Privacy Policy


KF Beauty understands that your privacy is important to you and that you care about how your personal data is used and shared online. We respect and value the privacy of everyone who visits Our Site and the Websites and will only collect and use personal data in ways that are described here, and in a manner that is consistent with our obligations and your rights under the law.

Please read this Privacy Policy carefully and ensure that you understand it. Your acceptance of our Privacy Policy is deemed to occur upon your first use of Our Site. You will be required to read and accept this Privacy Policy when signing up for any account with us. If you do not accept and agree with this Privacy Policy, you must stop using Our Site and the Websites immediately.

The information collection, use, and dissemination practices of KF Beauty set out in this privacy policy apply (1) to the collection, use, storage and disclosure of information by KF Beauty, on (a) its websites, including all those of its divisions, subsidiaries and related companies (collectively, the "Websites"), (b) on various third-party websites, and (2) to KF Beauty's other information collection, including the purchase of customer lists from third parties. KF Beauty is not responsible for the information collection or privacy practices of third-party websites or applications.

This Privacy Policy, which applies whether you shop with us online or over the telephone, provides you with information about (amongst other things):
what personal information we collect (defined as Personal Information below);

  • how we use and/or share your personal information
  • how we ensure your privacy is maintained
  • your legal rights relating to your personal Information
1. Collection of Information

    Survey Information  KF Beauty collects information from individuals by various methods, including, but not limited to, when a KF Beauty survey, order form, or a registration page either online or offline, or by means of online or offline surveys, order forms, or registration pages operated by third parties (collectively, a "Survey"). (As used herein, "online" means using the Internet, including the Websites, and related technologies, and "offline" means by methods other than online, including in person, in the postal mail, using telephones and cell phones, and other similar means.)

    In the Surveys, KF Beauty or a third party (a "Third Party") may ask an individual to provide various information to KF Beauty, which may include his or her name, email address, street address, zip code, telephone numbers (including cell phone numbers and carriers), birth date, gender, salary range, education and marital status, occupation, social security number, employment information, personal and online interests, and such other information as may be requested from time to time (together, "Survey Information").

    KF Beauty may also collect information concerning an individual from another source and use that information in combination with information provided from this web site. Completing the Survey is completely voluntary, and individuals are under no obligation to provide Survey Information to KF Beauty, or any Third Party, but an individual may receive incentives from KF Beauty, or a Third Party in exchange for providing Survey Information to KF Beauty.

    Third Party List Information  KF Beauty, collects information from individuals when an individual provides information to a third party and KF Beauty. Subsequently, purchases, licenses, or otherwise acquires the information from the third party (the "Seller"). Such purchased information may include, but is not limited to, an individual's name, email address, street address, zip code, telephone numbers (including cell phone numbers and carriers), birth date, gender, salary range, credit card information, education and marital status, occupation, industry of employment, personal and online interests, and such other information as the individual may have provided to the Seller (together, "Third Party List Information").

    When acquiring Third Party List Information, KF Beauty seeks assurances from the Seller that the Seller has a right to transfer the Third-Party List Information to KF Beauty, and that the Seller has a right to provide offers from advertisers to the individuals whose personal information is included on the Seller's list.

    Other Information  Other occasions when KF Beauty obtains information from individuals include (1) when an individual is making a claim for a prize or seeking to redeem an incentive offered by KF Beauty. by a third party, (2) when an individual requests assistance through KF Beauty customer service department, (3) when an individual voluntarily subscribes to a KF Beauty service or newsletter and (4) when an individual voluntarily leaves a customer review for, rating for, or image of themselves using, a KF Beauty product (together, "Other Information").

    Cookies, Web Beacons, and Other Info Collected Using Technology  KF Beauty currently uses cookie and web beacon technology to associate certain Internet-related information about an individual with information about the individual in our database. Additionally, KF Beauty may use other new and evolving sources of information in the future (together, "Technology Information").

    (a) Cookies  A cookie is a small amount of data stored on the hard drive of the individual's computer that allows KF Beauty to identify the individual with his or her corresponding data that resides in KF Beauty database. You may read more about cookies at Individuals who use the Websites need to accept cookies to use all of the features and functionality of the Websites.

