Privacy Policy

Dearbump ("We") are committed to protecting and respecting your privacy.

This policy (together with our terms of use and any other documents referred to on it sets out the basis on which any personal data we collect from you, or that you provide to us, will be processed by us. Please read the following carefully to understand our views and practices regarding your personal data and how we will treat it.

Who are we?

Dearbump Ltd, a company registered in England and Wales under number 11217852 whose registered office is at Suite G04 1 Quality Court, Chancery Lane, London, England, WC2A 1HR. For the purposes of the Data Protection Act 2018 (UK GDRP) and the General Data Protection Regulation EU 2016/679 (EU GDPR) Dearbump is the data controller, as described in this privacy policy unless otherwise stated. 

Privacy Policy

Dearbump ("We") are committed to protecting and respecting your privacy.

This policy (together with our terms of use and any other documents referred to on it sets out the basis on which any personal data we collect from you, or that you provide to us, will be processed by us. Please read the following carefully to understand our views and practices regarding your personal data and how we will treat it.

Who are we?

Dearbump Ltd, a company registered in England and Wales under number 11217852 whose registered office is at Suite G04 1 Quality Court, Chancery Lane, London, England, WC2A 1HR . For the purposes of the Data Protection Act 2018 (UK GDRP) and the General Data Protection Regulation EU 2016/679 (EU GDPR) Dearbump is the data controller, as described in this privacy policy unless otherwise stated. 

Information we may collect from you

When you sign up, claim a sample box, or interact with our app/website, we may collect:

• Personal identifiers & characteristics: name, email address, telephone number, postal address.
  

• Pregnancy & postpartum details: due date, baby’s date of birth, pregnancy stage.
  

• Demographic data: age range, postcode, optional preferences.
  

• Engagement data: when you request a Dearbump Box, consent to offers, participate in surveys, or use the midwife/live chat support.
  

• Transaction details: records of orders, box claims, or services you use.
  

• Technical data: IP address, browser type, operating system, device identifiers, and usage statistics.
  

• Special category data: sex, ethnicity (collected only for anonymised research).
  

• Aggregated & anonymised data: usage insights that do not directly identify you.
  
  

How we get personal information and why we have it

We collect most information directly from you, for example:

• Filling in forms on our website www.dearbump.com.
  

• Registering, claiming a box, subscribing to services, or requesting support.
  

• Entering competitions or responding to surveys.
  

• Contact with our team or digital midwife chat.
  
  

We use your data to:

• Provide you with Dearbump products and services.
  

• Personalise your experience and tailor guidance to your pregnancy stage.
  

• Fulfill and track your Dearbump Box claim.
  

• Provide expert midwife chat and support.
  

• Deliver marketing opportunities from trusted partner brands (only where you have consented).
  

• Improve our services through analytics and engagement insights.
  

• Notify you about changes to our services.
  
  

 

How we share your data

With your explicit consent, we may share limited personal information with:

• Partner brands whose samples or offers you have opted in to receive.
  

• Delivery partners for box fulfilment.
  

• Analytics and service providers (e.g., Stripe, Mixpanel) to ensure quality and security.
  
  

We only share your data with partner brands when:

• You have opted in by ticking the box on the claim form:
  “Yes, I’d like to receive offers and samples from selected partner brands.”
  

• Your email and claim date have been verified.
  

• We have deduplicated records to ensure brands only receive unique leads.
  
  

Once your data has been shared with a partner brand, it enters their system. You can withdraw consent at any time, and we will notify the brand so they cease further marketing, though we cannot erase data already held by them.

We may also disclose your data:

• Within our corporate group (subsidiaries or holding company).
  

• In the event of a merger, sale, or acquisition.
  

• Where required by law, fraud prevention, or to enforce our terms.
  

Legal bases we rely on

Under the UK GDPR, we process your data on the following bases:

• Contract: to provide services and deliver your Dearbump Box.
  

• Consent: for marketing communications and sharing with partner brands.
  

