Free worldwide shipping · Tracked & insured 14-day returns · Conditions apply Bidets for everyday life
Track your orderContact us
SearchBag 0

Privacy policy

Privacy Policy

Last updated: 13 September 2026

This Privacy Policy explains how Beyondx Ltd, trading as Afterloo, collects, uses, stores, and shares personal information when you visit afterloo.com, purchase an Afterloo product, contact us, or otherwise interact with our services.

For the purposes of applicable data protection law, Beyondx Ltd is generally the data controller of the personal information described in this Privacy Policy.

1. Who We Are

Company: Beyondx Ltd
Brand / Trading Name: Afterloo

Address:
15 Cubit Street
Aylesbury
HP19 8FT
United Kingdom

Email: hello@beyondx.uk
Phone: +44 7437 156836
Website: afterloo.com

If you have questions about this Privacy Policy or how we use your personal information, please contact us using the details above.

2. Personal Information We Collect

Depending on how you interact with Afterloo, we may collect the following categories of personal information.

Identity and Contact Information

This may include:

  • your name;

  • billing address;

  • delivery address;

  • email address;

  • telephone number; and

  • other contact details you provide to us.

Order and Transaction Information

When you make a purchase, we may collect information including:

  • products ordered;

  • order number;

  • order value;

  • shipping method;

  • delivery information;

  • returns and refunds;

  • payment status; and

  • transaction history.

Payment card information is generally processed directly by our payment providers and is not necessarily stored by Beyondx Ltd.

Payment Information

When you make a purchase, payment information may be collected and processed by Shopify and/or the payment provider selected during checkout.

Depending on the payment method used, this may include information such as:

  • payment card details;

  • billing details;

  • payment account information; and

  • transaction identifiers.

We generally receive confirmation of your payment rather than complete payment card details.

Device and Technical Information

When you visit afterloo.com, we may automatically receive technical information such as:

  • IP address;

  • browser type;

  • device type;

  • operating system;

  • approximate location based on IP address;

  • pages viewed;

  • referring website;

  • date and time of visits;

  • interactions with our Website; and

  • cookie or similar technology identifiers.

Customer Service Information

If you contact us, we may collect:

  • your name;

  • email address;

  • telephone number;

  • order details;

  • correspondence with us; and

  • any other information you choose to provide.

Marketing Information

Where permitted by law, we may collect information about:

  • whether you have agreed to receive marketing communications;

  • your marketing preferences;

  • interactions with our emails;

  • interactions with our advertisements; and

  • your interests inferred from interactions with our Website.

Reviews and User-Submitted Content

If you submit a product review, photograph, testimonial, feedback, or other content, we may collect and use the information you provide.

3. How We Collect Your Information

We may collect personal information:

Directly From You

For example, when you:

  • place an order;

  • create or use an account;

  • subscribe to emails;

  • contact customer support;

  • submit a review;

  • participate in a promotion; or

  • otherwise provide information through our Website.

Automatically

Certain information may be collected automatically through:

  • cookies;

  • pixels;

  • tags;

  • analytics technologies;

  • advertising technologies; and

  • similar technologies.

From Third Parties

We may receive information from third parties that assist us in providing our services, such as:

  • Shopify;

  • payment providers;

  • delivery companies;

  • advertising platforms;

  • analytics providers;

  • fraud prevention providers; and

  • social media services.

4. How We Use Your Personal Information

We may use personal information for the following purposes.

Processing and Fulfilling Orders

We use your information to:

  • accept and process your orders;

  • process payments;

  • send order confirmations;

  • arrange delivery;

  • provide tracking information;

  • manage returns and refunds; and

  • communicate with you about your purchase.

Customer Support

We may use your information to:

  • respond to questions;

  • investigate delivery issues;

  • resolve complaints;

  • process warranty or product claims; and

  • provide customer service.

Operating and Improving Our Website

We may use information to:

  • operate afterloo.com;

  • understand how customers use our Website;

  • identify technical problems;

  • improve functionality;

  • improve products and services; and

  • measure Website performance.

Security and Fraud Prevention

We may process information to:

  • verify transactions;

  • detect fraudulent orders;

  • protect customer accounts;

  • protect our Website;

  • investigate suspicious activity; and

  • comply with legal and security requirements.

Marketing and Advertising

Where permitted by applicable law, we may use personal information to:

  • send promotional emails;

  • advertise Afterloo products;

  • measure advertising performance;

  • create advertising audiences;

  • understand customer interests; and

  • show advertisements that may be more relevant to users.

