Privacy policy

Last updated: September 17, 2026

PURE operates this store and website, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a curated shopping experience (the "Services"). PURE is powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services or otherwise communicate with us. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you acknowledge that you have read this Privacy Policy and understand the collection, use, and disclosure of your information as described in this Privacy Policy.

Personal Information We Collect or Process

When we use the term "personal information," we are referring to information that identifies or can reasonably be linked to you or another person. Personal information does not include information that is collected anonymously or that has been de-identified, so that it cannot identify or be reasonably linked to you. We may collect or process the following categories of personal information, including inferences drawn from this personal information, depending on how you interact with the Services, where you live, and as permitted or required by applicable law:

  • Contact details including your name, address, billing address, shipping address, phone number, and email address.
  • Financial information including credit card, debit card, and financial account numbers, payment card information, financial account information, transaction details, form of payment, payment confirmation and other payment details.
  • Account information including your username, password, security questions, preferences and settings.
  • Transaction information including the items you view, put in your cart, add to your wishlist, or purchase, return, exchange or cancel and your past transactions.
  • Communications with us including the information you include in communications with us, for example, when sending a customer support inquiry.
  • Device information including information about your device, browser, or network connection, your IP address, and other unique identifiers.
  • Usage information including information regarding your interaction with the Services, including how and when you interact with or navigate the Services.

Personal Information Sources

We may collect personal information from the following sources:

  • Directly from you, including when you create an account, visit or use the Services, communicate with us, or otherwise provide us with your personal information;
  • Automatically through the Services, including from your device when you use our products or services or visit our websites, and through the use of cookies and similar technologies;
  • From our service providers, including when we engage them to enable certain technology and when they collect or process your personal information on our behalf;
  • From our partners or other third parties.

How We Use Your Personal Information

Depending on how you interact with us or which of the Services you use, we may use personal information for the following purposes:

  • Provide, Tailor, and Improve the Services. We use your personal information to provide you with the Services, including to perform our contract with you, to process your payments, to fulfill your orders, to remember your preferences and items you are interested in, to send notifications to you related to your account, to process purchases, returns, exchanges or other transactions, to create, maintain and otherwise manage your account, to arrange for shipping, to facilitate any returns and exchanges, to enable you to post reviews, and to create a customized shopping experience for you, such as recommending products related to your purchases.
  • Marketing and Advertising. We use your personal information for marketing and promotional purposes, such as to send marketing, advertising and promotional communications by email, text message or postal mail, and to show you online advertisements for products or services on the Services or other websites.
  • Security and Fraud Prevention. We use your personal information to authenticate your account, to provide a secure payment and shopping experience, and to detect, investigate or take action regarding possible fraudulent, illegal, unsafe, or malicious activity.
  • Communicating with You. We use your personal information to provide you with customer support and to maintain our business relationship with you.
  • Legal Reasons. We use your personal information to comply with applicable law or respond to valid legal process.

How We Disclose Personal Information

We may disclose your personal information to third parties for legitimate purposes, including:

  • With Shopify, vendors and other third parties who perform services on our behalf (e.g. IT management, payment processing, data analytics, customer support, cloud storage, fulfillment and shipping).
  • With business and marketing partners to provide marketing services and advertise to you. You can exercise your rights to opt-out of those uses here.
  • When you direct, request, or otherwise consent to our disclosure of certain information to third parties.
  • With our affiliates or otherwise within our corporate group.
  • In connection with a business transaction such as a merger or bankruptcy, to comply with applicable legal obligations, and to protect or defend the Services, our rights, and the rights of our users or others.

Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve the Services for you. To learn more about how Shopify uses your personal information and any rights you may have, you can visit the Shopify Consumer Privacy Policy. Depending on where you live, you may exercise certain rights with respect to your personal information via the Shopify Privacy Portal.

Third Party Websites and Links

The Services may provide links to websites or other online platforms operated by third parties. We do not guarantee and are not responsible for the privacy or security of such sites.

Children's Data

The Services are not intended to be used by children, and we do not knowingly collect any personal information about children under the age of majority in your jurisdiction. If you are the parent or guardian of a child who has provided us with their personal information, you may contact us to request that it be deleted.

Security and Retention of Your Information

No security measures are perfect or impenetrable, and we cannot guarantee "perfect security." How long we retain your personal information depends on factors such as whether we need it to maintain your account, provide the Services, comply with legal obligations, or resolve disputes.

Your Rights and Choices

Depending on where you live, you may have rights including: Right to Access / Know, Right to Delete, Right to Correct, Right of Portability, and Right to Opt Out of Sale or Sharing for Targeted Advertising (exercise here).

If you reside in the UK or European Economic Area, you may also have the right to object to or restrict processing, and to withdraw consent where processing is based on consent.

We will not discriminate against you for exercising any of these rights.

Complaints

If you have complaints about how we process your personal information, please contact us using the details below. For the EEA, you can find a list of responsible data protection supervisory authorities here.

International Transfers

We may transfer, store and process your personal information outside the country you live in, relying on recognized transfer mechanisms such as the European Commission's Standard Contractual Clauses where applicable.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time. We will post the revised Privacy Policy on this website and update the "Last updated" date.

Contact

Should you have any questions about our privacy practices or this Privacy Policy, please call +1 (234) 567 89 10 or email us at support@utdweb.team, or contact us at K Straat, 201, 2000 Antwerpen, Belgium. For the purpose of applicable data protection laws, we are the data controller of your personal information.