Welcome to SHADESIRCH.COM (the “Website”). At shadesirch.com we are committed to keep members’ data safe and secure. Shade Sirch (SS) use your personal data to provide our services to you. We have described how we collect, store and use your data in this Privacy Policy. We are committed to protecting your privacy and keep your personal data safe and secure. We understand that you care about the information that you share with us and we appreciate you entrust us with this data to offer you the SS services. There are steps you can take to control what we do with your data and we have explained those steps in this Privacy Policy. By visiting shadesirch.com you are accepting the current practices described in this Privacy Policy.


CPM Innovations Ltd t/a Shade Sirch is responsible for your data. Our registered address is Kemp House, 152-160 City Road, EC1V 2NX. We are registered as a company in England and Wales under company number 11541975. We are the data controller of the data which we collect from you, and as such we control the ways your personal data are collected and the purposes for which your personal data are used.


The information we collect helps us offer you the right products and helps us improve our service. The types of information we gather are:

Your name and contact details
(email address, telephone number, address)
When you order your products from us or make changes to your order details
Your name and contact details (email address, telephone number, address)
Information about your order from us (delivery address, billing address, payment method (not card details)) When you create an account with us When you buy products or services from us When you enter a competition When you fill in forms on our website
Information about you and your beauty profile and preferences (see information below about ‘Sensitive personal data’) When you fill out the personalise questionnaire on the website
Communication we have with you (emails, telephone calls, messages to our online chat service, messages sent to us through our social media platforms, feedback) When you get in touch with us When you respond to our requests for feedback
Information about you, your location and how you use our website, mobile application, information about your interests and preferences. See more information below under the heading ‘How we use your data to personalise the service we offer you’ When you use our website When you accept our cookies placed on your device When you update your account information When you open our marketing emails When you click on our banner adverts When you fill in forms on our website When you get in touch with us When you respond to our requests for feedback When you opt in to receiving messages from us


A cookie is a small file which asks permission to be placed on your computer’s hard drive. Once you agree, the file is added, and the cookie helps analyse web traffic and allows websites to respond to you as an individual. The website can tailor its offering to your needs, likes and dislikes by gathering and remembering information about your preferences.

If you register with us we will place a ‘cookie’ on your web browser with your email address. This helps next time you visit as your sign in will take less time. You can remove this cookie or update your browser settings to not allow this cookie to be stored on your computer without specific consent.

We collect information about how visitors use our site and use this feedback to improve. The cookies collect information in an anonymous form, including the number of visitors to the site, where visitors have come to the site from and the pages visited.

Our display advertising partners then enables us to present you with retargeting advertising on other sites based on your previous interaction with latestinbeauty.com. The techniques our partners employ do not collect personal information such as your name, email address, postal address, or telephone number.


We can only use your personal data if we have a proper reason for doing so. According to the law, we can only use your data for one or more of these reasons:

  • To fulfil a contract we have with you, or
  • If we have a legal duty to use your data for a particular reason, or
  • When you consent to it, or When it is in our legitimate interests.

Legitimate interests are our business or commercial reasons for using your data, but even so, we will not unfairly put our legitimate interests above what is best for you. In the table below, we have set out the different ways in which we use your personal data and the reasons we rely on for using that data.

What we use your personal data for: Legal grounds for using it
to process orders placed by you on shadesirch.com Fulfilling contracts Our legitimate interests With your consent
to communicate with you (email/phone/livechat) about any issues with your orders or any of our service Fulfilling contracts Our legitimate interests With your consent
to process refunds and any other related action from CS Fulfilling contracts Our legitimate interests With your consent
to improve your selection of products in the BYOB section through the personalise mechanism With your consent
to keep customers that consented informed about offers and news on shadesirch.com (via email, Facebook, Twitter, etc) Our legitimate interests With your consent
to ensure a better experience for you on the website we place cookies which keep you signed in or your basket filled with the products you choose Our legitimate interests With your consent
to be able to contact you when you win a prize in a competition With your consent
to improve our business and your experience we analyse order and customer data to take decisions on actions in the business Our legitimate interests
to be able to do our administrative duty such as accounting, billing and audit Fulfilling contracts
Our legal duty


We may send you marketing communications by email if you have indicated that you are happy to receive such emails or if you have placed an order on shadesirch.com and you have not told us that you no longer wish to receive marketing emails. Our marketing communications include information about our new and existing services, special offers we think you might like and other emails about beauty, fashion and lifestyle products and services we think might be of interest for you.

If you have previously opted-in to receiving emails from us, please go to the ‘newsletter section’ in your and untick the tickbox for receiving emails from us. You can update your preferences at any time. You can also opt out of receiving marketing emails by clicking on the unsubscribe link at the bottom of all our marketing emails.

Please note that if you tell us that you do not wish to receive marketing emails, you will still receive service emails which are necessary, for example: to confirm your order, update you on dispatch timings, etc.

Please note that if you ask us to stop sending marketing emails, we will keep a note of your personal information and your request so that we can make sure you are excluded from the emails when they are sent out.