You can unsubscribe from email marketing at any time using the unsubscribe link included in our marketing emails or by contacting us.

Legal and Regulatory Compliance

We may use personal information where necessary to:

  • comply with tax and accounting obligations;

  • respond to lawful government or regulatory requests;

  • establish or defend legal claims;

  • comply with consumer protection requirements; and

  • meet other legal obligations.

5. Lawful Bases for Processing

Where the UK GDPR or similar laws apply, we rely on one or more lawful bases to process personal information.

Contract

We process certain information because it is necessary to enter into or perform a contract with you.

For example, we need your name, delivery address, and order information to fulfil your purchase.

Legal Obligation

We may process information where necessary to comply with legal obligations, including accounting, tax, fraud prevention, and consumer protection requirements.

Legitimate Interests

We may process information where necessary for our legitimate business interests, provided those interests are not overridden by your rights.

These interests may include:

  • improving our Website;

  • preventing fraud;

  • protecting our business;

  • understanding our customers;

  • maintaining records; and

  • promoting our products where legally permitted.

Consent

Where required, we rely on your consent for certain activities, particularly:

  • certain marketing communications;

  • non-essential cookies; and

  • certain advertising or tracking technologies.

Where processing is based on consent, you may withdraw your consent at any time.

6. Shopify

Our online store is hosted on Shopify.

Shopify provides the ecommerce infrastructure that allows us to operate our online store, process orders, and manage customer transactions.

When you use afterloo.com, Shopify may process personal information on our behalf or for its own permitted purposes in accordance with its applicable privacy documentation.

Your information may be processed using Shopify systems located in countries outside your country of residence.

7. Payment Providers

Payments made through our Website may be processed by Shopify Payments and/or other payment providers made available at checkout.

Payment providers may collect and process information necessary to:

  • authorise payments;

  • detect fraud;

  • process refunds; and

  • comply with financial regulations.

Their processing of personal information may also be governed by their own privacy policies.

8. Delivery and Logistics Providers

We may share information such as your:

  • name;

  • delivery address;

  • telephone number;

  • email address; and

  • order details

with postal services, couriers, fulfilment partners, and logistics providers where necessary to deliver your order.

9. Google Analytics, Google Ads and Advertising Technologies

We may use services provided by Google, including services such as:

  • Google Analytics;

  • Google Ads;

  • Google Merchant Center;

  • conversion measurement; and

  • remarketing or audience technologies.

These technologies may collect information about visits to our Website and interactions with our advertisements.

This information may be used to:

  • measure Website traffic;

  • understand customer behaviour;

  • measure advertising performance;

  • attribute purchases to advertising campaigns;

  • improve advertising campaigns; and

  • where legally permitted, provide more relevant advertising.

Where required by law, we will obtain appropriate consent before placing or accessing non-essential advertising or analytics cookies.

Google may process information in accordance with its own privacy policies and terms.

10. Cookies and Similar Technologies

We use cookies and similar technologies on afterloo.com.

Cookies are small files or technologies that allow websites to recognise devices, remember preferences, analyse Website use, and support advertising.

We may use:

Essential Cookies

These are necessary for features such as:

  • shopping cart functionality;

  • checkout;

  • fraud prevention;

  • security; and

  • Website operation.

Analytics Cookies

These help us understand how visitors use our Website and help us improve performance.

Advertising Cookies

These may help us measure advertising campaigns and, where permitted, show more relevant advertisements.

Preference Cookies

These help remember choices you make when using the Website.

Where required by applicable law, we will ask for your consent before using non-essential cookies.

You may be able to manage your cookie preferences through the cookie consent controls available on our Website.

You can also control cookies through your browser settings, although disabling certain cookies may affect Website functionality.

11. Google Advertising and Consent

If we use Google advertising technologies involving cookies or personalisation, we will seek to implement appropriate consent mechanisms where required by law.

Users in the United Kingdom, European Economic Area, and other jurisdictions may be provided with choices regarding the use of advertising, analytics, and other non-essential technologies.

Your choices may affect whether personalised advertising or measurement technologies are used.

12. Email Marketing

If you subscribe to our marketing communications, we may send you information about:

  • Afterloo products;

  • offers;

  • promotions;

  • product launches; and

  • related news.

Where required, we will only send marketing communications with your consent.

You may unsubscribe at any time by:

Unsubscribing from marketing does not prevent us from sending transactional communications relating to an order you have placed.

