Privacy & Cookies Policy

Last Updated: 18 March 2026

This Privacy & Cookies Policy (“Policy”) describes how Feel Holdings Limited (“Feel”, “we”, “us” or “our”) collects, uses, stores and shares your personal data. Feel Holdings Limited is a company registered in England and Wales (Company Number: 09512194), with its registered office at Uncommon Holborn, 81–87 High Holborn, London, WC1V 6DF, United Kingdom.
Feel is the data controller for the purposes of the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. This means we are responsible for deciding how we hold and use your personal data. This Policy applies to all users of our website at wearefeel.com (the “Website”), our customer portal, and all associated services and applications.

How to Contact Us About Your Data

If you have any questions about this Policy, about how we handle your personal data, or wish to exercise any of your data rights, you can contact us at:

Email: hello@wearefeel.com

Post: Feel Holdings Limited, Uncommon Holborn, 81–87 High Holborn, London, WC1V 6DF

We aim to respond to all data-related queries within 30 days, in accordance with Article 12(3) UK GDPR. If your request is particularly complex, we may extend this by a further two months, but we will let you know within the initial 30-day period.

What Personal Data We Collect

We collect and process the following categories of personal data:

Data You Provide Directly:

• Account and identity data: name, email address, phone number, date of birth, gender.
• Payment and billing data: credit/debit card details, billing address, financial account information.
• Delivery data: shipping address, contact details for delivery.
• Service personalisation data: general wellness preferences, dietary preferences, fitness level, and areas of interest (e.g. sleep, energy, joints) as provided through our portal onboarding. These inputs are used to configure the personalised supplement recommendation service and are collected as part of the service setup process.
• Communications: messages you send to our customer support team, feedback, and reviews.

Data We Collect Automatically:

• Technical data: IP address, browser type and version, operating system, device information.
• Location data: approximate location derived from IP address.

Data From Third Parties:

We may receive personal data from third parties, including payment processors, social media platforms (where you choose to log in via a social account), and analytics providers. We will only use this data in accordance with this Policy.

Onboarding and Service Personalisation

Our portal includes an onboarding process that asks for a limited set of inputs, including date of birth, gender, fitness level, dietary preference, and general wellness goals. The purpose of this onboarding is to configure the personalised supplement recommendation service so that it is relevant and age-appropriate for each user.

These onboarding inputs are general wellness preferences and service-personalisation data. They are not designed to collect diagnosed medical conditions, treatment information, medical records, prescription data, clinical history, or other clinical health information.

The lawful basis on which Feel processes these onboarding fields is Article 6(1)(b) UK GDPR, namely that the processing is necessary for the performance of the contract with the user, or to take steps at the user’s request in connection with that service. The ICO’s guidance confirms that where processing is genuinely necessary to provide the service requested by the individual, contract may be the appropriate lawful basis.

In practical terms, this means:

• Date of birth helps us assess age suitability and present recommendations appropriate for the user’s age group.
• Gender may be relevant to the presentation of product routines and guidance where the platform offers sex-specific or gender-relevant product journeys.
• Fitness level and general wellness goals are used to configure the recommendation logic so the service reflects the user’s stated objectives rather than showing generic, untailored outputs.

Because these inputs are necessary to deliver the core personalised recommendation functionality, the onboarding step forms part of the service configuration and is a required step for all customers using the portal. If you need help with subscription administration, billing, cancellation, or general account assistance, our support team remains available through our website contact form and support channels regardless of whether you have completed onboarding.

Lawful Basis for Processing

Under UK GDPR, we must have a lawful basis for processing your personal data. The bases we rely on are:

• Contract (Article 6(1)(b)): Processing that is necessary to fulfil your order, manage your subscription, deliver products, process payments, provide customer support, and configure the personalised service through the onboarding process described above.
• Consent (Article 6(1)(a)): Sending marketing communications where consent is required, and placing non-essential cookies.
• Legitimate Interest (Article 6(1)(f)): Personalising your experience based on purchase history; improving our products and services; fraud prevention; website analytics and performance monitoring. We have conducted a balancing test to ensure our interests do not override your rights.
• Legal Obligation (Article 6(1)(c)): Where we are required to process your data to comply with a legal obligation, such as tax and accounting requirements.

How We Use Your Personal Data

We use your personal data for the following purposes:

• To process and fulfil your orders and manage your subscription.
• To process payments and prevent fraud.
• To provide customer support and respond to your queries.
• To configure and deliver the personalised supplement recommendation service through the onboarding process.
• To send you marketing communications (where you have consented or where we have a legitimate interest to do so).
• To improve our website, products, and services.
• To comply with legal and regulatory obligations.
• To protect our rights, property, and safety, and those of our customers and third parties.

Who We Share Your Data With

We may share your personal data with the following categories of recipients:

• Payment processors: to process your payments securely (e.g. Ayden).
• Subscription management: to manage your recurring orders (e.g. Recharge).
• Fulfilment and delivery partners: to ship your orders.
• Customer support platforms: to manage and respond to your enquiries (e.g. Gorgias).
• Analytics providers: to help us understand website usage and improve our services.
• Marketing platforms: to send communications you have consented to receive.
• Law enforcement and regulatory bodies: where required by law or to protect our legal rights.