    (b) Web Beacons  A web beacon is programming code that can be used to display an image on a web page (by using a programming function -- see for more information), but can also be used to transfer an individual's unique user identification (often in the form of a cookie) to a database and associate the individual with previously acquired information about an individual in a database. This allows KF Beauty to track certain websites and individual visits online. Web beacons are used to determine products or services an individual may be interested in, and to track online behavioural habits for marketing purposes.

    For example, KF Beauty might place, with the consent of a third-party website, a web beacon on the third party's website where Hockey products are sold. When Mark, an individual listed in KF Beauty database, visits the Hockey website, KF Beauty receives notice by means of the web beacon that Mark visited the Hockey site, and KF Beauty would then update Mark's profile with the information that Mark is interested in Hockey. KF Beauty may thereafter present offers of Hockey related products and services to Mark. In addition to using web beacons on web pages, KF Beauty also uses web beacons in email messages sent to individuals listed in a KF Beauty database.

    (c) New Technology  The use of technology on the Internet, including cookies and web beacons, is rapidly evolving, as is KF Beauty’s use of new and evolving technology. As a result, KF Beauty strongly encourages individuals to revisit this policy for any updates regarding its use of technology.

    Outside Information  KF Beauty may receive information about individuals from third parties or from other sources of information outside of KF Beauty. Including information located in public databases ("Outside Information").

    Personal Information  As used herein, "Personal Information" means Survey Information, Third Party List Information, Other Information, Technology Information, and Outside Information, and any other information KF Beauty gathers or receives about individuals.

    No Information Collected from Children  KF Beauty will never knowingly collect any personal information about children under the age of 13. If KF Beauty obtains actual knowledge that it has collected personal information about a child under the age of 13, that information will be immediately deleted from our database. Because it does not collect such information, KF Beauty has no such information to use or to disclose to third parties. KF Beauty has designed this policy in order to comply with the Children's Online Privacy Protection Act ("COPPA").

    Credit Card Information  KF Beauty may in certain cases collect credit card numbers and related information, such as the expiration date of the card ("Credit Card Information") when some individual places an order from KF Beauty. When the Credit Card Information is submitted to KF Beauty, such information is encrypted and is protected with SSL encryption software. KF Beauty will use the Credit Card Information for purposes of processing and completing the purchase transaction, and the Credit Card Information will be disclosed to third parties only as necessary to complete the purchase transaction.

    2. Use of Personal Information

    Discretion to Use Information  THE COMPANY MAY USE PERSONAL INFORMATION FOR ANY LEGALLY PERMISSIBLE PURPOSE AT COMPANY'S SOLE DISCRETION AND/OR WHERE YOU HAVE GIVEN EXPRESS CONSENT. We set out in Section 7 the legal bases under the EU Regulation 2016/679 – the General Data Protection Regulation (“GDPR”) relied upon by KF Beauty to justify its proper use of Personal Information. The following paragraphs in Section 2 describe how KF Beauty currently uses Personal Information, but KF Beauty may change or broaden its use at any time. As noted below, KF Beauty may update this policy from time to time.

    KF Beauty may use personal information to provide promotional offers to individuals by means of email advertising, telephone marketing, direct mail marketing, online banner advertising, and package stuffers, among other possible uses.

    You have the right to opt out of receiving promotional communications at any time, by:

    • Changing your preferences by contacting us HERE
    • Making use of the simple unsubscribe link in emails; and/or
    • Contacting KF Beauty via the contact channels set out at the end of this Privacy Policy.
    • Email. KF Beauty uses Personal Information to provide promotional offers by email to individuals. KF Beauty may maintain separate email lists for different purposes. If email recipients wish to end their email subscription from a list, they need to follow the instructions at the end of each email message to unsubscribe from the particular list.

    (a) Content of Email Messages  In certain commercial email messages sent by KF Beauty, an advertiser's name will appear in the "From:" line but hitting the "Reply" button will cause a reply email to be sent to KF Beauty. The "Subject:" line of KF Beauty email messages will usually contain a line provided from the advertiser to KF Beauty.

    (b) Solicited Email  KF Beauty only sends email to individuals who have agreed on the Websites to receive email from KF Beauty or to individuals who have agreed on third party websites to receive email from third parties such as KF Beauty. KF Beauty does not send unsolicited email messages. As a result, statutes requiring certain formatting for unsolicited email are not applicable to KF Beauty's email messages.