13. Who We Share Personal Information With

We may share personal information where reasonably necessary with:

  • Shopify;

  • payment processors;

  • banks and financial providers;

  • shipping and fulfilment partners;

  • postal and courier services;

  • IT and Website service providers;

  • customer service providers;

  • analytics providers;

  • advertising and marketing platforms;

  • email marketing providers;

  • fraud prevention services;

  • accountants, lawyers, and professional advisers;

  • regulators and public authorities where legally required; and

  • prospective purchasers or advisers in connection with a sale, merger, restructuring, or transfer of our business.

We do not sell personal information in the ordinary meaning of selling customer details directly for money.

14. International Data Transfers

Because Afterloo operates online and uses international service providers, personal information may be processed outside the United Kingdom.

Where personal information is transferred internationally, we take appropriate steps where required by law to protect that information.

These measures may include using:

  • countries recognised as providing adequate data protection;

  • approved contractual safeguards; or

  • other legally permitted transfer mechanisms.

15. How Long We Keep Personal Information

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected.

Retention periods may depend on:

  • the nature of the information;

  • whether you have an active customer relationship with us;

  • accounting and tax obligations;

  • consumer protection requirements;

  • fraud prevention requirements;

  • legal limitation periods; and

  • whether information is needed to establish or defend legal claims.

For example, transaction and financial records may be retained for the period required under applicable tax and accounting laws.

When information is no longer required, we may delete, anonymise, or securely dispose of it.

16. Data Security

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

  • unauthorised access;

  • accidental loss;

  • misuse;

  • alteration;

  • disclosure; and

  • destruction.

However, no online system or method of electronic transmission can be guaranteed to be completely secure.

You are responsible for protecting any account credentials associated with your use of our Website.

17. Your Data Protection Rights

Depending on where you live and applicable law, you may have rights relating to your personal information.

Under UK data protection law, these may include the right to:

  • request access to your personal information;

  • request correction of inaccurate or incomplete information;

  • request deletion of your information in certain circumstances;

  • request restriction of processing;

  • object to certain processing;

  • receive certain information in a portable format;

  • withdraw consent where processing relies on consent; and

  • object to certain forms of direct marketing.

Some rights are subject to legal conditions and exemptions.

To exercise your rights, contact:

hello@beyondx.uk

We may need to verify your identity before processing your request.

18. Right to Object to Direct Marketing

You have the right to object to the use of your personal information for direct marketing.

You may stop marketing emails at any time by using the unsubscribe link contained within them.

You can also contact:

hello@beyondx.uk

19. Children's Privacy

Our Website and products are not specifically directed at children.

We do not knowingly seek to collect personal information from children without appropriate parental or guardian involvement where required by law.

If you believe a child has provided us with personal information improperly, please contact us at hello@beyondx.uk.

20. Social Media

If you interact with Afterloo through social media platforms, the relevant platform may collect and process information independently from us.

Your use of those services is subject to the privacy practices of the relevant social media provider.

21. Third-Party Websites

Our Website may contain links to external websites or services.

We are not responsible for the privacy practices of independent third-party websites.

We recommend reviewing their privacy policies before providing personal information.

22. Business Transfers

If Beyondx Ltd is involved in a merger, acquisition, restructuring, financing, sale of assets, or similar business transaction, personal information may be disclosed or transferred as part of that transaction where permitted by law.

23. Legal Disclosure

We may disclose personal information where reasonably necessary to:

  • comply with applicable law;

  • comply with a court order;

  • respond to lawful requests from regulators or law enforcement;

  • protect our legal rights;

  • investigate fraud; or

  • protect the safety and security of our customers, Website, or business.

24. Complaints

If you have concerns about how we handle your personal information, please contact us first so that we can try to resolve the matter.

Email: hello@beyondx.uk
Phone: +44 7437 156836

You may also have the right to make a complaint to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection.

Further information about your data protection rights is available from the ICO.

25. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in:

  • our business;

  • our Website;

  • the services we use;

  • our privacy practices; or

  • applicable laws and regulations.

The latest version will be published on afterloo.com.

Where required by law, we will provide appropriate notice of significant changes.

26. Contact Us

If you have any questions about this Privacy Policy, your personal information, or your privacy rights, please contact:

Beyondx Ltd
15 Cubit Street
Aylesbury
HP19 8FT
United Kingdom

Email: hello@beyondx.uk
Phone: +44 7437 156836
Website: afterloo.com

Contact us