We require all third-party processors to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.

Business transfers: In the event of a merger, acquisition, or sale of assets, your personal data may be transferred as part of that transaction. We will notify you of any such change.

How Long We Keep Your Data

We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements.

• Account data: retained for the duration of your account and for up to 30 days following account closure.
• Transaction data: retained for up to 6 years to comply with tax and accounting obligations.
• Service personalisation data: retained for the duration of your account. Upon account closure, this data will be deleted in accordance with our standard account data retention period.
• Marketing consent records: retained for as long as necessary to demonstrate compliance.

Your Rights

Under UK GDPR, you have the following rights in relation to your personal data:

• Right of access: You can request a copy of the personal data we hold about you.
• Right to rectification: You can ask us to correct any inaccurate or incomplete personal data.
• Right to erasure: You can ask us to delete your personal data in certain circumstances.
• Right to restrict processing: You can ask us to limit how we use your data in certain circumstances.
• Right to data portability: You can request that we transfer your data to you or another provider in a structured, commonly used format.
• Right to object: You can object to processing based on legitimate interest or for direct marketing purposes. Please note that the right to object under Article 21 does not apply to processing carried out under the contract basis (Article 6(1)(b)).
• Right to withdraw consent: Where we rely on consent (such as for marketing communications), you can withdraw it at any time. This will not affect the lawfulness of any processing carried out before you withdrew your consent.
• Right not to be subject to automated decision-making: You have the right not to be subject to decisions based solely on automated processing that produce legal or similarly significant effects.

To exercise any of these rights, please contact us at hello@wearefeel.com. We will respond within one month of receiving your request. We may ask you to verify your identity before processing your request.

Data Minimisation

In accordance with Article 5(1)(c) UK GDPR, Feel’s onboarding fields are limited to data that is relevant and proportionate to providing the personalised service. We do not request detailed clinical records or unnecessary categories of personal data. The purpose is to collect the minimum baseline information needed to present suitable recommendations and configure the service responsibly.

Feel has internal privacy governance processes in place to assess its processing activities and to determine what privacy documentation and safeguards are appropriate under UK data protection law. We keep our data handling processes under review.

Cookies

Our Website uses cookies and similar technologies. As a subscription-based service, we use cookies to help the Website function properly - remembering your login, updating your basket, and making sure your account settings stay in place. They also allow us to personalise your experience, including offers and discounts that are more relevant to you.

The types of cookies we use fall into the following categories:

Essential cookies: These are necessary for the Website to function and cannot be switched off. They handle core functionality such as remembering your login session, retaining items in your basket, and preserving your account settings. These cookies are set in response to actions you take, such as logging in, setting your privacy preferences, or filling in forms.

Personalisation and marketing cookies: These allow us to tailor your experience, including showing you offers and discounts that are more relevant to you. Some of these cookies may be set by our advertising partners to build a profile of your interests and show you relevant content on other sites.

Analytics cookies: These help us understand how visitors interact with our Website by collecting and reporting information anonymously. We use these to improve how the Website works.

Your control over cookies: When you visit our Website, you will see a cookie banner - this is a legal requirement and it gives you full control over which cookies you accept. You can click "show more" to view the available options, untick anything non-essential, and close the pop-up. You can also set your browser to refuse all or some cookies, or use a private browsing window if you would prefer not to allow cookies at all. If you disable or refuse cookies, some parts of the Website may become inaccessible or not function properly.

International Data Transfers

Some of our third-party service providers may be based outside the United Kingdom. Where we transfer your personal data outside the UK, we ensure that appropriate safeguards are in place, such as UK International Data Transfer Agreements or transfers to countries that have been deemed to provide an adequate level of data protection by the UK Government.

Data Security

We have implemented appropriate technical and organisational measures to protect your personal data against unauthorised or unlawful processing, accidental loss, destruction, or damage. These include encryption of data in transit, secure access controls, and regular security reviews.

While we take all reasonable steps to protect your data, no method of transmission over the internet or method of electronic storage is completely secure. We encourage you to use strong passwords and to keep your account credentials confidential.

Children

Our Website and services are not intended for individuals under the age of 18. We do not knowingly collect personal data from children. If we become aware that we have collected personal data from a child without appropriate consent, we will take steps to delete that information as soon as possible.

Mobile Messaging Service

If you opt in to our mobile messaging service, you may receive order updates, account alerts, promotions, and marketing offers via SMS. Message frequency varies. Standard message and data rates may apply. You can opt out at any time by clicking the unsubscribe link in any message or by contacting us at hello@wearefeel.com. Your consent to receive marketing messages is not a condition of purchasing any products or services.

Changes to This Policy

We may update this Policy from time to time. Any changes will be posted on this page with an updated “Last Updated” date. Where changes are significant, we will notify you by email or through a notice on our Website. We encourage you to review this Policy periodically.

Your continued use of the Website following the posting of changes constitutes your acceptance of those changes.