain circumstances, Shopify may act as an independent controller of your personal information, including where it uses data to improve its services or provide enhanced features such as personalised advertising.
- You can learn more about how Shopify processes your personal information at: https://privacy.shopify.com
Marketing and advertising partners
- Where permitted by law, we may share limited information with marketing partners to help us deliver relevant advertising. Depending on your location, you may have the right to opt out of targeted advertising based on your online activity.
Legal and business transfers:
- Where required to comply with law, enforce our terms, protect our rights, or in connection with a business transaction such as a merger or sale.
We do not sell your personal information.
Third-Party Websites
Our Services may contain links to third-party websites. We are not responsible for the privacy practices or content of those sites. We encourage you to review their privacy policies before providing any personal information. Information you choose to share in public or semi-public areas (such as social media platforms) may be visible to others and used by third parties.
Children’s Data
Our Services are not intended for individuals under the age of majority in their jurisdiction, and we do not knowingly collect personal information from children. If you believe a child has provided us with personal information, please contact us and we will take appropriate steps to delete it.
Security and Retention
We implement appropriate technical and organisational measures to protect your personal information. However, no method of transmission over the internet is completely secure. Please note that no system of transmission or storage is completely secure, and we cannot guarantee absolute security of your personal information.
We retain personal information only for as long as necessary to:
- Provide the Services
- Comply with legal obligations
- Resolve disputes
- Enforce our agreements
Your Rights
If you are located in the UK or EEA, you have the following data protection rights (subject to certain conditions):
- Right of access
- Right to rectification
- Right to erasure
- Right to restrict processing
- Right to object to processing
- Right to data portability
- Right to withdraw consent (where processing is based on consent)
We may need to verify your identity before processing your request. Where permitted by law, you may appoint an authorised agent to exercise your rights on your behalf. We will not discriminate against you for exercising your data protection rights. We encourage you to contact us first so we can try to resolve your concern. You also have the right to lodge a complaint with your local data protection authority. We will respond to your request within the timeframe required under applicable law.
Marketing communications
You can unsubscribe from marketing emails at any time using the link in the email. You may still receive service-related communications.
To exercise your rights, please contact us using the details below. We may need to verify your identity before processing your request.
You also have the right to lodge a complaint with the UK Information Commissioner’s Office (ICO).
International Transfers
Some of our service providers (including Shopify) may process personal information outside the UK or EEA.
Where this occurs, we ensure appropriate safeguards are in place, such as:
- UK International Data Transfer Agreement (IDTA)
- Standard Contractual Clauses
- Transfers to countries with adequacy decisions
- Transfers to countries recognised as providing an adequate level of data protection
Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements or for other operational reasons. The updated version will always be posted on this page with a revised “Last updated” date. Where required by law, we will notify you of material changes.
Contact Us
If you have any questions about this Privacy Policy or wish to exercise your data protection rights, please contact:
Email: info@mitovitality.com
Address: Mitovitality Ltd, First Floor, Swan Buildings, 20 Swan Street, Manchester, United Kingdom, M4 5JW
For the purposes of UK data protection law, Mitovitality is the data controller of your personal information.