    Targeted Advertising  KF Beauty uses Personal Information to target advertising to an individual. When an individual is using the Internet, KF Beauty uses Technology Information (see also the section on Technology Information below) to associate an individual with that person's Personal Information, and KF Beauty attempts to show advertising for products and services in which the person has expressed an interest in the Surveys, indicated an interest by means of Technology Information, and otherwise. KF Beauty may, at its discretion, target advertising by using email, direct mail, telephones, cell phones, and other means of communication to provide promotional offers.

    Direct Mail and Telemarketing  KF Beauty uses Personal Information to advertise, directly or indirectly, to individuals using direct mail marketing or telemarketing using telephones and cell phones.

    Use of Technology Information  KF Beauty uses Technology Information (1) to match a person's Survey Information and Third Party List Information to other categories of Personal Information to make and improve profiles of individuals, (2) to track a person's online browsing habits on the Internet, (3) to determine which areas of KF Beauty's websites are most frequently visited. This information helps KF Beauty to better understand the online habits of individuals so that KF Beauty can target advertising and promotions to them.

    Profiles of Individuals. KF Beauty uses Personal Information to make a profile of an individual. A profile can be created by combining Survey Information and Third Party List Information with other sources of Personal Information such as information obtained from public databases.

    3. Dissemination of Personal Information.

    Order Fulfilment  KF Beauty will transfer Personal Information to third parties when necessary to provide a product or service that a person orders from such third party while using KF Beauty websites or when responding to offers provided by KF Beauty.

    Legal Process  KF Beauty may disclose Personal Information to respond to subpoenas, court orders, and other legal processes.

    Access  Individuals have access to their Personal Information collected to provide an opportunity for an individual to correct, amend, or delete such information. Access can be obtained by contacting customer service at the number on the order page. KF Beauty may also grant advertising clients and email services providers, access to an individual's email address to verify the origin of the Personal Information collected.

    4. How We Protect Your Privacy.

    Storage of Personal Information  KF Beauty stores the Personal Information in a database on KF Beauty computers. KF Beauty is committed to keeping your Personal Information safe and secure.

    Our security measures include:

    • Our IT systems have security measures (such as a firewall) in place to protect against the loss, misuse, and alteration of the information under KF Beauty's control;
    • Robust encryption of data;
    • Regular scenario planning and crisis management exercises to ensure we are ready to respond to cyber security attacks and data security incidents; and internal policies setting out our data security approach and training for employees.

    Notwithstanding such measures, KF Beauty cannot guarantee that its security measures will prevent KF Beauty computers from being illegally accessed, and the Personal Information on them stolen or altered.

    5. Privacy Practices of Third Parties.

    Advertiser cookies and web beacons  Advertising agencies, advertising networks, and other companies (together, "Advertisers") who place advertisements on the Websites and on the Internet generally may use their own cookies, web beacons, and other technology to collect information about individuals. KF Beauty does not control Advertisers' use of such technology and KF Beauty has no responsibility for the use of such technology to gather information about individuals.

    Links  The Websites and email messages sometimes contain hypertext links to the websites of third parties. KF Beauty is not responsible for the privacy practices or the content of such other websites. Linked websites may contain links to websites maintained by third parties. Such links are provided for your convenience and reference only. KF Beauty does not operate or control in any respect any information, software, products or services available on such third party websites. The inclusion of a link to a web site does not imply any endorsement of the services or the site, its contents, or its sponsoring organization.

    6. Your Rights

    You have the following rights:

    • The right to ask what Personal Information that we hold about you at any time,
    • The right to ask us to update and correct any out-of-date or incorrect Personal Information that we hold about you free of charge; 
    • And (as set out above) the right to opt out of any marketing communications that we may send you.

    If you wish to exercise any of the above rights, please contact us using the contact details set out below.
    You may also file a complaint with the competent authority responsible for data protection or lodge an appeal if your Personal Information is misused.

    7. Legal basis for KF Beauty processing customers’ personal information

    General – KF Beauty collects and uses customers’ Personal Information because it is necessary for:

    • The pursuit of our legitimate interests (as set out below);
    • The purposes of complying with our duties and exercising our rights under a contract for the sale of goods to a customer; or
    • Complying with our legal obligations.