We keep your data only for as long as we need it. How long we need data depends on what we are using it for, whether that is to provide services to you, for our own legitimate interests or so that we can comply with the law.

We will actively review the information we hold and when there is no longer a customer, legal or business need for us to hold it, we will either delete it securely or in some cases anonymise it.


We protect your personal data against unauthorised access, unlawful use, accidental loss, corruption or destruction.

We use technical measures such as encryption, firewalls and password protection to protect your data and the systems they are held in. We also use operational measures to protect the data, for example by limiting the number of people who have access to the databases in which our customer and order information is held.

We keep these security measures under review and refer to industry security standards to keep up to date with current best practice.


Our customers’ information is a vital part of our business and we will never share your data to any other company or entity unless it is required to run our business efficiently. SS only shares data in the following cases:

Service providers: we use other companies’ services to deliver our products to you, including storage, fulfilment, payment processing, email delivery, postal delivery and customer services. They only have access to information needed to perform their functions but cannot use it for any other purposes.

Product reviews and feedback data: we share aggregate data that we receive through product feedback and reviews with brands who work with us. Individual data will not be shared in any event. An important part of your SS experience is your product feedback: these opinions are shared with other customers on the website and brands in question. We allow brands to post reviews on their site with a clear mention of source and link back to SS.

Affiliated businesses: we work closely with companies to offer you the best deals and prices. In some cases, order fulfilment is done directly by brands to minimise cost. We share your order details, so they can deliver your order and in some cases we allow these companies to store your data for future use if they have a legitimate interest for it. You will always be aware when your order will be fulfilled directly by the brand and when data is shared.

Merger or sale: in the case that shadesirch.com is partly or completely acquired, the individual customers’ data can be one of the assets sold as part of the transaction. Customers would be notified of any ownership change.

Protection of shadesirch.com: we will share customer account data if required to comply with the law or to enforce our Terms & Conditions and other agreements. This can include exchanging information with other companies and organisations for fraud protection or credit risk.

Data analytics companies and advertisers: we may use your data in our data management platform. This platform helps us to understand more about you and your interests. We may share a limited and pseudonymised (or partially anonymised) version of your data with other advertisers or add to your data other information which we have received from third party advertisers. We may use such data to make the connection between you and the devices you use.


Occasionally we will link to other website on banners, blogposts and offers – please be aware that clicking those links will lead you to a website which isn’t controlled by SS and will have its own Privacy Policy and Terms & Conditions. We hold no responsibility or liability for any of these policies or terms. Proceed with caution when entering any personal data and familiarise yourself beforehand with the policies and terms of the site.


We will only send data outside of the European Economic Area (‘EEA’) to work with our agents and advisers who we use to deliver services to you or to comply with a legal duty. If we do transfer
data outside the EEA, we will make sure that it is protected in the same way as if it were being used in the EEA. We will use one of the following safeguards to ensure that it is protected:

  • Transfer the data to a non-EEA country which has privacy laws at least as protective as those within the EEA
  • Put in place a contract with the recipient of the data which means the recipient must protect the data to the same standards as required within the EEA, or
  • Transfer it to organisations which are part of the Privacy Shield. The Privacy Shield is a framework which sets out the standards for data to be sent between the United States and European countries. The Privacy Shield ensures that data is protected to the same standards as used within the EEA.


You are entitled to see copies of all personal data held by us and to amend, correct or delete such data. You can also limit, restrict or object to the processing of your data. You can log in to your Shade Sirch account to update the details held there.

If you gave us your consent to use your data, e.g. so that we can send you marketing emails, you can withdraw your consent. Information about how to stop receiving marketing communications is set out above under the heading ‘Marketing: How to manage the marketing messages you receive’. Please note that even if you withdraw your consent, we can still rely on the consent you gave as the lawful basis for processing your data before you withdrew your consent.

You can object to our use of your data where we rely on our legitimate interests to do so.

To raise any objections or to exercise any of your rights, you can send an email to us at shadesirch.com or you can write to us at Data Protection Officer, Kemp House, 152-160 City Road, EC1V 2NX. When you get in touch, we will come back to you as soon as possible and where possible within one month. If your request is more complicated, it may take a little longer to come back to you, but we will come back to you within two months of your request. There is no charge for most requests, but if you ask us to provide a significant amount of data for example we may ask you to pay a reasonable admin fee. We will require a proof of identity in the form of your username and password. It is therefore very important to keep your username and password secure at all times.

Shadesirch.com may change the Privacy Policy and the Terms & Conditions – in the event of a change, the revised policies or terms will be posted on this page. If we make any significant changes to this policy we will notify you here, by email, or with a homepage notice. Unless stated otherwise, our current Privacy Policy applies to all information that we have about you.


If you have any complaints concerning Shade Sirch’s processing of your personal data please email us at shadesirch.com or you can write to us at Kemp House, 152-160 City Road, EC1V 2NX.


You can write to us at hello@shadesirch.com or you can write to us at Kemp House, 152-160 City Road, EC1V 2NX.