Last updated January 2023

This Privacy Notice for Endless Love Affair (a brand belonging to Hitex Brands UK Co. Ltd) ('Endless Love Affair', 'we', 'us', or 'our',), describes how and why we might collect, store, use, and/or share ('process') your information when you use our services ('Services'), such as when you: 

  • Visit our website at, or any website of ours that links to this privacy notice 
  • Engage with us in other related ways, including any sales, marketing, or events 

Questions or concerns? Reading this privacy notice will help you understand your privacy rights and choices. If you do not agree with our policies and practices, please do not use our Services. If you still have any questions or concerns, please contact us at

Endless Love Affair is committed to protecting your Personal Information. We want you to trust that use uses your Personal Information carefully. This Privacy and Cookies Policies will help you understand what Personal Information we collect, why we collect it, what we do with it and how we keep it secure. This Policy also sets out your right to request that we delete, update, transfer or provide you with access to your Personal Information. This Policy should be read alongside our Terms and Conditions. Please also note that this Privacy Policy only applies to Personal Information obtained by us in accordance with applicable laws.

We may change this policy from time to time by updating this page. We therefore encourage you to check this page from time to time to ensure that you are happy with any changes.


What Personal Information We Collect

Personal Information means any information that can be used to identify directly or indirectly a specific individual.

In Short: We collect Personal Information that you provide to us. 

We collect personal information that you voluntarily provide to us when you register on the Services, express an interest in obtaining information about us or our products and Services, when you participate in activities on the Services, or otherwise when you contact us. 


We may collect the following information:

Personal Information Provided by You. The personal information that we collect depends on the context of your interactions with us and the Services, the choices you make, and the products and features you use. The personal information we collect may include the following: 

  • Name, gender, date of birth
  • Contact information including email address, telephone number
  • Billing address, debit / credit card numbers
  • Usernames and passwords
  • Demographic information such as postcode and mailing address, preferences and interests
  • Content you view or engage with, or the frequency and duration of your activities
  • Other information relevant to customer surveys and / or offers

Sensitive Information. We do not process sensitive information 


Payment Data. We may collect data necessary to process your payment if you make purchases, such as your payment instrument number, and the security code associated with your payment instrument. All payment data is stored by Shopify and PayPal. You may find their privacy notice links here and for PayPal here


Social Media Login Data. We may provide you with the option to register with us using your existing social media account details, like your Facebook, Twitter, or other social media account. If you choose to register in this way, we will collect the information described in the section called 'How Do We Handle Your Social Logins?' below. 

All personal information that you provide to us must be true, complete, and accurate, and you must notify us of any changes to such personal information. 

Personal Information we may collect automatically such as

  • Cookies and tracking technologies
  • Protocol IP address, device ID, location data, computer and connection information such as browser type and version, time zone setting, browser plug-in types and versions, operating system, and purchase history
  • Technical information to help us identify your device for fraud prevention and diagnostic purposes

We automatically collect certain information when you visit, use, or navigate the Services. This information does not reveal your specific identity (like your name or contact information) but may include device and usage information, such as your IP address, browser and device characteristics, operating system, language preferences, referring URLs, device name, country, location, information about how and when you use our Services, and other technical information. This information is primarily needed to maintain the security and operation of our Services, and for our internal analytics and reporting purposes. 

Like many businesses, we also collect information through cookies and similar technologies. 

The information we collect includes: 

  • Log and Usage Data. Log and usage data is service-related, diagnostic, usage, and performance information our servers automatically collect when you access or use our Services and which we record in log files. Depending on how you interact with us, this log data may include your IP address, device information, browser type, and settings and information about your activity in the Services (such as the date/time stamps associated with your usage, pages and files viewed, searches, and other actions you take such as which features you use), device event information (such as system activity, error reports (sometimes called 'crash dumps'), and hardware settings). 
  • Device Data. We collect device data such as information about your computer, phone, tablet, or other device you use to access the Services. Depending on the device used, this device data may include information such as your IP address (or proxy server), device and application identification numbers, location, browser type, hardware model, Internet service provider and/or mobile carrier, operating system, and system configuration information. 
  • Location Data. We collect location data such as information about your device's location, which can be either precise or imprecise. How much information we collect depends on the type and settings of the device you use to access the Services. For example, we may use GPS and other technologies to collect geolocation data that tells us your current location (based on your IP address). You can opt out of allowing us to collect this information either by refusing access to the information or by disabling your Location setting on your device. However, if you choose to opt out, you may not be able to use certain aspects of the Services. 