    Our legitimate interests – The normal legal basis for processing personal information is that it is necessary for the legitimate interests of KF Beauty including:

    • Selling and supplying goods and services to our customers;
    • Protecting customers, employees and other individuals and maintaining their safety, health and welfare;
    • Promoting, marketing and advertising our products and services;
    • Sending promotional communications which are relevant and tailored to individual customers;
    • Understanding our customers’ behaviour, activities, preferences, and needs;
    • Improving existing products and developing new products;
    • Complying with our legal and regulatory obligations;
    • Preventing, investigating and detecting crime, fraud or anti-social behaviour and prosecuting offenders, including working with law enforcement agencies;
    • Handling customer contacts, queries, complaints or disputes;
    • Managing insurance claims by customers;
    • Protecting KF Beauty, its employees and customers, by taking appropriate legal action against third parties who have committed criminal acts or are in breach of legal obligations to KF Beauty;
    • Effectively handling any legal claims or regulatory enforcement actions taken against KF Beauty; and
    • Fulfilling our duties to our customers, colleagues, shareholders and other stakeholders.
    • If we sell, transfer, or merge parts of our business or assets (or enter into negotiations for the same), your personal data may be shared with or transferred to a third party. Any new owner of our business may continue to use your personal data in the same way(s) that we have used it, as specified in this Privacy Policy.

    8. EU-U.S. Privacy Shield and Swiss-U.S. Privacy Shield

    KF Beauty complies with the EU-U.S. Privacy Shield Framework and Swiss-U.S. Privacy Shield Framework as set forth by the U.S. Department of Commerce regarding the collection, use, and retention of personal information transferred from the European Union and Switzerland to the United States. KF Beauty has certified to the Department of Commerce that it adheres to the Privacy Shield Principles. To learn more about the Privacy Shield program, and to view our certification, please visit

    KF Beauty is responsible for the processing of personal data it receives, under each Privacy Shield Framework, and subsequently transfers to a third party acting as an agent on its behalf. KF Beauty complies with the Privacy Shield Principles for all onward transfers of personal data from the EU and Switzerland, including the onward transfer liability provisions.

    KF Beauty is overseen by the US Federal Trade Commission, and KF Beauty commits to resolve complaints about our collection or use of your personal information. EU and Swiss individuals with inquiries or complaints regarding our Privacy Shield policy should first contact KF Beauty via If you aren’t satisfied with our response, please contact our US-based third-party dispute resolution provider ICDR/AAA, an independent organization operated by the American Arbitration Association responsible for reviewing and resolving complaints about our Privacy Shield compliance which is available free of charge

    In the event that your concerns are still not addressed by ICDR, you may be entitled to binding arbitration under Privacy Shield and its principles.

    Please contact us on if you have any questions, need access to your Personal Information, or otherwise need assistance. We also are responsible for third-party agents that are processing such data on our behalf, unless we prove that we are not responsible for the event giving rise to the damage. In certain situations, we may be required to disclose the Personal Information in response to lawful requests by public authorities, including meeting national security or law enforcement requirements.

    9. Changes to this Privacy Policy

    We reserve the right to update this Privacy Policy at any time, without prior notice to you, to the extent permitted by applicable law and, where applicable, the principles of the Framework. We will notify the changes that we make to this Privacy Policy by posting the revised Privacy Policy on the Websites, and such changes will be effective immediately unless otherwise stated.

    10. Contact KF Beauty

    You can contact us to update your Personal Information or change your preferences. Our contact information for these purposes is as follows: 

    • In the U.S, by email at, or by phone at (+1) 888-803-3236
    • In the U.K, by email at, or by phone at (+44) 808-175-5758
    • In Canada, by email at, or by phone at (+1) 888-803-3236
    • In France, by email at, or by phone at (+44) 808-175-5758
    • Elsewhere in Europe, by email at , or by phone at (+44) 808-175-5758

    You can also contact KF Beauty with questions or concerns about this Privacy Policy or KF Beauty’s Personal Information practises:


    Write to:
    KF Beauty
    42 Upper Grosvenor Street,
    London W1K 2NH,

    Please note that it may take up to 30 days for you to stop receiving emails once you have requested to opt-out of any marketing communications.