• Legitimate interests: analytics, fraud prevention, business development, and customer support.
  
  

You can withdraw consent at any time by contacting hello@dearbump.com.

 

 

How we store and protect your data

• Secure, encrypted storage systems.
  

• Limited third-party access, only where necessary and under contract.
  

• Data transfers outside the UK/EEA only where equivalent safeguards are in place.
  

• Data shared externally is transmitted via secure channels (e.g., SFTP, encrypted API).
  
  

 

Data retention

• Contact and pregnancy data: up to 3 years (for service continuity and personalisation).
  

• Sampling partner data: deleted after 12 months, unless you renew consent.
  

• Midwife chat data: retained for 7 years (medical guidance records).
  

• Special category data: anonymised after 5 years for research purposes.
  

• You may request earlier deletion at any time.
  
  

Your rights and choices

You have the right to:

• Access, correct, or erase your data.
  

• Restrict or object to processing.
  

• Data portability (transfer your data).
  

• Opt out of partner offers at any time (via in-app settings or unsubscribe links).
  

• Withdraw consent for a specific brand without affecting your Dearbump account.
  
  

To exercise these rights, email hello@dearbump.com.

 

Cookies & analytics

We use cookies and analytics (Google Analytics, Mixpanel) for:

• Site performance and security.
  

• Understanding how users engage with our services.
  

• Supporting chat functionality.
  

• Marketing and retargeting (where consented).
  
  

You can manage cookie preferences through your browser.

How to complain

If you have any concerns about our use of your personal information, you can make a complaint to us at [hello@dearbump.com].

You can also complain to the ICO if you are unhappy with how we have used your data.

The ICO’s address:

Information Commissioner’s Office

Wycliffe House

Water Lane

Wilmslow

Cheshire

SK9 5AF

Helpline number: 0303 123 1113

ICO website: https://www.ico.org.uk

Access to information

The Act gives you the right to access information held about you. Your right of access can be exercised in accordance with the Act. You are not required to pay any charge for exercising your rights.Please contact us at [operations@dearbumb.com] if you wish to make a request.  If you make a request, we have one month to respond to you.

Cookie Policy

What are cookies?

A cookie is a piece of data from a website that is stored within a web browser that the website can retrieve at a later time. Cookies are used to tell the server that users have returned to a particular website.They are used to make websites work, or work more efficiently as well as to provide information to the owners of the site.

How do we use cookies?

Our website uses cookies to distinguish you from other users of our website. This helps us to provide you with a good experience when you browse our website and also allows us to improve our site. We also use cookies from Google Analytics to find out how you use our website, including, but not limited to, traffic data, location data, weblogs, and information about your computer & device. This is statistical data and does not identify any individual.

We collect the following cookies:

Strictly required Cookies

These cookies are required for the website to run and cannot be switched off. Such cookies are only set in response to actions made by you such as language, currency, login session, privacy preferences. You can set your browser to block these cookies but this might affect the way our site is working

Analytics & Statistics

These cookies allow us to measure visitors traffic and see traffic sources by collecting information in data sets. They also help us understand which products and actions are more popular than others.

Marketing & retargeting

These cookies are usually set by our marketing and advertising partners. They may be used by them to build a profile of your interest and later show you relevant ads. If you do not allow these cookies you will not experience targeted ads for your interests.

Functional Cookies

These cookies enable our website to offer additional functions and personal settings. They can be set by us or by third-party service providers that we have placed on our pages. If you do not allow these cookies, these or some of these services may not work properly.

How do I change my cookie settings?

You can change your cookie settings through your web browser. To find information relating to individual browsers, visit the browser developer's website.

To opt out of being tracked by Google Analytics across all websites, visit http://tools.google.com/dlpage/gaoptout.

Changes to our privacy & cookie policies

Any changes we may make to our privacy policy in the future will be posted on this page and, where appropriate, notified to you by e-mail.

Our Contact Details

Questions, comments and requests regarding this privacy/cookie policy are welcomed and should be addressed to hello@dearbump.com.