Personal Information we may collect from other sources such as

  • Our trusted Third Parties and where we operate our accounts on Third Party platforms eg. Facebook
  • Your interactions with our advertising to measure whether our advertising is relevant

For the exhaustive list of Cookies, we collect see the list of Cookies We Collect section


What We Do with The Information We Gather

We process your information to provide, improve, and administer our Services, communicate with you, for security and fraud prevention, and to comply with law. We may also process your information for other purposes with your consent. 


We process your personal information for a variety of reasons, depending on how you interact with our Services, including: 

  • To facilitate account creation and authentication and otherwise manage user accounts. We may process your information so you can create and log in to your account, as well as keep your account in working order. 
  • To deliver and facilitate delivery of services to the user. We may process your information to provide you with the requested service. 
  • To respond to user inquiries/offer support to users. We may process your information to respond to your inquiries and solve any potential issues you might have with the requested service. 
  • To fulfil and manage your orders. We may process your information to fulfil and manage your orders, payments, returns, and exchanges made through the Services. 
  • To send you marketing and promotional communications. We may process the personal information you send to us for our marketing purposes, if this is in accordance with your marketing preferences. You can opt out of our marketing emails at any time. For more information, see 'What Are Your Privacy Rights?' below). 
  • To deliver targeted advertising to you. We may process your information to develop and display personalised content and advertising tailored to your interests, location, and more. 
  • To identify usage trends. We may process information about how you use our Services to better understand how they are being used so we can improve them. 
  • To determine the effectiveness of our marketing and promotional campaigns. We may process your information to better understand how to provide marketing and promotional campaigns that are most relevant to you. 
  • To save or protect an individual's vital interest. We may process your information when necessary to save or protect an individual’s vital interest, such as to prevent harm. 


Protecting Your Personal Information

We are committed for taking the security of your Personal Information very seriously. We take every effort to protect your Personal Information from misuse, interference, loss, unauthorised access, modification or disclosure.

We have implemented appropriate access controls and have put in place a suitable physical, electronic and managerial procedures to safeguard and secure the Information we collect.

However, no electronic transmission over the internet or information storage technology can be guaranteed to be 100% secure, so we cannot promise or guarantee that hackers, cybercriminals, or other unauthorised third parties will not be able to defeat our security and improperly collect, access, steal, or modify your information 


What Legal Bases Do We Rely On To Process Your Information? 

We only process your personal information when we believe it is necessary and we have a valid legal reason (i.e. legal basis) to do so under applicable law, like with your consent, to comply with laws, to provide you with services to enter into or fulfil our contractual obligations, to protect your rights, or to fulfil our legitimate business interests. 

The General Data Protection Regulation (GDPR) and UK GDPR require us to explain the valid legal bases we rely on in order to process your personal information. As such, we may rely on the following legal bases to process your personal information: 

  • Consent. We may process your information if you have given us permission (i.e. consent) to use your personal information for a specific purpose. You can withdraw your consent at any time. 
  • Performance of a Contract. We may process your personal information when we believe it is necessary to fulfil our contractual obligations to you, including providing our Services or at your request prior to entering into a contract with you.
  • Legitimate Interests. We may process your information when we believe it is reasonably necessary to achieve our legitimate business interests and those interests do not outweigh your interests and fundamental rights and freedoms. For example, we may process your personal information for some of the purposes described in order to: 
    • Send users information about special offers and discounts on our products and services 
    • Develop and display personalised and relevant advertising content for our users 
    • Analyse how our Services are used so we can improve them to engage and retain users 
    • Support our marketing activities 
  • Legal Obligations. We may process your information where we believe it is necessary for compliance with our legal obligations, such as to cooperate with a law enforcement body or regulatory agency, exercise or defend our legal rights, or disclose your information as evidence in litigation in which we are involved.
  • Vital Interests. We may process your information where we believe it is necessary to protect your vital interests or the vital interests of a third party, such as situations involving potential threats to the safety of any person.


