Privacy Policy

Sh! Women’s Store | Sh! Brands Ltd

Last updated: 27 October 2026

Sh! by name, Sh! by nature!

Trust, respect and discretion have been at the heart of Sh! since 1992.

We believe everyone deserves to explore pleasure, access reliable information and shop with confidence, knowing their privacy is respected.

This Privacy Policy explains what personal information we collect, why we collect it, how we use it, who we share it with and the choices you have.

We've tried to keep things straightforward, without unnecessary jargon.

Your pleasure. Your privacy. No judgement. Ever.

1. Who We Are

Sh! Women’s Store is owned and operated by Sh! Brands Ltd, a company registered in England and Wales.

Company registration number: 10232471
VAT registration number: GB246095204

Registered office:

Sh! Brands Ltd
15 Woodside Commercial Site
Epping, Essex
CM16 6LJ
United Kingdom

Email: hello@sh-womenstore.com
Telephone: 03333 444 005

Sh! Brands Ltd also operates:

• Shush Life — our pleasure-positive online education platform, offering courses through Podia.

• Vaginismus Awareness — our information and support website, offering guidance about vaginismus and related subjects.

Shush Life has its own Privacy Policy, reflecting the different services and technologies used on that website.

This policy primarily explains how we handle personal information through Sh! Women’s Store. Where relevant, it also explains our wider commitments to privacy and discretion.

2. Our Promise to You

We never sell, rent or share your contact details with outside companies for their own marketing purposes.

We don't sell customer mailing lists or give unrelated businesses permission to market their products directly to you using our customer contact lists.

We only share information with trusted service providers where necessary to operate our business, process payments, deliver orders, provide customer support or manage services you've chosen to use.

Some of these providers process information on our behalf. Others, such as payment providers, may have their own legal responsibilities for the information they receive.

We never automatically subscribe customers to our general marketing mailing list simply because they've made a purchase.

And because we understand the personal nature of our products and advice, discretion is always a priority.

3. What Personal Information We Collect

Depending on how you interact with us, we may collect:

Information you provide directly

• Your name and contact details

• Billing and delivery addresses

• Email address and telephone number

• Customer account information

• Orders and purchase history

• Customer service enquiries

• Newsletter subscriptions and marketing preferences

• Product reviews and feedback

• Correspondence with our team

• Information you choose to share when asking for advice

Information collected automatically

When you visit our website, we may collect:

• IP address and approximate location

• Browser and device information

• Pages visited and website interactions

• Shopping basket and checkout activity

• Referral sources

• Marketing campaign information

• Cookie preferences

• Website performance and diagnostic information

Some of this information is collected through cookies and similar technologies, subject to your privacy choices and applicable legal requirements.

Sensitive information

Because Sh! specialises in sexual wellbeing and intimate products, you may choose to share sensitive information when contacting us.

We treat these enquiries with particular care.

Where information qualifies as special category personal data under UK data protection law, we will only process it where we have an appropriate lawful basis and an additional legal condition.

We ask that you only share information relevant to your enquiry.

4. How We Use Your Information

We use personal information to:

• Process payments and fulfil orders

• Arrange deliveries and provide order updates

• Manage customer accounts

• Respond to questions and provide customer support

• Offer relevant product information and advice

• Manage newsletters and marketing communications

• Send permitted abandoned checkout reminders

• Understand how our website is used

• Improve our products, services and shopping experience

• Measure the effectiveness of our marketing

• Prevent fraud and protect website security

• Meet legal, tax and accounting obligations

We only process personal information where we have an appropriate lawful basis.

5. Our Legal Basis for Processing Information

Under UK data protection law, we rely on different lawful bases depending on why we need your information.

Contract

When we need information to process an order, arrange delivery or provide a service you've requested.

Legal obligation

When we must retain or disclose information to comply with tax, accounting or other legal requirements.

Legitimate interests

When reasonably necessary to operate and improve our business, provide customer support, maintain security and prevent fraud, provided your rights and interests do not override those purposes.

Consent

When you choose to receive certain marketing communications, allow optional cookies or give permission for another specific activity.

You can withdraw consent at any time.

Where we process special category information, we also identify an appropriate additional condition under data protection law.

6. Shopping at Sh! Women's Store

Our online store operates through Shopify.

When you place an order, we collect the information needed to process your purchase, arrange delivery and provide customer support.

