Privacy policy
How we collect, use and protect your personal information.
Last updated: 29 October 2026
Who we are
This website is run by Pure Elegance UK, a teeth whitening and beauty business based in Rogerstone and Newport, South Wales. Pure Elegance UK is a trading name of Wholesome and Delicious Limited, a company registered in England and Wales (company number 14931025). Wholesome and Delicious Limited is the data controller for the personal information described in this policy, and "we", "us" and "our" in this policy mean that company. You can contact us about your data on 07852 386591 or through the enquiry form on our home page.
What information we collect
- Enquiries: your name, phone number, email address (if given), preferred location and date, and anything you write in your message.
- Bookings: your contact details, appointment details and deposit and payment records. If you book a mobile appointment, we also take the address we will visit. If you buy a gift voucher, we keep the voucher details and the name of the person it is for.
- Consultation forms and patch tests: before your appointment we ask about your health so we can check a treatment is suitable for you. For whitening, this covers your teeth (for example sensitivity, pregnancy or recent dental work). For beauty treatments such as facials, lash and brow services, it covers your skin, eyes and any allergies, and the results of any patch test. This is health information, which the law treats as special category data.
- Website analytics (only if you accept): how you use this website, such as the pages you visit, the device and browser you use and your approximate location, collected through Google Analytics. See our cookie policy.
- Technical data: our hosting provider automatically records basic information such as IP addresses to keep the website secure and running.
How we use it and our lawful basis
| Purpose | Lawful basis (UK GDPR) |
|---|---|
| Replying to your enquiry and arranging your appointment | Steps taken at your request before entering a contract, and performing that contract |
| Checking a treatment is suitable for you (consultation form and patch test) | Your explicit consent |
| Keeping business and financial records | Legal obligation |
| Keeping the website secure and preventing spam | Legitimate interests |
| Website analytics | Your consent, which you can withdraw at any time |
We do not sell your information, and we will only send you marketing messages if you have agreed to receive them.
Who we share it with
- Vercel, our website host.
- Web3Forms, which delivers enquiry form messages to our email inbox.
- Google, for Google Analytics (only if you accept analytics cookies) and Google Fonts, which load the fonts on this site and receive your IP address when they do.
- Meta (WhatsApp and Instagram), if you choose to message us on those apps. Their own privacy policies apply.
- Our bank, which processes deposits and payments made by bank transfer.
- Our accountant, or authorities where the law requires it.
International transfers
Some of these providers process data outside the UK, including in the United States. Where they do, they protect it with recognised safeguards such as the UK Extension to the EU-US Data Privacy Framework or the UK International Data Transfer Addendum.
How long we keep it
- Enquiries that don't lead to a booking: up to 12 months.
- Client and consultation records: up to 6 years after your last appointment, in case of questions or claims.
- Financial records: 6 years, as required by HMRC.
- Analytics data: up to 14 months.
Your rights
You have the right to access the personal information we hold about you, have it corrected or deleted, restrict or object to how we use it, ask for a copy in a portable format, and withdraw your consent at any time. To use any of these rights, contact us using the details above. We will reply within one month.
Complaints
If you're unhappy with how we've handled your information, please contact us first. You also have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk or on 0303 123 1113.
Changes to this policy
We may update this policy from time to time. The date at the top shows when it last changed.