Sharing Your Personal Data 

We may share your Personal Information in a compliant manner. with third-party vendors, service providers, contractors, or agents ('third parties') who perform services for us or on our behalf and require access to such information to do that work. We have contracts in place with our third parties, which are designed to help safeguard your personal information. This means that they cannot do anything with your personal information unless we have instructed them to do it. They will also not share your personal information with any organisation apart from us. They also commit to protect the data they hold on our behalf and to retain it for the period we instruct. 

We use Third Party platforms to manage, deliver customer relationship management and services such as for

  • Data Analytics Services
  • Payment Processors
  • Order Fulfilment Service Providers
  • Returns and Refunds
  • Retargeting Platforms
  • eMail Service Providers 
  • Sales and Marketing Tools
  • Social Networks
  • User Account Registration and Authentication Services
  • Ad Networks
  • Affiliate Marketing Programs
  • Finance and Accounting Tools
  • Website Hosting Service Providers and IT services
  • Cloud Computing Services
  • Communication and Collaboration Tools
  • Data Storage Service Providers
  • Performance Monitoring Tools

We will check any Third Party that we use to ensure that they can provide sufficient guarantees regarding the confidentiality and security of your Personal Information. 

We also may need to share your personal information in the following situations: 

  • Business Transfers. We may share or transfer your information in connection with, or during negotiations of, any merger, sale of company assets, financing, or acquisition of all or a portion of our business to another company. 
  • Affiliates. We may share your information with our affiliates, in which case we will require those affiliates to honour this privacy notice. Affiliates include our parent company and any subsidiaries, joint venture partners, or other companies that we control or that are under common control with us. 
  • Business Partners. We may share your information with our business partners to offer you certain products, services, or promotions. 


Third Party Sharing of Personal Information 


We use the Shopify Platform to host our Website and their Payment Provider for handling sales and refunds. The link to their Privacy Policy page is


Social Media

We use Social Media platforms and may at times use Third Party advertisers such as Facebook, Instagram, Snapchat and Google to facilitate targeted marketing communications (such as sponsored ads and search) for our customers. Where you have opted into receiving marketing communications from us, we may share your eMail address and name to tailor our messages to you.

Our Services offer you the ability to register and log in using your third-party social media account details (like your Facebook or Twitter logins). Where you choose to do this, we will receive certain profile information about you from your social media provider. The profile information we receive may vary depending on the social media provider concerned, but will often include your name, email address, friends list, and profile picture, as well as other information you choose to make public on such a social media platform. 

We will use the information we receive only for the purposes that are described in this privacy notice or that are otherwise made clear to you on the relevant Services. Please note that we do not control, and are not responsible for, other uses of your personal information by your third-party social media provider. We recommend that you review their privacy notice to understand how they collect, use, and share your personal information, and how you can set your privacy preferences on their sites and apps. 


How long Do We Keep your Personal Information For?

We keep your Personal Information in line with our Company retention policy and as required to comply with any legislation. We only retain Personal Information for as long as it is required.

We will actively review the Personal Information we hold and delete it securely, or in some cases anonymise it, when there is no longer a legal, business or consumer need for it to be retained.


What Are Your Rights?

You have and can exercise the following rights to the personal information we hold about you.


Your Right to Access and Rectification

The easiest way to exercise your rights is by filling out our data subject request form available here, or by contacting us. We will consider and act upon any request in accordance with applicable data protection laws.  We can confirm whether we’re processing your Personal Information and, if so, provide you with a copy of that Personal Information. You also have the right to correct or update your personal data at any time.


Your Right to Delete Information

You can ask us to delete or remove your Personal Information in some circumstances such as where we no longer need it or if you withdraw your consent. If we’ve shared your Personal Information with Third Parties, we’ll let them know about the erasure where possible. 


Your Right to Withdraw Consent

If you have given your consent to anything we do with your Personal Information (we rely on consent as a legal basis for processing your Personal Information), you have the right to withdraw your consent at any time.