This may include your name, contact details, delivery address, products purchased, payment status and order history.

Payments are processed securely through Shopify and supported payment providers, which may include Shopify Payments, Shop Pay, PayPal and Apple Pay.

We do not store your full payment card details in our own customer records.

To deliver your order, we share the necessary information with our delivery providers, including Royal Mail.

These disclosures are necessary to provide the products and services you've requested.

Discreet Shopping and Delivery

We understand that discretion matters.

Orders are sent in discreet packaging without prominent Sh! branding.

Your payment may appear under our registered company name, Sh! Brands Ltd, or a descriptor used by the relevant payment provider.

We take care when contacting customers about purchases and always aim to handle sensitive enquiries respectfully.

7. Cookies and Your Privacy Choices

Cookies are small files stored on your device. They help websites function, remember preferences and understand how visitors use online services.

We use Shopify's customer privacy controls to give you choices about optional cookies and similar technologies.

Our cookie categories include:

Required Cookies

These support essential website functions, including shopping baskets, checkout, security and remembering your privacy choices.

They are necessary for the website to operate.

Personalisation Cookies

These help remember preferences and may improve your browsing experience.

Analytics Cookies

These help us understand how visitors use our website, which pages are popular and how customers navigate our shop.

This information helps us improve our services.

Marketing Cookies

These may help us understand how effective our advertising is and support relevant marketing activities on other websites.

Although Sh! doesn't display third-party adverts on its own website, we use advertising services such as Google Ads to promote our business.

Your Choice

When you visit our website, you can:

• Accept optional cookies

• Decline optional cookies

• Manage your preferences

Where consent is legally required, optional cookies and similar technologies are used in accordance with your choices.

You can change your preferences at any time through the website's cookie privacy controls.

Declining optional cookies won't prevent you from shopping with us, although certain personalised features may be unavailable.

Your privacy. Your choice. Always.

8. Google Analytics and Google Ads

We use Google Analytics to understand how visitors interact with our website.

This helps us understand:

• How many people visit our website

• Which pages and products attract interest

• How customers navigate the shop

• How our website performs

• Which marketing activities generate visits and purchases

We also use Google Ads to promote Sh! and measure the effectiveness of our advertising.

Depending on your privacy choices and the services enabled, Google may process information about website interactions, devices, browsers and advertising activity.

Where required, these technologies operate subject to your consent.

If you decline analytics or marketing cookies, some website activity and purchases may not appear in our analytics reports.

You can learn more about how Google handles information through Google's Privacy Policy.

Enhanced conversion measurement

We use Google's enhanced conversion measurement to help understand which advertising activities lead to purchases. Where enabled and permitted by your privacy choices, customer-provided information, such as an email address, may be securely hashed and transmitted to Google for conversion matching. Hashing helps protect the information during matching, but does not make it anonymous. We do not use this information to sell customer lists or allow unrelated companies to market directly to you.

9. Newsletters and Marketing Communications

We use Spoks to manage newsletters and automated marketing communications.

These may include:

• New product announcements

• Educational articles and advice

• Special offers

• Events and updates

• Relevant product recommendations

• Abandoned checkout reminders, where legally permitted

We send electronic marketing only where we have the appropriate permission or another lawful basis under UK marketing rules.

Making a purchase does not automatically subscribe you to our general marketing mailing list.

You can unsubscribe from marketing emails at any time by clicking the unsubscribe link in the message or contacting us directly.

Unsubscribing from marketing won't stop essential transactional emails, including order confirmations and delivery updates.

We never sell or provide our customer contact lists to outside businesses for their own direct marketing.

10. Customer Reviews and Feedback

We may invite customers to review products or share feedback about their shopping experience.

Where we use third-party review services, relevant information may be processed to administer review invitations and display submitted reviews.

Any such processing is subject to applicable privacy requirements and the arrangements with the relevant provider.

If you submit a public review, please avoid including personal or sensitive information you wouldn't want others to see.

We may use feedback and testimonials in accordance with applicable legal requirements and permissions.

11. Who We Share Information With

We share personal information only where necessary and lawful.

Depending on the service, this may include:

• Shopify: Website hosting, checkout and order management

• Payment providers: Secure payment processing

• Royal Mail and delivery partners: Delivering orders

• Spoks: Email marketing and automated communications

• Google: Website analytics and advertising measurement

• Review platforms: Managing customer reviews

• Technical service providers: Website maintenance, security and support

• Professional advisers: Accounting, legal and regulatory services

Some providers process information on our instructions, while others act as independent data controllers for particular services.

We may also disclose information when legally required or necessary to protect against fraud or misuse.

We never sell or rent your personal information.

We do not share your contact details with unrelated companies for their own direct marketing purposes.

12. International Data Transfers

Some of our service providers operate internationally or use systems located outside the United Kingdom.

This means personal information may sometimes be processed or accessed in other countries.

Where required by UK data protection law, we use appropriate safeguards for international transfers, such as recognised adequacy arrangements or approved contractual protections.

You can contact us if you'd like further information about the safeguards relevant to your personal information.

13. How Long We Keep Your Information

We keep personal information only for as long as reasonably necessary for the purposes described in this policy, including applicable legal, tax and accounting obligations.

Retention depends on the information involved and why it was collected.

For example:

• Order records: Retained as necessary for accounting, tax, customer service and legal requirements.

• Customer accounts: Retained while needed to provide account services, subject to legal requirements.

• Marketing subscriptions: Retained while you're subscribed, with limited records kept where necessary to respect unsubscribe requests.

• Customer enquiries: Retained for as long as reasonably necessary to respond and manage related matters.

• Analytics information: Retained according to the settings and retention periods of the relevant services.

• Sensitive correspondence: Retained only where necessary for a legitimate and lawful purpose.

When information is no longer required, we delete, anonymise or securely dispose of it, unless continued retention is legally necessary.

14. How We Protect Your Information

We take appropriate technical and organisational measures to protect personal information against unauthorised access, loss, misuse or disclosure.

These include secure systems, access controls and the use of reputable service providers.

Access to personal information is limited to people who need it for legitimate business purposes.

No online system can guarantee absolute security, but protecting your information remains a priority.

If you believe your information has been compromised, please contact us promptly.

15. Your Privacy Rights

Under UK data protection law, you may have the right to:

Access your information

Request a copy of the personal information we hold about you.

Correct your information

Ask us to correct inaccurate or incomplete information.

Request deletion

Ask us to delete personal information in certain circumstances.

Restrict processing

Ask us to limit how we use your information in certain circumstances.

Data portability

Request certain personal information in a portable format where applicable.

Object to processing

Object to certain uses of your personal information, including processing based on legitimate interests.

Rights relating to automated decisions

Exercise applicable rights relating to decisions made solely through automated processing.

Your Right to Withdraw Consent

Where we rely on your consent to use your personal information, you can withdraw that consent at any time.

This includes changing your cookie preferences or unsubscribing from marketing emails.

Withdrawing consent won't affect anything we lawfully did before you withdrew it.

Your Right to Object to Direct Marketing

You can object to the use of your personal information for direct marketing at any time.

If you do, we'll stop processing your personal information for that purpose.

You can exercise your rights by contacting hello@sh-womenstore.com.

We may need to verify your identity before responding to certain requests.

You also have the right to complain to the Information Commissioner's Office (ICO), the UK's data protection regulator.

Visit www.ico.org.uk for more information.

We'd always welcome the opportunity to resolve your concerns directly first.

16. Children and Age Restrictions

Our website and services are intended for adults aged 18 and over.

We do not knowingly collect personal information from children under 18.

If you believe a child has provided information to us, please contact us so we can investigate and take appropriate action.

17. Social Media and External Websites

Our website may contain links to social media platforms, educational resources and third-party websites.

These services operate under their own privacy policies.

We encourage you to review their privacy information before providing personal details.

If you interact with Sh! through social media, the relevant platform may process your information independently of us.

18. Changes to This Privacy Policy

We may update this policy to reflect changes in our services, technology, legal requirements or business operations.

The latest version will be available on our website, with the date of the most recent update shown at the top.

Where required, we'll provide additional notice or obtain consent before introducing significant changes.

19. Contact Us

If you have questions about this policy, want to exercise your privacy rights or have concerns about how we handle personal information, please contact us.

Sh! Brands Ltd
15 Woodside Commercial Site
Epping, Essex
CM16 6LJ
United Kingdom

Email: hello@sh-womenstore.com

Telephone: 03333 444 005

Website: www.sh-womenstore.com

We're here to help, and we'll always treat your enquiry with care, respect and discretion.

Pleasure is power. Privacy matters. No judgement. Ever.