Your Right to Restrict Processing

Under certain circumstances, you have the right to restrict the processing of your Personal Information.


Your Right to Object

You have the right to object to certain types of processing in some circumstances, including processing for direct marketing (that is, email notification for instance).

We are committed to protecting your Personal Information. The rights set out in this Policy reflect your rights under applicable laws.

In some regions, such as the European Economic Area (EEA) and United Kingdom (UK), you have rights that allow you greater access to and control over your personal information. You may review, change, or terminate your account at any time. 

In some regions (like the EEA and UK), you have certain rights under applicable data protection laws. These may include the right (i) to request access and obtain a copy of your personal information, (ii) to request rectification or erasure; (iii) to restrict the processing of your personal information; and (iv) if applicable, to data portability. In certain circumstances, you may also have the right to object to the processing of your personal information.

If you are located in the EEA or UK and you believe we are unlawfully processing your personal information, you also have the right to complain to your local data protection supervisory authority. You can find their contact details here 

If you are located in Switzerland, the contact details for the data protection authorities are available here 


Opting out of marketing and promotional communications: You can unsubscribe from our marketing and promotional communications at any time by clicking on the unsubscribe link in the emails that we send, or by contacting us. You will then be removed from the marketing lists. However, we may still communicate with you — for example, to send you service-related messages that are necessary for the administration and use of your account, to respond to service requests, or for other non-marketing purposes. 



We use Cookies and similar technologies on our Website to collect Information that helps us enhance your experience and our products and services. The cookies allow our Website to work and help us to understand what Information and advertising is most useful to visitors. By using this Website, you consent to the storing and accessing of Cookies on your device.

A cookie is a small text files or pixel tags, often including an anonymous unique identifier, 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. Cookies are useful, such as remembering your preferences, generally improving your Website experience, and helping us to offer you the best product and services.

If you disable the cookies we use, this may impact your user experience while on the Website.


Who is Using Cookies?

Cookie Policy applies to our Website, branded pages on Third Party platforms (eg.Facebook or YouTube), and applications accessed or used through such websites or Third Party Websites which you are interacting with.


Types of Cookies We Use

 Essential Cookies 

These are required for our Website to function correctly and they do not identify you as an individual. If you choose to block these cookies you may finds elements of site functionality do not work, or that services like shopping baskets cannot be provided.


Session Cookies

These are temporary cookies that remain on your device until you leave our Website.


Persistent Cookies

These remain on your device for much longer or until you manually delete them (how long the cookie remains on your device will depend on the duration or “lifetime” of the specific cookie, as well as your browser settings).


Analytics Cookies

These collect information about how you use our Website, for instance which pages you go often, the time spent on our Website, and any issues encountered, such as error messages. This allows us to understand where we can improve the Website.


Functionality Cookies

These allow our Website to remember the choices you make (eg. your user name, the region you are in). The information these cookies collect may include Personal Information that you have disclosed. If you do not accept these cookies, it may affect the performance and functionality of the Website and may restrict access to content on the Website.


Digital Advertising Cookies

We may use these to measure the effectiveness of our advertising, understanding which advertising you click on and interact with as well as your shopping behaviours on our Website. This will help us to create user profiles to improve the efficiency and relevance of our advertising. Most types of these cookies track consumers via their Device ID or IP address.


Social Cookies

These allow us to include social share function on our Website (eg the Facebook Like button). These cookies are also used to measure the effectiveness of any advertising we do across social networks.


Spam Protection

This type of service analyses the traffic of this Application, potentially containing Users' Personal Information, with the purpose of filtering it from parts of traffic, messages and content that are recognised as SPAM.

Google reCAPTCHA is a SPAM protection service provided by Google Ireland Limited.


How To Control or Delete Cookies

Most internet browsers are set up to automatically accept cookies. You can consent to, revoke or block the use of specific cookies on your device by changing your browser settings. You can also withdraw your consent to cookies by deleting the cookies that have been stored.

Note that if you disable the cookies that we use, this may impact your experience while on our Website.

To find out more about cookies, including how to see what cookies have been set and how to manage and delete them, visit